Tuesday, April 25, 2006

Revver is Visa

Read carefully today, folks. This is an important post because I've had a little "Revverlation." I was reading about the YouTube guys and thinking about Revver vs. YouTube.

News alert. Revver isn't a competitor to YouTube anymore than Visa is a competitor to Target stores. For months we've been using Revverberation to encourage Revver to develop a better front end for Revver.com visitors. Why haven't they? Not neglect. It's by design. If Visa started creating retail stores would Best Buy and Amazon still accept Visa or would they do all in their power to move to MasterCard and Amex?

As cool as Revver is, it's not a destination. It's plumbing. It enables content providers to earn ad revenue from their videos regardless of where they live: Revver.com, MySpace, CubeBreak, and maybe one day... YouTube itself (though I doubt the latter because YouTube will likely be a victim of its success and try to build its own Revver, taking it dangerously off course).

To my knowledge no other vehicle exists like this, which makes Revver more Web 2.0... remember it wasn't the Pets.coms that survived the first bubble burst it was the eBays. And if Revver pulls this off it can be distributor agnostic. No threat to networks or distributors. A quiet enabler that handles all the crap work (hosting, coding, ad selling, support, etc.) and lets other folks figure out how to make videos, decide what videos are good and display and organize them for viewers.

Revver has a website. But looking at Revver.com to understand its business model is like staring at the checkout counter's card scanner and trying to understand how Visa works.

So here's something to chew on. Revver won't make happy investors by enabling one amateur at a time. It needs volume (which is why ExBloTv makes sense). But if Revver can figure out how to make a tiny lil' fee on even 10% of the videos that are watched via the web, it will print money. Mind you, there is enough room for multiple "video ad enablers" just like there are multiple players in the credit card space. But there will be one dominant one, and if Revver keeps focus during the next 6-12 months it will be them.

Someone archive this post please. One day we'll read it and decide it's brilliant or the most oversighted post this decade.


At 4/25/2006 9:10 AM, Anonymous AquaDad said...

I think you're right, but I still think they should have their own example-setting site.

Based on hints dropped by some of the Revver guys, I think we're going to see some good site-oriented features in the next month.

I'm just sort of thinking about what they have to do to succeed:
- Promotion (I guess Branding)
- Their Pay-the-Creators via Ad Clicks concept has to catch on
- Their Ad coding system and Ads themselves needs to draw clicks
- They have to have a site that makes you go Wow!

It's a big worthy goal and I'm rooting for them (as you know).

At 4/25/2006 3:01 PM, Blogger Nalts said...

To be clear, there are pans to greatly enhance the experience of someone interacting with Revver directly. They don't let me in on the "secret sauce," but I would anticipate most of those changes to be in the area of the reporting, ad serving functionality, and the way videos are delivered. I wouldn't hold your breath for a killer Revver.com site for sifting good videos. BUT I believe we'll see more CubeBreak sites that do that automatically (as opposed to my horribly dull manual method of cutting and pasting URLs).

Launch is getting close... weeks not months. So I think we'll start to see Revver in the trade magazines, and eventually in business publications. But I don't see any consumer advertising in the Revver crystal ball. "Word of mouth" fire will do it as long as there's some decent PR to spark the flame.... which... um... isn't happening yet except by the Revver fans (I'm available for a PR retainer).


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