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.