I met with Jeff Malkin, President of Encoding.com, following his panel session, "Delivering Content to Mobile Devices" at the 2010 Online Video Platform Summit. According to Malkin, his company has quickly become the world's largest hosted video encoding service and recently announced a $2 million infusion of funding fueled by a 500 monthly recurring revenue in 2010 and the rapid acceptance of its new Vid.ly universal video URL service. The trends driving the growth of his business are around the complexity of delivering video to all of the increasing number of mobile devices and web video platforms. Malkin says for content producers, there's good news and bad news. "The bad news is that it's going to get worse before it gets better – as far as having to prepare video for iOS platforms and Android platforms and Blackberry and older feature phones from Nokia and Samsung – the good news is that companies like ours are getting better at making it easier for you." Malkin added, "My general sense is that content producers are rightfully so, a bit shellshocked, with, What devices they should they be focused on? What devices are consuming the most video? What's it like to prepare video for those? Should we doing this on house? Is this something we should outsource? If there's any point I could make any more clear, it's something very complex that should not be done in house." Malkin admits that sound very self-serving and says, "Use somebody else them don't use Encoding.com. The bottom line is that it takes a serious attention and focus to keep reinvesting engineering dollars into infrastructure to keep being able to prepare video for all these various devices. And from a content producer standpoint, I'd rather focus on content, the user experience, the community and not worry about the headache of transcoding video." When asked about Google's WebM format, Malkin says that Encoding,com has been transcoding to WebM for some time, but mainly driven by customer demand. But while there has been some adoption ... Distributed by Tubemogul.