Brightcove is grabbing more business in Japan and in the e-commerce segment, with a deal to enable video uploads and management for Rakuten, the largest e-commerce site in Japan. The deal will give Brightcove much wider exposure in Japan and elsewhere, as Rakuten is one of the top e-commerce sites in the world, with more than 50 million registered users.
Rakuten is a “digital shopping mall,” with multiple vendors that have digital storefronts selling apparel, electronics, home & garden, and auto supplies. As such, Brightcove will power uploads and video management for user-generated content from a number of independent vendors.
Rakuten recently launched a video section to the site that vendors can upload videos to, with the ability to then embed those videos into their own virtual shops. In addition to user-generated content that is being uploaded to the site, Rakuten also has an online DVD rental site, which will leverage Brightcove to manage video trailers and campaigns that the company uses to promote those goods.
Nabbing a major customer like Rakuten shows that Brightcove has come a long way since launching its localized Japanese subsidiary, Brightcove KK, in early 2008. Since then, the company has won a good amount of business from media companies in the Japanese market, including local and regional broadcasters such as Tokyo Metropolitan Television Broadcasting Corp., Television Osaka, Shizuoka Asahi Television; Japanese news company Chubu-Nippon Broadcasting; and anime and music production firm Aniplex Inc.
The Rakuten deal also underlines increasing interest from companies in the e-commerce segment to use video as a way to increase sales of their products. Zappos, for instance, plans to produce 50,000 videos to help market its goods in 2010. And Brightcove is beginning to cash in on e-commerce companies using video; in addition to Rakuten, Thomas Pink and Marks & Spencer are also customers of the white-label video management firm for their video initiatives.