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VMIX might be best known for providing a white-label video distribution platform which competes with similar offerings from Brightcove and Ooyala. But its new Vidcinity iPhone (s aapl) app, which is now available in the Apple app store, lets users mark locations with videos that can be seen whenever another user gets close to where those videos were shot.
Vidcinity uses location-based technology to group media based on where it was shot, rather than through more conventional social network sharing. It’s a bit like the Color photo app, in that it ties media shot with a mobile device to a specific location. But unlike Color, which attempts to group photo sharing based on groups that are located near each other at the same time, Vidcinity videos stay connected to that location forever.
Users of the app can view video that was shot within one mile of their current location. In the best-case, real-time scenario, that could notify users of something happening nearby — like a parade or a small gathering — and try to check it out for themselves. But more likely, at least during the early phases of adoption, it will mean that users will be able to see long-tail, “historical” videos that were shot in a specific place and add their own.
While the app is a bit of departure from its enterprise video distribution business, VMIX says the release of the consumer-facing Vidcinity app shouldn’t be seen as a pivot from its core business. Instead, Vidcinity is more like a proof-of-concept for the kind of application that can be built off its video distribution platform. When asked by email if the release of the app represented a shift in direction for the company, VMIX VP of Marketing Bill Curci wrote, “No, this is a new and exciting extension of our business.”
The Vidcinity iPhone app is available now, but VMIX says it will follow up with iPad 2 and Android (s GOOG) apps soon.