Dave Vellante, hosting our flagship series of interviews theCUBE, seized the opportunity to speak with two key members of a new company targetting mobile devices, AllDigital, during the second day of HP Discover Conference in Las Vegas.

For starters, he drilled Tim Napoleon, Chief Startegist with AllDigital, regarding the whole process of broadcasting to mobile devices and the motivation behind this business.

Turns out AllDigital identified the huge opportunity of bringing mobile solutions to virtually anyone, be it a brand, an enterprise company or an individual. The common denominator is that they all want to be able to take live, on-demand content, ingest it to the Cloud, and get it out on their favorite devices (mobiles, tablets or even desktops and connected televisions). The demand for mobile devices is on the rise, and the viewership originating from these devices is increasing exponentially. That makes broadcasting to mobile devices a very hot topic.

Current audience measurement is a bit chaotic.  There are a couple of TV shows that have been slashed due to dwindling ratings, but – to be fair – mobile devices were not that integrated into the analytics of this data. In the process of conducting ratings, Nielsen uses the term “broadcasting” and measures only a small number of key broadcasters, says Tim Napoleon. With AllDigital software and cloud, they are enabling anyone to be a broadcaster. People with iPhones create content and place it into the cloud, thus becoming broadcasters.

Deploying this intel is fairly easy, reckons Napoleon. He recommends a product called AllDigital Cloud, which is a cloud-based solution. After installation, there’s a process of device discovery, and the company’s technicians offer help with integration.

Asking for more details, Vellante inquired if the content was embedded within an app. Napoleon confirmed, but stated that, apart from app embedding, the content can also be made available on an HTML 5 type of mobile web or desktop browser.

This solution is a Godsend for marketers, as they are no longer relying on a single device to spread their message across, but a plethora or other devices.

For the discussion regarding Network requirements, Vellante turned to Steve Smith, VP Network Operations with AllDigital.

Steve talked about the technical requirement for the deployment of this solution. The first thing they need to do when presented with content is address the size of the object. If a broadcaster creates content using an app downloaded from the iTunes store, the content is then stored in the cloud, where it also undergoes some transcoding into several derivative formats, and then this content is presented for delivery on-demand over the internet. It’s a great tool for live events (such as theCube, chimed in Vellante), as well as for individual one-to-one transmissions. In order to make the whole thing work, they needed something to do the scaling in terms of size, enabling them to support a very large and complex name-space.

AllDigital Cloud offers a one-stop option for storing, processing and distributing all the digital media assets.