At NAB in April, Deluxe introduced its new cloud-based platform, Deluxe One. The platform plugs into a customer workflow, whether it’s at the production, packaging/delivery or distribution stage, to act as a hub for customer data, assets or avails.
Deluxe One unifies a network of micro-services, enabling users to access Deluxe’s end-to-end solution or just a part of it. It also acts as an open-hub, allowing not only Deluxe’s customers but other vendors to connect their business to the platform.
Andy Shenkler, chief product officer for Deluxe, says Deluxe One is the culmination of a significant amount of work and energy that has gone in to transforming Deluxe as a company as well as looking at the industry as a whole and trying to address the needs of where the market is moving to.
“There used to be a very clear delineation between people who created content and people who distributed content,” Shenkler explains. “Over the last year we’ve seen that has started to collapse in on itself. You have Netflix spending inordinate amounts of money on creating its own content now and being both a distributor and content creator, while Disney is reorganising itself to be an OTT platform. So there’s really a very large transformation that’s taking place across the industry."
“To that same end, Deluxe has reorganised itself in a similar vein,” Shenkler adds. “We now have three divisions within the company; a creative services division focused on post production, visual effects and the creation of content; the distributed division is focused on ‘how did you get that out to everywhere?’ whether that’s digital cinema, the localisation of content now that things are becoming more globalised, and the fact that you need to get content to the home user in a much more expedient manner. Underpinning all of that is the technology division which is really about designing the platforms and the tools that allow not only Deluxe to be able to service these things, but also let the industry itself leverage that.”
With the delineation between content creators and distributors in mind, Shenkler says Deluxe One has been designed for use by both sides of the industry, “At Deluxe we look at the totality of everything, it’s a lens to living room view of the world."
“If you’re a content creator you probably have an enormous amount of content that you’re trying to organise and put into place, but then you have to facilitate your downstream distribution. If you’re a content aggregator or a distributor, you’re licensing from all the content creators, so you need to organise that content; and within all of the proliferation of that content to worldwide audiences, how do you manage all that information in a bespoke world?
“What we’ve done is build a platform to address this in a couple of ways. Our platform is designed on a technology set of microservices. In a traditional software development methodology you build it out so it stands alone by itself. But using microservices allows us to continue to plug in different features as we go along without having to rebuild the entire platform.
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