Avni Rambhia - Analyst Profile

Industry Principal, Digital Media
Frost & Sullivan
Information & Communication Technologies


I'm an video compression engineer by training, an anti-piracy technologist by experience, and a growth consultant to the video and software productivity industries by profession. Amid rapid disruption by the digital transformation, I provide trusted market analysis and strategic recommendations for large corporations, ambitious start-ups and investment firms. My research coverage spans video encoding and transcoding, software license management, content protection (including DRM and CAS), consumer video devices and enterprise rights management.

Areas of expertise

Recent items from Avni Rambhia

Billion-Dollar Royalty Gap Persists, Even as Adoption and Footprint Grows Steadily
Video is a push industry. It thrives when new algorithms to compress video more and deliver better video over available infrastructure are brought to market. HEVC is the next-generation successor to current standard AVC, but its adoption has been mired in licensing disputes and competition from open IT disciplines. There is a massive gap between devices that are capable of playing back HEVC and those that are enabled to do so. This gap is creating restraints for sale of video encoding/transcoding equipment as well. At the same time, there is slow-but-steady movement forward, particularly in the areas of 4K, next-generation broadcast, and HDR. With future roadmaps and product strategies for many classes of companies hinging heavily on video codec strategy, there is need for reliable and objective strategic direction around this new codec. The moving pieces of HEVC span consumption devices, streaming standards, encoding/decoding and licensing. This insight provides in-depth analysis of forces shaping the market. It compiles, in a single source, forecasts for all classes of video-enabled CE devices as well as all types of professional encoders and transcoders for media and entertainment applications. Competing options for next-generation video compression technology are placed in context, for both M&E and enterprise applications. Strategic recommendations for content business are provided. Finally, select vendors that stand out in the 2016-to-2018 timeframe are highlighted, on account of strong value proposition and consequent market leadership in unit sales and/or revenue. Key Questions This Insight Will Answer: • Is the market growing? How long will it continue to grow and at what rate? • What is the relationship of this technology to other competing options? Who will win? • What technical trends are shaping the marketplace today? What disruptions are on the horizon, and what implications does this have on future product strategy? • How should content companies plan to grow usage and profit? How should technology vendors enable content companies to do so? • What role are licensing pools and patent holders playing in propelling or holding back the market? This study is one in a series of full-length and topical research deliverables provided by Frost & Sullivan in the general area of video encoding and transcoding.
Published: May 05 2017 Other
OTT, HTML5, and Cable IP-fication Disrupt Status Quo for Conditional Access Systems (CAS) and Digital Rights Management (DRM)
Video service operators continue to rely heavily on content protection technologies to secure content, protect revenue, and meet content licensing obligations. However, the nature of protection technologies is expanding to encompass changing content delivery and rendering destinations including consumer electronics (CE) device apps and browsers. There is also increasing flexibility in the types of technologies used to protect keys and content, provided by growing availability of two-way connectivity of rendering devices in contrast to traditional one-way broadcasting architectures. Global content protection market revenues will grow from nearly $1.7 billion in 2016 to just shy of $2 billion by 2021, at a compound annual growth rate (CAGR) of 3.4%. This study analyzes current revenues and future growth potential of the content protection market in terms of 4 application segments: IPTV, cable, satellite direct-to-home (DTH), and other service (including online services and pay DTT); in terms of protection type (CAS, DRM, and other); and by region (North America and Latin America; Europe, the Middle East and Africa; and Asia-Pacific). The CAS segment is further analyzed in terms of hardware and cardless clients. Competitive landscape and technical trends are discussed in depth. Growing parity between online and managed network programming is causing multi-DRM systems to reach the same level of business-critical importance that CAS has always enjoyed. Watermarking and secure playback clients are also playing critical roles in safeguarding content and businesses. This study covers all these aspects of content protection. The research reported here is based on extensive conversations with market participants and influencers. Forecasts (2017–2021) are additionally based on in-depth demand analysis data, including video on demand (VOD) subscribers and CE device sales. Key Questions This Study Will Answer: • Is the market growing? How long will it continue to grow and at what rate? • Are the existing competitors structured correctly to meet customer needs? • Is this an industry or a market? Will these companies/products/services continue to exist or will they be acquired by other companies? Will these products/services become features in other markets? • What are the current pricing trends in the market, and how are competitors continuing to provide value-priced products? • What technical trends are shaping the marketplace today? What disruptions are on the horizon, and what implications does this have on future product strategy? • What regional trends exist in digitization, pay TV, and over-the-top (OTT) services, and what do they mean for vendors’ global growth strategies? This study is one in a series of full-length and topical research deliverables provided by Frost & Sullivan in the general area of content protection.
Published: Apr 13 2017 Market Research
Improve Quality of Service (QoS) while Maintaining Control and Reducing Costs
We are in the age of digital businesses.The global society is increasingly communicating, transacting, buying, learning, and relaxing via the Internet. TV services are in the midst of immense disruption enabled by online services.
Published: Feb 14 2017 Market Insights
Competition Sharply Accelerates in the Battle for Conduit to the Big Screen as Consumers Demand Quality Experiences and Ease of Content Delivery
This study provides an in-depth analysis of the global streaming media devices market and the smart TV market. The thin client paradigm, where broadcast, pay TV, and on-demand content is delivered directly via the Internet to consumers, continues to grow. Streaming media devices, smart TVs, and to some extent game consoles and tablets, are at the forefront of this transition. The base year used in the research is 2016, and unit shipment forecasts as well as discussion of major market drivers and restraints are provided for the years 2017 through 2021. Research Scope: • Market trends • Technology trends (e.g., content sharing between devices, curved screens, Ultra HDTV, 4K TV, HDR content) • Analysis by segment (smart TV and streaming media devices) • Regional breakouts (North America and Latin America; Europe, Middle East, and Africa; and Asia-Pacific) Market measurements are analyzed for the year 2016 for both Smart TVs and Streaming Media Devices. Competitive landscape and market share discussions are also provided for the base year 2016 for leading competitors in each market: • Smart TV: Samsung, LG Electronics, Sony, Hisense, Panasonic, and TCL • Streaming Media Devices: Apple, Roku, Google, and Amazon Key Questions This Study Will Answer: • Where do the smart TV and streaming media devices markets stand today? What are the primary challenges faced by vendors in these market? What are the major drivers and restraints for growth? • What are the revenue breakdowns for the NALA, EMEA, and APAC regions? Which are the fastest-growing regions? • What are the key technology trends under consideration? How do they differ between the 2 markets? • What fundamental disruptions in terms of technologies, applications, and product structure will impact vendors, and the market overall, over the forecast period? • Will these devices and form factors remain relevant in the long run? Will they disrupt other markets?
Published: Nov 21 2016 Market Research
OTT Popularity, Device Growth, Network Proliferation, and Infrastructure Investment will Drive Growth
This insight provides a market overview, revenue forecasts, drivers, restraints, challenges, opportunities, and a competitive landscape for the Latin American content delivery networks (CDN) market. Frost & Sullivan's market definition is limited to storage and distribution revenues for CDN vendors. Reseller revenues, licensed/managed CDN revenues, and in-house CDN expenditure are not counted. The Latin American CDN market, thus far, has not lived up to its full potential due to regulatory issues and high technology costs for businesses. Over-the-top (OTT) traffic has also not grown to its full potential owing to limited broadband penetration, difficulties of electronic billing, and the limited availability of adequately localized businesses. However, an upswing in growth is imminent as these challenges are overcome.
Published: Jun 02 2016 Market Insights
IoT Blurs Boundaries between Software Monetization, Billing and License Enforcement, Reinvigorating Growth
This market engineering research service provides revenue forecasts and market share estimates for the global software licensing and monetization (SLM) market. It covers hardware and electronic enforcement form factors and software/SaaS as well as embedded application verticals. The analysis provides detailed numerical forecasts with emphasis on the competitive implications of ongoing disruption and future market needs. The base year used for analysis is 2015 and forecasts span 2016 to 2021. Regional segmentation for NALA, EMEA, and APAC including revenue forecasting is provided. The research service also includes a discussion of market drivers and restraints and a detailed competitive analysis.
Published: Apr 29 2016 Market Research
Our most recent analysis of the software licensing and monetization market shows that some core value propositions endure even as the technology and its applications undergo significant evolution and change. Software licensing solutions were originally created with the goals of preventing piracy and protecting revenue of software products. While an...
21 Apr 2016 Blog post
OTT is redefining entertainment, and OTT profitability is on many executive minds as we lead up to NAB this year. There are many trends and buzzwords in play – cloud, personalization, content monetization, software-defined workflows, UltraHD… and the quest to become the next Netflix or MLBAM. Underlying all these individual technologies and trends,...
08 Apr 2016 Blog post
Quality and Efficiency Demands Fuel Growth, Backpack Encoders Impact Contribution Revenue, Refresh Cycle Bolsters Digital Terrestrial Television (DTT) Segment but High Efficiency Video Coding (HEVC) Remains Elusive
This market engineering research service provides revenue forecasts and market share estimates for the global broadcast and DTT video encoding market. It covers contribution encoding, primary distribution, and digital terrestrial transmission applications. The analysis provides detailed numerical forecasts with emphasis on the competitive implications of ongoing disruption and future market needs. The base year used for analysis is 2015 and forecasts span 2016 to 2020. Regional segmentation for NALA, EMEA, and APAC is provided. The research service also includes a detailed competitive analysis, including the impact of recent acquisition announcements.
Published: Mar 02 2016 Market Research
Published: Dec 16 2015 Market Insights
Volumes Soar but Revenue Shrinks as Value Proposition Shifts from Pure Anti-Piracy to Analytics and Monetization
This market engineering study provides revenue forecasts and market share estimates for the global digital rights management (DRM) market, in terms of both realized revenue and actual valuation. This refers to full-fledged DRM solutions intended to provide persistent, user-specific, title-specific protection for audio and/or video content in business-to-consumer (B2C) use cases. Drivers and restraints, as well as technical and competitive trends, are discussed in depth. The analysis provides detailed numerical forecasts, with emphasis on the competitive implications of ongoing disruption and future market needs. The base year used for analysis is 2014 and forecasts span 2015 to 2020.
Published: Nov 25 2015 Market Research
Low Penetration and Soaring Growth Rates Make HEVC a Hotbed of Innovation, But also of Uncertainty
This insight provides 5-year forecasts for the sale of professional encoders and transcoders in the M&E ecosystem. Elect vendors are highlighted that stand out in the 2014 to 2015 timeframe on account of a strong value proposition and consequent market leadership. This insight also provides select base year numbers and forecasts for HEVC-enabled devices such as tablets, phones, and smart TV sets. This private market insight complements a number of related market engineering studies from the Digital Media team at Frost & Sullivan, including coverage of broadcast and DTT encoders, Pay TV encoders, enterprise encoders and transcoders, media and entertainment transcoders, and consumer video-enabled devices.
Published: Sep 22 2015 Market Insights
HEVC Advance recently released its proposed licensing terms for HEVC compression technology. While the terms are intended to be fair, reasonable and transparent, they are actually going to be extremely difficult for many companies to honor. This is because they make assumptions on content businesses that may have been true in the days of regimented...
23 Jul 2015 Blog post
The trusted execution environment (TEE) is a secure area that resides in the main processor of a connected device and ensures that sensitive applications are stored processed and protected in a trusted environment. The TEEs ability to offer safe execution of authorized security software, known as ‘trusted applications’, enables it to provide end-to...
19 Jul 2015 Blog post
My high level takeaway from Streaming Media East was that the time for talking and garage-hacks is past, and everyone's getting down to serious business now. As we saw at CES, it's clear that the world is getting more connected, and there are more businesses and more applications capitalizing on that connectivity. What was once novel and geeky is n...
05 Jun 2015 Blog post
Content protection has always been a top-of-mind priority for content companies. To date, the most protection energy has been focused on the end-user side, in terms of digital rights management (DRM), copy-protection and traitor-tracing. As workflows become digitized, however, and as speed and collaborative agility become critical competitive diffe...
20 May 2015 Blog post
The high level takeaways from CES are simplistic - devices are getting better, faster, smaller and smarter. The word is getting more connected, and there are more businesses and more applications capitalizing on that connectivity. What was once novel and geeky is now mainstream and profitable. At the same time, the market is now predictably getting...
06 Feb 2015 Blog post
Mostly since it's easier to send a URL to a blog post than to email large attachments, I'm compiling all my publicly released material on HEVC market analysis here. We update this material quarterly, including HEVC-enabled and HEVC-capable device shipment numbers, so if you need current data just send a note to your account manager or to me at avn...
11 Aug 2014 Blog post
In the early days of online video communication and online video delivery, audio was a critical component of the overall quality of experience. When audio is smooth and clear, it can compensate for jitters or glitches in video. On the other hand, loss of synchronization between audio and video can demolish the quality of experience even if the vide...
02 Mar 2014 Blog post
If I had a dime for every time I’ve been asked this question in the last three months, I’d have enough cash to buy a tall latte, and a pastry along with it. And the tax. And the tip. Why is this such an enticing notion, and does the idea actually bear merit? Some history is in order. Back in the nineties as North America transitioned to digital ca...
29 Aug 2013 Blog post
As economies worldwide are staging a fragile if promising recovery, economists continue to chant the mantra of breaking up institutions - specifically, banks - that are "too big to fail". Technology has given rise to many other corporations that are similarly too big to fail. Not because their failure would bankrupt or disrupt a financial ecosyste...
25 Aug 2013 Blog post
NAB 2013 brought home three main themes for the digital media team at Frost & Sullivan: 1)    There’s a clear drive toward delivering media & entertainment solutions that control bottom line costs while growing top line revenues. 2)    Market conversations are shifting toward solutions focused on monetization rather than just products focused on...
24 Apr 2013 Blog post
India is a vast market today for Pay TV, with over 100 million Pay TV households and an estimated 140 million TV households. It is also arguably among the least developed market for Pay TV, despite these numbers. For example, the number of TV households pales in comparison to the country’s population of over 1.2 billion. Also, India still does not...
14 Jan 2013 Blog post
Software License Management solutions are designed to help independent software vendors (ISVs) and device vendors to efficiently monetize their products. The three main functions SLM systems perform are: defining software versions and licensing rules (development); automating license issuance and invoicing (deployment); and ensuring that software i...
12 Dec 2012 Blog post
Apple announced today its intended acquisition of Authentec for $356 million – a valuation of nearly 7x over fiscal year 2011 revenue. Interestingly, although the acquisition is being highlighted in terms of AuthenTec’s flagship business in fingerprint scanning and touch sensor technology for security of mobile computers, revenue growth for this si...
27 Jul 2012 Blog post
Google is known for making information accessible. The search giant is beloved by end users for the easy search and ready experience it enables for content ranging from books to videos. However, what endears it to the masses has fostered significant distrust in the community it needs most to fulfill its GoogleTV ambitions - Hollywood in particular,...
21 Aug 2011 Blog post

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