There are many video providers on the internet that are competing for your glances.  Fighting for market share with among the likes of YouTube, MetaCafe, and Dailymotion, Vimeo has been in a tough position to say the very least.  As a longstanding supporter of HTML5 and the video capabilities that the platform provides, it has been one of the few services that have a fully featured in-browser delivery system for their media on iOS based devices.  They have always hung their hat on the fact that they never needed a supplementary iOS application to play your content, but that looks to be changing very soon.

Projected for an App Store release of some point late in the fourth quarter of 2010, Vimeo has decided to not only be trailblazers in the browser space, but to bring their multimedia expertise to their viewers in an iOS tailored application.  While some could interpret this as backpedaling on their prior plans, Vimeo General Manager Dae Mellencamp seems to think otherwise.

“Vimeo user(s have) been asking for an iPhone app for a long time. Not everybody uses the browser as much, on the iPhone particularly. People have become prone to using the apps. We want to be where the users are.” — Dae Mellencamp via NewTeeVee.com

This simply looks like a smart business move on the part of Vimeo: to go where the audience is.  As far as I am concerned, in an already tightly contested streaming content ecosystem, it would only make sense to follow in the footsteps of the other market leaders.  Really, it is a marvel that it took them this long to make the jump.

At the end of they day, this is all about the advertising dollars and in order to stay afloat you need the numbers.  This should put Vimeo in a much better position than they have been, plus allow them plenty of room for expansion.  Who knows, we could even be witnessing another party seeking to usurp Apple iAds from their lucrative position atop the In-App advertising heap.  Only time will tell.

[ via NewTeeVee.com ]

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