Firstborn Taps for New SoBe® iOS App – "Try a New Look"

Tools dramatically accelerates time-to-market

San Francisco, CA – September 13, 2011 –, the world’s largest video encoding service, today announced it has teamed with Firstborn, a leading New York City-based digital agency, to help deliver “Try a New Look,” the fun and edgy iPhone/iPad App for SoBe®, a product of Pepsi-Cola North America Beverages.  The video management component of this application made the development and deployment a complicated effort, but was dramatically simplified by leveraging the platform and expertise of the engineering team.  Originally scoped as a three-month, in-house project, Firstborn was able to deliver in just three weeks.

Firstborn is a multiplatform agency that creates websites, online ads, digital applications, interactive installations, and just about anything else that takes advantage of digital technology.  Although staffed in-house with sophisticated technologists, Firstborn found directly managing the ever-changing field of video encoding required significant, on-going, in-house investment. The SoBe project not only required video encoding for iPad requirements, but also watermarks, clipping, rotation, concatenation and muxing (adding) an audio track to video track.  Facing an estimated three-month in-house project, Firstborn turned to, which quickly applied its deep expertise in encoding for Apple iOS, thereby streamlining and accelerating the development process.  The result… the video portion of the SoBe App took 1/4 the time of the original schedule.

“Cloud vendors usually offer their services ‘as is’ and the best we can expect is a User Forum.  Then reached out directly and consistently made things better for us.  In our experience, this is truly unique,” said Francis Turmel, CTO of Firstborn.  “Now we know we can bring a whole problem, instead of just a question, and they give us a solution rather than just an answer.  This is awesome.”

“We’re excited about working with Firstborn, named a ‘New model agency’ by AdWeek,” said Jeff Malkin, President of “Combining their creative video app ideas with our deep expertise in video management, creates unique, leading-edge apps and content for Firstborn’s clients. understands the specific requirements for each of the multitude of browsers and mobile device specifications, including iOS devices, and provides presets, APIs, and expertise that save customers, like Firstborn, hours of research and experimentation.” 

About, the world’s largest video encoding service and provider of, the universal video platform, powers over 2,000 companies, including leading brands across media and entertainment, eLearning, retail, telecommunications, lifestyle, and advertising.  Blending a flexible SaaS model, using cloud-computing platforms, enables publishers and developers to instantly scale, while eliminating expensive video infrastructure investments. supports all popular web and mobile formats, utilizing its proprietary Encoding Intelligence™ to accelerate processing, reduce errors and optimize video for any device. Gartner recognized as a “Cool Vendor 2011.”  For ongoing Company updates, please see or follow @encodingdotcom on Twitter.