Ericsson has cashed in on the cloud native buzzword euphoria with the launch of a fully virtualized video processing platform.

Under the catchy names of MediaFirst Management Controller and MediaFirst Encoding Live 8.1. Ericsson hopes to capitalize on consumer demand for new services in areas such as UHD, virtual and augmented reality, as well as dynamic ad insertion. The new proposition will be launched NAB in Las Vegas next week.

“We are making it easier to monetize services and drive down processing delivery costs throughout the entire content lifecycle,” said Elisabetta Romano, Head of Media Solutions at Ericsson

“Management Controller and Encoding Live 8.1 are pivotal enhancements to MediaFirst Video Processing, the media industry’s most complete video processing solution. With these launches, Ericsson simplifies operations for content owners, broadcasters and service providers by enabling the move to complete virtualization across the media processing delivery chain.”

The MediaFirst Management Controller simplifies the transition through to software-based architecture, the Ericsson team claims, while also providing a single access point for all your Ericsson video product delights Encoding Live, On Demand, Packaging, and Stream Processing. MediaFirst Video Processing Encoding Live 8.1 on the other hand enables faster content deployment.

We’re not sure about you, but we don’t know whether we can wait a week.