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Pressing play on web video.

Saffron Digital is making it possible for companies to offer consumers web-based video straight to mobile, with no need to encode it themselves.

The firm will start with UK magazine publisher IPC, for which it manages the off-portal mobile presence for properties such as “Nuts and What’s On TV”. At present mobile users looking for video via a search box can only access clips that have been pre-modified for mobile handsets.

However, with a technical tweak from Saffron that takes less than one week, any video that displays on a web page will reproduce on a mobile handset automatically.

The company is in the process of making its technology available to any website owner. Shashi Fernando, CEO of Saffron, said: “If a content owner is offering free videos from their website, why should not they make it accessible on a mobile screen too?”.