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elemental Amazon Web Service, Inc. which is an Amazon company today announced acquiring Elemental Technologies, a leading supplier of software defined video solutions for multiscreen content delivery. The Acquisition will bring AWS Cloud platform together with Elemental’s leading video solutions.

Elemental Technologies founded in 2006. Elemental software makes it easy for media and entertainment companies to take live and on-demand video destined for traditional networks like cable, satellite, or over-the-air broadcast and re-format that content for distribution to PCs and smart phones, tablets, and TVs. The company has more than 700 media franchise customers and powers some of the world’s most popular over-the-top TV (OTT) applications, like the BBC’s iPlayer, CNNGo, ESPN Score Center, HBO Go, MSNBC Shift, and Sky Go & Sky Now. It is supporting the world’s first 4K Ultra HD services including those that were delivered by the BBC during the 2014 World Cup.

Element Technologies has it headquarter in Portland, Oregon. The company has offices in the United States, the United Kingdom, France, Hong Kong, Singapore, Japan, China, Russia, India and Brazil.

Crunchbase claimed the company raised roughly $44 million from investors over the years, including venture firms General Catalyst Partners, Voyager Capital, Steamboat Ventures, and Norwest Venture Partners. Others of its investors include the Australian telco Telstra, the European pay TV giant Sky, and the angel investor groups Oregon Angel Fund and Alliance of Angels.

Amazon beats competitors like Ericsson AB, Cisco Systems Inc and other to buy out the company and cost Amazon $500 million in cash to Acquired Elemental Technologies.

According to Wall Street Journal, Amazon’s AWS is one of its faster-growing units, providing computing power and cloud storage for startups and some bigger firms like Netflix. The unit had $3.39 billion in sales in this year’s first half, a 65% jump from a year earlier, and it doubled its operating income to $655 million.

Amazon Web Services (AWS) launched in 2006, offers a robust, fully featured technology infrastructure platform in the cloud comprised of a broad set of compute, storage, database, analytics, application, and deployment services. A collection of remote computing services, also called web services, make up a cloud-computing platform offered by Amazon.com. These services operate from 11 geographical regions across the world. The most central and well-known of these services arguably include Amazon Elastic Compute Cloud and Amazon S3. Amazon markets these products as a service to provide large computing-capacity more quickly and more cheaply than a client company building an actual physical server farm. Amazon’s AWS is one of its faster-growing units, providing computing power and cloud storage for startups and some bigger firms like Netflix. The unit had $3.39 billion in sales in this year’s first half, a 65% jump from a year earlier, and it doubled its operating income to $655 million.

Amazon has been competing with Netflix Inc and others to be central player and this deal could help Amazon become just that in a rush to provide consumers video on all types of devices putting the company at the center of the Web video boom and the takeover being Amazon’s biggest deal since buying Twitch, a video game streaming site last year for almost $1 billion. Amazon will fold Portland, Ore.-based Elemental into its Amazon Web Services cloud computing division.

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