MPEG LA Looks to Boost VVC Adoption Via Royalty Waivers, Discounts
MPEG LA is offering a royalty software waiver and discount to boost adoption of Versatile Video Coding (VVC), introduced in January, it said Monday. MPEG LA hopes to bring the license “into conformity with market realities,” it said. The measure…
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waives royalties for stand-alone VVC software products sold to end users, while assuring all licensees will be covered under patents that those licensees may own, a spokesperson emailed, saying there's virtually no market adoption so far. “Investments in new e-commerce and advertiser supported services that utilize standalone software will lead the adoption of next generation video and these initiatives will accommodate it,” said MPEG LA CEO Larry Horn. MPEG LA “respects that decisions to adopt new video standards are for the market to make based on technical, economic and other factors,” Horn said. “The market doesn’t build business models around licensing terms,” he said, but to “generate new products that enhance the quality of life, and licensing terms must work in concert with rather than as an obstacle to their adoption.” A 25% royalty discount is available to any VVC licensee that's compliant with MPEG LA’s AVC, HEVC and VVC patent portfolio licenses, it said.