Turning Competitors into Customers

Ziggeo has managed to turn its competitors into customers. How has it done that? In the early days, Ziggeo was actually conceived as a recruitment platform. The main idea was for candidates to record videos so employers could hear first hand from a large number candidates -- and employers could record videos so candidates could hear first hand from them. Ziggeo couldn’t find a suitable video recording and playback API out there so it needed to develop its own. The only APIs out there didn’T support HTML-5 / WebRTC -- and didn’t include security features and the flexibility needed for Ziggeo’s platform. Ziggeo poured engineering resources and talent into getting its video technology just right. And once it was launched, the founders quickly realized that Ziggeo couldn’t be the only company that needed to develop its own in-house solution. In fact, all of its competitors -- that is recruitment platforms looking for an easy way to record candidate and employer videos -- had to have had the same problem as Ziggeo. Ziggeo realized that this was a real opportunity -- in fact, it was a potentially bigger opportunity than the recruitment platform it launched. By launching its API for video recording and playback, it could turn its competitors -- the other recruitment platforms -- into its customers. And that’s exactly what happened. So as not to compete with its customers, Ziggeo decided then to close its recruitment platform and concentrate all its efforts in developing the award-winning API for video recording and playback that it is today.