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MEDIA & MARKETING | Staff Reporter, Singapore
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Here's how 90 Seconds chief Tim Norton revolutionised the SaaS platforms

He founded the world's leading cloud video creation portal for brands.

Tim Norton is no stranger to failures. After he failed with his two earlier business ventures, Norton was soon overwhelmed with debt, with no assets to augment his losses. This did not discourage him to put up a business. Few other attempts later, he founded what he now proudly calls 90 Seconds.

90 Seconds is a platform where brands can purchase, plan, shoot, edit and review professional videos across the globe - all online or from their mobile. Norton likens 90 Seconds to AirBnB and Uber, in the sense that people have access to everything they need under one, comprehensive software platform and marketplace.

Over the last five years, 90 Seconds managed to produced 10,000 videos for more than 1,000 brands in 80 countries. It has come a long way since Norton established it as a startup with nothing in his pockets, only the vision to shake up Software as a Service (SaaS) platforms.

Singapore Business Review spoke with Norton to find out how the 90 Seconds startup became a global enterprise.

SBR: Explain what your company does. What is new and different versus your peers?

90 Seconds is the world's leading cloud creation platform, allowing brands to purchase, plan, shoot, edit and review video anywhere in the world, online and on mobile.

90 Seconds is a platform which combines a marketplace, workflow and asset management software system, with a global community of vetted, rated and managed 90 Seconds Creators and, a global 90 Seconds Success Management System and team.

The 90 Seconds marketplace, workflow and asset management system has been designed specifically to enable and manage end to end cloud video production. The software is completely unique and being constantly developed to be the best cloud video production software in the world.

The 90 Seconds Creator community uses a global network of both freelance and small business video professionals and resources and provides a unique and refined software and people based activation and engagement system to turn individual talented people and small businesses into high quality, fast, collaborative global 90 Seconds Creator teams.

90 Seconds has a unique 90 Seconds Success Management system developed over 6 years which combines software and people systems with a world class team of success managers with a range of deep video production backgrounds from online video to TV and film production houses and TV broadcasters.

The seamless and unique combination of the software and the community is what enables 90 Seconds to provide incredible value to both creators and brands at very high quality and efficiency (speed, simplicity and financially).

See how it works through this link.

SBR: Give us an anecdote that explains how your company works.

Let’s imagine you’re a big multinational brand in over 400 locations throughout the world and you need to shoot in a whole bunch of those locations over the next 12 days. You would come to 90 Seconds and click the ‘make a video’ button, put in a brief and you can put in anything you can do. You might put in a two line brief or you might put in everything you want, all with clicking a few buttons. That then instantly activates a production person to contact you. A shooter will be with you anywhere from an hour to a day in over 80 countries around the world. They turn up and run a professional video shoot. If you don’t know how to run a professional shoot, they’ll guarantee they’ll get the shots and sound bites and tell a good story. That footage will get uploaded, an editor will jump online, potentially in a different location, ready to do that job straight away. They’ll then do an edit and then deliver that video straight back to you for review. Once you’re happy,that video will be published to the web with an initial round of SEO. This entire process will be managed all online and in one location, on the web and on mobile.

See how Uber does video Production on 90 Seconds 

SBR: Tell us about your vision for the company and what you are currently working on.

In the immediate here and now, 90 Seconds has recently opened a base in San Francisco and will be opening an additional 3 bases in the coming months, in New York, Hong Kong and Berlin. Our main base is still Singapore though.

In the not too distant future the entire 90 Seconds platform will have been Rebuilt to ensure we stay the best cloud video creation platform in the World. This will deliver to our customers (Brands and Creators) an amazing and world beating experience that people love to use. It will also provide massive customer acquisition and retention opportunities and future proof that the company's product & technology will continue to be highly competitive.

We will also expand out our coverage, which is our creator community. Currently there are over 5,000 creators in over 80 countries, and soon we’ll see that number go up to around 20,000 or 50,000 so we really have true global coverage and brands can access 90 Seconds creators anywhere.

SBR: Tell us what makes you unique and what makes you stand out in the industry.

What makes us different is definitely our workflow, marketplace and asset management, all in one place and managed online and on mobile. The fact that brands can purchase, plan, shoot and edit anywhere in the world is really something totally unique!

90 Seconds also has a unique video series where you can go behind the scenes and watch the action as it happens. We capture our entire business story in real-time. Ride the Wave (http://ridethewave.video ) was launched in 2015 and has followed the company through its journey, including our recent completion of our USD $7.5m Series A funding, led by Sequoia.

SBR: What sectoral issue would you like to discuss and what role does your company play in the issue? How will your company be a tool in solving issues, if any?

The 90 Seconds platform is targeted to work for the brands and creators and bring them together really fast and efficiently. Because if you’re a big brand or agency trying to deploy say 10 film shoots across Ssia right now it’s a big deal and it’s probably going to cost you a lot of money. You can push that through the 90 Seconds platform at a lower cost and get the result. What’s coming through is that 90 Seconds is the platform that facilitates everyone in the video production marketplace, in one place, which is what these brands and agencies need and want.
 

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