Viddy Shoots for Multi-Platform with Android Release
Viddy Shoots for Multi-Platform with Android Release

Viddy, the Los Angeles start-up whose 15-second mobile video application has been downloaded more than 40 million times on iOS devices, will release its eponymous app for Android devices Wednesday.

Used by Justin Bieber, Snoop Dogg, Ellie Goulding, Rihanna, Linkin Park and other artists to capture and share 15-second video snippets, the application has seen rapid adoption since it was released in April 2011, primarily because of its dead simple interface.

But with 1.3 million new Android devices being activated each day and 500 million already in circulation worldwide, Viddy had been missing out on a massive audience, said the company's co-founder/chief executive, Brett O'Brien, a serial entrepreneur who also founded Xdrive and sold it in 2005 to AOL for $30 million.

The Android app, close to five months in the making, will be available as a free download in 136 countries, 16 languages and across 757 different mobile devices that use the Android operating system.

Because of the sheer number of different Android devices, "it's harder to develop for, but it also has a lot of advantages," O'Brien said.

Many Android devices, for example, have relatively large screens, fast 4G connections and the ability to record high-definition video, he said. In addition, Android devices also tend to pack more compute power than the average mobile device, allowing users to process videos in the background while multi-tasking on their devices.

Like the iOS version, Viddy's Android app lets users take videos up to 15 seconds in length, apply a filter such as "Vintage" or "SoHo," and add one of 17 licensed soundtracks, including Goulding's "Figure 8," and Owl City and Carly Rae Jepson's "Good Time," and share the clip with friends -- all within a couple of minutes.

Videos created with the app on Android can be shared, commented on and liked by Viddy users on iOS, the web or other third-party distribution partners such as Pulse Reader, Facebook or Twitter.

The company has raised $38 million from Goldman Sachs, NEA, Battery Ventures, Khosla Ventures as well as Jay-Z's Roc Nation, Will Smith's Overbrook Entertainment, among others high-profile investors.

While Twitter has been about social texting and Instagram is at the forefront of social pictures, O'Brien wants Viddy to be about social video, which until relatively recently has been constrained by the lack of simple editing tools and large file sizes that make quick sharing on mobile devices more cumbersome.

"It's still early days for mobile video," O'Brien said. "The technology is just now making it possible for us to reach a mainstream audience, and Android will help us continue to grow."