First universal video URL sevice launched promises to deliver video 'on all' devices and browsers has announced the launch of what it claims to be the world’s first universal video URL service,

The service, launched in private beta today, is aimed at simplifying the delivery of video to mobile devices and browsers, with president of, Jeff Malkin, saying that the service is what the industry has been crying out for.

“ ensures that online video can be experienced on all devices and browsers,” Malkin said in a statement. “It has solved this complicated issue in a unique and super-simple way for content producers.”

As well as making videos compatible on multiple devices, the service enables HTML 5 to be embedded, and a link shortening service similar to that used on

With recent reports that is the next big content aggregator, content publishers may view answering the cries “Can you just take my video and make it work for all phones and browsers?”, read a statement from

The launch of comes after the W3C (World Wide Web Consortium) last week announced that HTML5 will be the last numbered version of the HTML standard.

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