Continuing to expand its TV Everywhere (TVE) portfolio beyond its core customer web portals and authentication services, Synacor is now partnering with Siemens to make a big splash in the rapidly growing OTT video market.

Synacor Inc. announced a deal Wednesday with Siemens Convergence Creators GmbH to integrate Siemens' online video product, OTT Swipe, with Synacor's suite of TVE services. Under the deal, Synacor will act as a "preferred gold-reseller" of OTT Swipe, a business management system designed to enable such "carrier-grade" video solutions and OTT services as multiscreen video workflows, policy management, lookback services and device distribution.

The new Synacor-Siemens partnership also includes EveMeta, a video encoding specialist that offers high-quality, low-bandwidth solutions for delivering video to multiple screens. The combined platform will support a wide array of consumer devices, including iOS and Android smartphones and tablets, such gaming consoles as PlayStation 4 and Xbox One, Roku Inc. , Android and other media streaming boxes and connected TVs.

Synacor and Siemens officials said the partnership will enable Synacor to offer a suite of OTT services to its current base of more than 50 pay-TV providers that use its existing TVE suite of products. That base mainly consists of US cable and telco operators, including such larger ones as CenturyLink Inc. (NYSE: CTL), Charter Communications Inc. , Mediacom Communications Corp. , Verizon Communications Inc. (NYSE: VZ) and Suddenlink Communications .

Synacor executives also aim to use their new integrated OTT platform to make strong inroads among broadcasters, cable networks, online video providers and other video programmers. Although they have not swung any deals with programmers yet, they hope to sign up a number of them over the coming months.

"OTT video is a key part of our growth strategy," said Synacor CEO Himesh Blise, who has been aggressively pushing the company into new market segments to re-stoke its sluggish growth. "This is now an OTT offering that we can take to the broader marketplace."

This latest deal comes just four months after Synacor inked a similar partnership with the thePlatform Inc. to put together an end-to-end TVE solution for both video service and content providers. Under that agreement, Synacor's multiscreen video solution is leveraging mpx, thePlatform's flagship backend video management system for multiscreen workflow, policy management and playback services. As a result, Synacor can now tie mpx into its existing multiscreen offerings, including Starpage, a search and discovery/metadata platform that it inherited from its earlier acquisition of NimbleTV. (See Synacor, thePlatform Tie Multiscreen Knot and Synacor Scoops Up NimbleTV.)

Want to know more about OTT video trends? Check out our dedicated OTT video content channel here on Light Reading.

For Siemens, the partnership with Synacor will provide it with access to the critical US market. Up till now, Siemens has focused on Europe and Asia, delivering OTT video management services to such pay-TV and content providers as Mobily in Saudi Arabia, Zee TV in India and Super RTL, a kids-focused app for one of Germany’s largest broadcasters.

"We're very eager to address the US market," said Markus Placho, head of business unit media for Siemens. "I'm 100% sure we'll play a very [important] role."

— Alan Breznick, Cable/Video Practice Leader, Light Reading