The player: Bismarck Lepe, CEO of online video technology platform Ooyala in Mountain View, Calif. The name of the company means “cradle” in Telugu, a Southern Indian language.

The play: Aiming to bring the best of Web services like a Brightcove or TubeMogul under one roof, Ooyala offers a range of online video services including a video player, video delivery, syndication tools, interactivity, analytics, transcoding, encoding and content management. The company makes money via software and service fees.

The pitch: Ooyala users can upload more than a dozen kinds of file formats to the system, which then flips them into the proper format depending on the end use. The company is betting that its competitive edge lies in providing a full suite of services from start to finish for video producers and media companies.

In the mix: Ooyala faces competition from a broad swath of companies such as Brightcove, thePlatform and Digitalsmiths and measurement firms including TubeMogul and Visible Measures. Customers include Joost, AOL, TV Guide, Electronic Arts U.K. and National Geographic.

The money guys: Ooyala has raised $10 million in venture funding from Sierra Ventures and private investors.

Pros: While its competitors have been in business much longer, Mr. Lepe considers that an advantage: They’ve done the heavy lifting in building the market for online video services, he said.

Cons: Ooyala is late to market and competitors such as Brightcove have had five years to mine revenue from media companies.

Background: Ooyala launched the service in a beta test in late 2007, then commercially last summer. Mr. Lepe earned his bachelor’s degree at Stanford and most recently worked at Google as a senior product manager for AdSense.