The player: Yaniv Axen, co-founder of SundaySky, an online video technology firm that converts information on e-commerce sites into online videos for those sites.

The play: SundaySky automates video production because its software takes existing text and visual content on a site and turns that material into videos. “Take an e-commerce site and it has all its production in an inventory with product images and prices and everything is structured. We can turn that into a video showcase,” Mr. Axen said.

The pitch: SundaySky is betting that its technology will appeal to larger e-commerce sites such as CNET, Amazon, Overstock and Walmart that want to automatically turn their content into videos. It’s a low-maintenance solution to add lots of video to a site, Mr. Axen explained.

In the mix: After its founding in Israel, SundaySky recently opened its New York office. The company signed a deal with a sport league as one of its first clients. SundaySky competes broadly with videographers and internal production teams at media companies and sites that might create their own videos.

The money guys: Mr. Axen founded the company two years ago with CEO Shmulik Weller and has raised $8 million in venture funding from Carmel Ventures and GlobeSpan Capital. Rather than charge a license fee, SundaySky makes money via a share of advertising revenue or transactions generated from the technology.

The pros: SundaySky’s technology creates video on the fly. “If you want to change 3,000 videos on a daily basis, we can do that,” Mr. Axen said.

The cons: A business model that relies on a share of ad revenue faces challenges in tough economic times, especially with so many other companies also looking to survive on a cut.

Background: Mr. Axen earned a bachelor’s degree in computer science and a master’s in business administration from Tel Aviv University. He spent five years in the Israeli Defense Forces, then began working at tech startups. He also worked at technology firm Phillips before starting SundaySky.