The online video website Joost has changed its strategic course and is reinventing itself as a business-to-business technology provider. In the process, CEO Mike Volpi will step down from his role. Matt Zelesko, the current SVP of engineering for Joost, will assume the role of chief executive, according to the company.
Joost originally launched in 2006 as something of a YouTube-killer, offering streaming television programming and music videos. Despite offerings like a new iPhone application, the company failed to make much of a dent in the online video space, which is ruled by YouTube and rising stars like Hulu.
Under the new strategy, Joost will offer solutions for media companies to publish video under their own brands, according to a press release.
