Joost Drops Video Desktop Client, Concentrates On BrowserJoost Drops Video Desktop Client, Concentrates On Browser

Peer-to-peer video startup Joost is discontinuing its desktop client and moving to a Web-based player as the firm attempts to get traction in the hotly competitive online video marketplace.

"Video plays directly in the browser as opposed to a separate piece of software," said Joost spokesperson Kerry Vance in an e-mail Monday, explaining the advantage of delivering its free TV service over an Internet browser. "And there are more tools available (on a browser) to find videos that you want to watch."

Joost has attracted much attention in the online video market, because its founders -- Janus Friis and Niklas Zennstrom -- pioneered much of the P2P universe with their earlier KaZaa and Skype companies. Joost also has attracted a lineup of blue chip investors, who have chipped in more than $45 million in the firm. Investors include CBS, Global Expansion Index Ventures, Li Ka Shing Foundation, Sequoia Capital, and Viacom.

After a rocket-like takeoff several months ago, Joost stumbled briefly and cut its work staff while it rewrote its business plan. The online video market still appears to be sorting itself out with dozens of well-financed companies and partnerships clamoring for leadership. GigaOM reported Joost's imminent shift to a browser-only strategy on Friday.

In July, Joost began a joint venture with China's TOM Group to bring the video service to Greater China. At the same time, Joost said it was launching a new Chinese version of Joost on Joost.Tom.com.

At the time Mike Volpi, Joost's chief executive officer, said: "Joost has always been a global service, and our partnership with TOM is a perfect example of the regionalized offerings we are able to bring to the market. There's a great market opportunity in China -- content producers who are making high-quality content, advertisers eager to reach consumers online, and an active online community. Collaborating with TOM, which operates one of the most popular online portals in China, positions us strongly in the region."