"Figures suggest that, by December 2016, some 75 per cent of all ‘i-device’ users will be using iOS10, so that’s 100 million users now able to see interactive video. Until now, they could watch interactive video on Android devices - but not on iPhones."

According to James Lindberg of the Boston MA-based interactive video specialists HapYak,  interactive video is engaging, memorable, and produces results in terms of user learning. However, so far the USA’s 100m mobile web users, along with others around the world who’re on iOS haven’t been able to use it.

Speaking during a recent HapYak webinar, James Lindberg said, "Video is the most engaging way to get your message across and out into digital media. Interactivity is what everyone on the web expects. Interactive video brings this together. iPhone is the fastest-growing way by which video is consumed. Up to now, there’s been no standards-based solution that makes mobile video work on the mobile web with interactive elements. That’s different with iOS10. With iOS10 comes Safari10, which is the delivery platform for mobile web content," James added. "Safari10 enables in-line video."

CloudQast’s Damian explained, "In iOS9 and before, you played video in QuickTime, not in Safari. In iOS10, video will play in its original box (in-line), not full screen - unless, of course, you want it to play in full screen – and it’ll do it via Safari. The video plays in the mobile device’s web browser – just like it would on the desktop. This means you can continue to use HTML to affect that video experience. This makes interactive video possible and, as we know, interactive video engages users," Damian continued. "Moreover, iOS10 allows video producers and, for example, learning administrators to track usage of the video materials and upload this data to a learning-management system (LMS).

"At CloudQast, we see this is as a major step in the evolution of technology-delivered leadership communications, along with similarly delivered learning-and-development (L&D) materials," he added. "We’re delighted that CloudQast is in the vanguard of interactive video technology, helping its customers to improve the reach, engagement, and effectiveness of their L&D materials around the world."