We take large, bloated animated gifs and compress them to a video format. This allows us to reduces the size 10-20 times smaller (on average). We were the first to bring this to html5, we became a global top 1000 website within 6 months and are growing fast.
The customer is anyone on the internet that uses or consumes animated gifs. Our main market right now is reddit and we've become very popular as an alternative to straight gif delivery.