"The promise of Silverlight is that it's a cross-device, cross-browser, cross-platform solution, and it works same on Macs as it does on Windows," says Goldfarb. "we've worked with Apple to create a server-side based solution with IIS Media Services, and what we're doing’s taking content that's encoded for smooth streaming and enabling content owner to say, 'I want to enable the iPhone.' Server’ll dynamically make content work, same content, same point of origin on iPhone. We do this with HTML 5 <VIDEO> tag, in many ways." Goldfarb showed a HTML page where <VIDEO> tag's embedded, linking to familiar "Big Buck Bunny" animation that Microsoft used in demos. Video’s located on IIS server that now knows how to respond to a request from QuickTime. "We're translating content to support MPEG2 v8 [decoder] format that iPhone format; we're moving it to their adaptive streaming format. So it's same IIS smooth streaming content, same server, same point of origin, but now I can get that content to play without any code changes, without any real work, on iPhone. That's critical thing for our customers."