• by Gavin O'Malley  @mp_gavin, January 5, 2010

Online video platform Brightcove on Tuesday named David Mendels as its new president and chief operating officer. Most recently, Mendels served as EVP and general manager of Adobe's enterprise software and Business Productivity division.

Mendels has been a member of the Brightcove Board of Directors since late 2008, during which time he worked closely with the company's CEO Jeremy Allaire.

"I worked with David extensively in the past," said Allaire, insisting that Mendels' "addition to the executive team will be rocket fuel for us and our customers."

Getting the year started, Mendels will be responsible for accelerating Brightcove's global expansion strategy and operations.

Founded in 2004, Brightcove turned a profit for the first time this year -- while this year and next, Allaire says Brightcove will post 50% better year-on-year revenue.

Driving growth during a difficult period for media companies, Allaire recently projected that business from non-media companies will make up 65% of Brightcove's revenue during the fourth quarter of the year.

As the adoption of video platforms proliferates beyond the realm of media and entertainment, Brightcove and rival Ooyala were recently cited by Forrester Research as the top vendors to beat.

Brightcove -- rumored to be a Google acquisition target -- separated itself from the pack with leading scores in distribution and integration, while Ooyala earned its highest marks in monetization and analytics. Each platform, however, is fully capable of serving all segments of the video market on a global basis, according to Forrester.

Today, 71% of the U.S. online audience watches video online, while Forrester expects the number of streams consumed to more than double by 2013. Driving this growth is an explosion of video content from users, professional studios, and marketers.

Indeed, while the large media and entertainment companies may have been first to integrate video into their Web sites, Forrester sees organizations of all sizes across all industries increasingly adopting video on their sites.

During his career at Adobe, Mendels helped set up Macromedia's international sales and operations, including the launch of operations in Latin America and Japan, while spearheading business development and alliances, and acting as a general manager on various Macromedia products and businesses.