At Digital Samba, we’re always thrilled to share our journey, insights, and the innovations driving our mission to make video conferencing seamless and secure. Recently, our co-founder, Robert Strobl, had the pleasure of joining Anna Nadeina on the saas.unbound podcast. Hosted by Anna, Head of Growth at saas.group, her podcast is known for its engaging conversations with founders and experts who are pushing the boundaries of what’s possible in SaaS.
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During this conversation, Robert opened up about our journey, challenges, and what it takes to build a sustainable SaaS company in the rapidly evolving video conferencing landscape. Here’s a deeper dive into the highlights of that conversation, where Robert shares how Digital Samba is redefining video conferencing with our innovative approach to Video Platform as a Service (VPaaS).
Anna: "Robert, welcome to the show!"
Robert: "Thanks, Anna! It’s great to finally be here."
Kicking off the conversation, Robert took us back to his early days in the tech industry. Like many self-taught developers of his time, he started out without formal training, driven purely by curiosity and a passion for coding. "When we started in 2002, video conferencing was still a novelty," Robert recalled. "Back then, there wasn’t even Skype—it only launched a year later."
Robert’s journey began with the ambitious idea of starting a web development agency with two friends. But as they explored new technologies, they discovered a niche that excited them more—live video in web browsers. This revelation came during a time when the internet was still static and relatively unengaging. "Being able to do live video was groundbreaking. It was the perfect mix of tech and creativity," Robert explained.
From a small apartment in Barcelona, Robert and his friends took a leap of faith, pivoting from web development to creating their own video conferencing solution. The decision came at a time when broadband was still a luxury, and video communication was deemed unnecessary by many. "People thought we were crazy," Robert laughed. "They’d say, ‘Who’s going to use video conferencing?’ But we saw the potential."
By 2003, Digital Samba was officially founded, coinciding with the rise of Skype. However, unlike its competitors, Digital Samba realised that, over time, it should focus on a different approach—offering white-label solutions and robust APIs. While this strategic pivot formed gradually, about two years ago Digital Samba leaned fully into this strength and built a system that allowed businesses to seamlessly integrate video conferencing capabilities into their existing platforms, creating a stickiness that ensured customer retention.
"We realised that building APIs would allow other companies to create around our technology," Robert explained. "It was a game-changer. Once businesses invested in integrating with Digital Samba, they were less inclined to switch."
Fast forward to the present day, and the landscape of video communication has transformed dramatically, particularly after the pandemic. Digital Samba found itself competing with industry behemoths like Microsoft Teams and Zoom. However, instead of trying to outdo these giants head-on, Robert and his team chose to double down on what they do best: offering a specialised, integrated solution.
"Video conferencing has become a commodity, almost like email," Robert observed. "But we’ve repositioned ourselves. We’re no longer just in the video conferencing market; we’re part of a new space—Video Platform as a Service (VPaaS). Our mission is to make it as easy as possible for developers to embed video conferencing into their products."
The shift to VPaaS two years ago marks Digital Samba’s renewed focus on empowering developers and enabling seamless integration while maintaining the highest standards of security and privacy—something Robert is particularly passionate about.
One of the most impressive aspects of Robert’s story is that Digital Samba has remained a bootstrapped company for over two decades. In an industry where startups often rely on heavy venture capital funding, Digital Samba’s journey is a testament to sustainable growth.
Anna: "How do you stay motivated after 22 years?"
Robert: "It’s about remembering that it’s a marathon, not a sprint. We’ve kept tight control over our cash flow and stayed focused on what matters—building great products and ensuring our customers are happy. We don’t have massive marketing budgets, so we rely on SEO and account-based marketing to reach our ideal customers."
Digital Samba has built a loyal customer base by nurturing close relationships with clients and offering unparalleled customer support. "We’re a small team, but we make up for it by being incredibly responsive. If a customer needs something, we’re there," Robert emphasised.
Reflecting on the challenges of running a business for over two decades, Robert candidly shared both the highs and the lows. "We’ve been around long enough to see companies like BlueJeans come and go, but we’re still here. We’ve had to pivot and adapt, especially with the rise of giants like Zoom, but we’ve always stayed true to our niche."
As for the future, Robert is optimistic. Digital Samba’s new product line focuses on leveraging VPaaS to its full potential, allowing businesses to embed high-quality, secure video conferencing into their platforms effortlessly. "I’m convinced this is the best technology we’ve ever built. It’s the culmination of everything we’ve learned over the years."
In a particularly heartfelt segment, Robert discussed the importance of maintaining a work-life balance, especially in the remote work era. "At Digital Samba, vacations are sacred," he shared. "We encourage our team to truly disconnect. It’s not just about taking a break—it’s about recharging so you can bring your best self to work."
For Robert, it’s about more than just running a successful business. It’s about creating an environment where people are motivated, fulfilled, and, most importantly, happy. "At the end of the day, it’s not just about the technology or the profits. It’s about building something meaningful with people you enjoy working with."
As we look ahead, we’re more excited than ever about the opportunities in the Video Platform as a Service (VPaaS) market. By continuing to innovate and stay focused on our core strengths, we’re confident that we can help businesses unlock new possibilities with embedded video.
"We’re just getting started," Robert concluded. "Our mission is to make video conferencing as seamless and intuitive as possible. We want to empower businesses to create unique experiences that engage their users and drive real value."
Our commitment to innovation, privacy, and customer success will guide us as we continue to grow and evolve. Thank you to SaaS.Unbound and Anna, for allowing us to share our story. We’re excited to keep pushing the boundaries of what’s possible in embedded video solutions.
Stay tuned to our blog for more updates, insights, and thought leadership from Digital Samba as we continue transforming video communication's future.