Online video startup Fliqz has been on our radar for a while. Founded in 2005, the company provides a customized flash player solution for approximately 2000 clients and recently added 3.2 million to an initial $2.5 million of second round funding from Mohr Davidow Ventures.

Despite a solid partner list and good technology very little has been written about them, so today I took time out to speak with Kris Drey, VP of Product Development and Fliqz blogger, to get a little more insight into what they’re up to.

Fliqz, initially conceived as a “Shutterfly for video” solution allowing users to host video privately, shifted gears as the company secured funding and realized that there was a niche in providing professional quality players at a low price to mid-level content companies.

“We don’t consider ourselves a Brightcove competitor” Drey said. Instead the company is focused on providing a “friendlier” completely customizable plug-and play offering for midsize companies looking to easily build unique user experiences.

Part of this is making the process simple. A self-serve player creator walks customers through building their own custom players, and an IE toolbar is available that allows users to upload content and receive an embed code directly from the browser. Their Fliqzter widget makes it possible to upload content to Fliqz from any website.

Fliqz offers four tiers of service; basic is free but Drey said most customers opt for Silver or Gold packages: $199 and $499 a month for 1,000 and 10,000 streams served respectively. These also offer additional customization options such as watermarking, ad integration and advanced analytics. For a development fee Fliqz will custom skin players.

MLS Big Shot: Katie’s Hat Trick

And the focus on ease of use has paid off. Over the past year Fliqz has partnered with MLS for their “Big Shot” UGC video contest (above), VH1 to power a platform for user interaction with content, and Friendster. Expect to see more from these guys to come.