The software is free and easy. Just launch QuickTime Player, and there's no telling where you're likely to land. The Player may whisk you to the Moon or perhaps to an exotic location on this planet. Take you on a virtual field trip to the National Baseball Hall of Fame and Museum. Or treat you to the latest news, movie trailers, music videos, HBO series or PBS specials. That's because QuickTime 7 Player takes advantage of the latest video compression technology. It's called H.264, and it's an important new industry standard that's quickly garnered widespread support. Chosen as the industry-standard codec for 3GPP (mobile multimedia), MPEG-4 HD-DVD and Blu-ray, H.264 represents the next generation of video for everything from mobile multimedia to high-definition playback. H.264 icon.