According to Peter Moller, CEO of HEVC Advance, "A critical goal of HEVC Advance is to encourage widespread adoption of HEVC/UHD technology in consumer devices. While HEVC technology implemented in specialized hardware circuitry provides the best and most efficient user experience, there are millions of existing mobile devices and personal computers that do not have HEVC hardware capability. Our initiative is tailored to enable software app and browser providers to include HEVC capability in their software products so that everyone can enjoy HEVC/UHD video today. I'd like to specifically thank Tom Vaughan at MulticoreWare for his guidance in our development of this initiative."
Full details on the software policy initiative are available on the HEVC Advance website: http://hevcadvance.com