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UK mobile video - Winning genres and successful delivery By
Jeremy
Flynn, Chief Executive Officer D2See
After years of hype, failed promises and market disappointment 3G is finally upon us – user numbers are reaching ‘mass market’ levels and fashionable, compact handsets with decent battery lives are lining shops’ shelves this Christmas; significant opportunities exist for content publishers to make money from video content today. So how is 3G going to affect the consumption habits of consumers? 3G enables rich media – bandwidth hungry music and video – and content owners are learning that selling ‘off-portal’ or ‘direct-to-consumer’ is not only a larger market than ‘on-portal’, but also provides more favourable payouts from the network operators. 3G networks are optimised for the delivery of mobile video on demand rather than broadcast TV – which plays into the changing habits of consumers to consume what they want, where they want it. Winning formats will take into account the unique attributes of 3G mobile phones – always there, always on and always with a video camera on board to capture content. As with all mobile entertainment, catering for the “I want it now” culture and easy service discovery remains as important as the content itself. Content that is optimised for mobile with services that are easy to discover and use will win in the market. So how do you make money out of mobile video today? The off-portal content market is currently larger than on-portal – and offers a better revenue share for content providers who get it right. However, commercial and technical fragmentation makes it too difficult to deliver mass-market streamed video across today’s mobile IP networks off-portal. Video calling is the answer to this – offering a consistent user experience across all 3G handsets with billing embedded in the per minute cost of the call. The opportunities for innovative services - including user-generated and live content – are huge… and the UK market is finally ready now that 3G penetration is heading for 10 million subscribers. |
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