Content2Mobile

Mobile networks, connected devices and PCs are liberating users from the armchair. Damian Mulcock, CEO of Mobix Interactive, a pioneer in mobile and IP-based video, explores how this revolution is in turn having a significant effect on when and where consumers want to access and view content and the associated technologies.

The hype surrounding mobile TV and video has been around since day one of the mobile internet, yet it is only now years down the line that we are seeing services begin to move into the mainstream. But why the hold-up; why is it taking the industry so long to roll-out viable and robust services? Whether you’re an operator, technology provider or content owner, the multitude of challenges facing the mobile TV and video ecosystem have been plentiful and diverse. The availability of spectrum has been a major factor in the roll-out of planned and much hyped mobile broadcast services, which have been delayed by local DTV switchovers and regulatory upheaval. Consumer uptake of services over 3G has been hampered by a lack of suitable handsets available at a mass market price point, not to mention a lack of bundling of services with tariffs and reasonable data allowances. Pressure has also been mounting on all sides regarding the monetisation of these mobile TV and video services. After years of hype is anyone making money? And if so who?.

Demand for flexibility
What has become clear to all in the value chain is that mobile TV and video are not as simple as replicating the traditional linear viewing experience on a handset. The very un-tethered nature of mobile viewing means consumers are in turn demanding flexibility in what they want to watch, and significantly, when they want to watch it. If we look at the television, cable and IPTV industries, we can see that a notable shift has been taking place across all content consumption habits. This is due in large part to advancing technology and the proliferation of mainstream broadband, enabling cviewers to consume catch-up programming and access fresh content on demand in addition to traditional programming. The industry as a whole is heading towards a hybrid, complementary viewing environment, where traditional linear programming is increasingly sustained and enhanced by an on demand offering. And why would mobile be any different?

Loyalty creation
This on demand availability of programming is driving the recognised consumer demand for flexibility in when and where they can watch their content of choice. From the consumer’s point of view, it is the quality of experience, content and value of these TV and video services which is really going to drive demand and start creating loyalty. With viewing requirements and habits evolving as fast as technology will allow, the success of video lies in an operator’s ability to unlock new revenue streams, cement customer loyalty and increase ARPU with the integration, management and commercialisation of ad-funded and premium content. The integration of ads with both free and premium content provides the necessary pricing control, creates a way around the economic barriers to adoption for the consumer and provides a unique opportunity to upsell premium services to users. This integrated model also allows operators to easily respond to the trend towards convergence by leveraging their broadband assets and extending their video offerings across multiple screens. In order for this model to be achieved, operators, content owners and advertisers must tightly manage video delivery, the integration of advertising, multi-screen publishing and offer management. To do so, operators require a multi-screen “back office” platform that combines an integrated TV and video experience with dynamic, targeted ad insertion across multiple screens. A single platform driving all screens will result in the ability to market the anywhere, anyhow content paradigm that consumers already live within, but in a disconnected fashion.

Converging media landscape
This ever converging media landscape demands those behind the technology driving it forward, as well as those developing the content itself, to think much more collaboratively; no longer can either traditional cable, IPTV or mobile content be considered as a standalone entity. As we trend towards a ubiquitously connected environment each of these three screens must be viewed as complementary to the others and the technology and services evolving must converge in order to deliver a seamless and compelling viewing experience across all three.