Versaly Entertainment

So, last week I discussed how carrier video decks may be easier to initially find, but since they don’t offer great programming line-ups, viewers are searching and finding off-deck video sites.

Zannel. MOSH, MyCorner, MyWaves, JuiceCaster, HandiTV to name a few.

There are 2 main principles in operating a mobile video-on-demand (MVOD) network or any mass media distribution – user acquisition and user retention.  (The term “user” can be replaced with “subscriber.”)

Once a Consumer finds a channel they like, it is imperative to keep them coming back…which is user retention…and that requires active programming.  When a consumer returns to a channel, they want to see something interesting and new.  They want the content to reinforce the reason they liked it initially and caused them to return.  I guess you can call it “addictive.”

Consumers are demanding.  They want “new and interesting” each and every time they visit a site.  Some may be understanding and give a channel a 2^nd or 3^rd chance…but once you loose a consumer…they are lost for good…so you better have a good programming schedule to keep them.  The entire value of a off-deck site is the quantity of users visiting and returning.  Once you loose your consumer-base, your product is finished.

Programming includes content subject matter (branded and unbranded), content production value, variety, quantity (depth), and refresh rate.

What we have found as a good refresh rate in mobile is twice weekly…a week day and weekend version of a program.  About 30% new content for each refresh and a resort of older content based on popularity…meaning…remove the low performers, keep the top performers.

Most importantly, set proper expectations.  Respect your consumer and they will return the favor ten-fold.