Versaly Entertainment

I originally scheduled a different subject for this week, but I am so annoyed at the various reports that claim the mobile video market is “slower adoption than expected.”

The latest was just in MocoNews.net (April 14, 2008 ) “Nokia Concedes Mobile TV Is Slow-Going, ‘In Turmoil’”

As I have mentioned before…mobile is not some new-fangled product that defies basic economics and retail principles from the past 100+ years.  “If you build it, they will come” just doesn’t work.  Companies need to offer products that consumers want.

So…who gets blamed for a poor mobile video market?  Reports tend to blame the consumers…saying they aren’t interested in mobile video.  Of course they are!  The fact is…consumers aren’t interested in the programming that is available in mobile video!  Reports seem to focus on “the next killer app.”  Mobile video is a “killer app”…it is just being offered in such a poor manner.

Reports should highlight key factors in successful and unsuccessful mobile video offerings.

• On-deck vs. Off-deck?
• VOD vs. Linear?
• Long-form vs. Short-form?
• Branded vs. UGC vs. Original content?
• Featured placement vs. general browsing?
• Overall cost of entry vs. Perceived value in return?
• Free ad-funded vs. Paid subscriptions?
• WAP ads vs. Video ads?
• Pre-rolls vs. Mid-rolls vs. Overlays?
• Refresh frequency?
• Quantity of video?
• Social networking features (notifications and viral forwarding)?
• Content provider revenue models?
• Marketing campaigns to drive viewer acquisition?

These are all important factors in the success of mobile video…and topics I have opinions on and will be covering in the near future.

Versaly has over 3 years of experience in operating mobile video channels and analyzing results to support our position on these factors.