New Technology Briefing: Video mobile as a marketing tool
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ywords: video mobile, direct marketing, video content, video mobile sponsorship
Video mobile as a marketing tool Lance Stevens Received (in revised form): 2 February 2004
Abstract Video mobile is fast becoming commonplace amongst the 18–35year-old demographic, but few have realised the potential of this new media to act as a route for targeted direct marketing. This paper examines how marketers can overcome their technical phobias and reach an untapped audience through a fast-growing medium. It seeks to demystify video mobile and its capability, clearly outlining the players in the market, the options available and the lessons learnt. In so doing, it aims to open up to brands and marketers a new opportunity for marketing strategies.
Introduction Eighty-eight per cent of all handsets sold today are video enabled; and all five networks in the UK have launched 2.5G services, with 3G services to follow. This tells us that video mobile is a reality today — and that the market is growing at such a rate that a viable new marketing medium is being created. The question is how do marketers make the most of what is being called the ‘fourth screen’ and what value can it add?
What is video mobile?
Lance Stevens Mobix Interactive Unit 5 15 Lots Road London SW10 0QJ, UK Tel: +44 (0)20 8233 5130 E-mail: [email protected]
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Video mobile is the ability to view moving pictures on mobile phones or mobile handsets (smart phones, PDAs). It is possible to do this now on all four GSM networks in the UK (Vodafone, Orange, O2 and T-Mobile) as well as on ‘3’, Hutchison’s 3G network. The video capability of 3G networks is better than that of the so-called 2.5G GSM networks, so it is good news that all four GSM operators expect to launch a 3G service this year. Video mobile excludes peer-to-peer video messaging, which is only available on 3G networks; and picture messaging, which is one or more still photos. Video mobile is moving, sequential shots that have been specifically created or adapted and encoded for mobile. Each clip needs to be purpose-produced, optimised and encoded for delivery to mobile handsets. Typically it is 50 to 120 seconds long. Current offerings include news, sport, entertainment, comedy and weather. Video content needs to be timely, relevant and pertinent.
How does the technology work? The technology used to access video mobile clips is WAP across 2.5G. Each operator has its own WAP (mobile internet) site. For example, Vodafone has Vodafone Live! and O2 has O2 Active. These sites have
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Video mobile as a marketing tool
Video mobile clip
varying services on them, including ringtone downloads, text information and pictures. Video mobile is a service extension to these WAP sites. Essentially, video clips reside on a WAP site as individual assets categorised under relevant headings. They can be either streamed or downloaded from these WAP site
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