Posts filed under 'Over-the-Top Video'
At the outset, we would like to wish a Very Happy New Year to our readers and Thank You for your continued patronage of CellStrat content. This is the first post of this year and starts with lot of hopes and aspirations for our readers and ourselves in the Year 2013.
As is customary each year, the year kicks off with the massive Consumer Electronics Show or CES in Las Vegas. We are glad to report from the ground there (well, just kidding) – we are hooked to the internet and getting minute by minute news feed from the ground so it is same as being there physically (almost).
Today was the first major day of CES. Some notable news from CES :
Qualcomm CEO Paul Jacobs opens the event with the “Born Mobile” mantra
Every year, either Bill Gates or Steve Balmer provide the opening keynote at CES but this year it was taken by Qualcomm CEO, a pre-dominantly mobile chip firm. This highlights the importance of Mobile to all things electronic now. With smarter devices and smarter everything, mobile chips are in almost everything we see in the future right from home appliances to mobile devices to industrial equipment, as well as most automotive assets like cars, trucks and containers.
Paul Jacobs explained his “Born Mobile” mantra today and there was a surprise when Steve Ballmer joined him on stage briefly – Paul said that even Microsoft has adopted the Born Mobile mantra. Paul launched Qaulcomm’s new Snapdragon 800 processors, which are the fastest mobile processors on earth as per him. These chips are about 75% faster than previous processors and can deliver HD video seamlessly as well as support Ultra HD television.
Sony launches new signature smartphones
Sony launched new Xperia Z Android smartphones, which have a five-inch screen, HD 1080p Reality Display and 13 megapixel camera. It is powered by a Qualcomm quad-core Snapdragon processor. What was unique is the new One Touch functionality that allows the device to wirelessly interact with other Sony devices such as speakers, headphones and TVs. Sony showcased a new Bravia TV which can display the phone content from the new smartphones if the phone is tapped to the TV remote.
Intel launches new smartphone chip family
Intel launched new chips for smartphones and tablets at CES today. Intel has been late to the mobile party and struggled againts ARM Holding and Qualcomm in this space. Now it is trying to get its mobile act together with an array of new smartphone and tablet chips.
The company’s new Atom processors which are in the next-gen category will be available in 2013 holiday period. The new chips assume Touch based interface as a key aspect of the functionality.
Samsung brings smartphone experience to it’s TVs
Samsung announced seamless integration between its smartphones and Smart TVs. The phone functionality of Touch and Speech recognition will be made available in Smart TVs. Samsung is probably the biggest success story of 2012 and has taken market share in almost all categories.
AT&T focuses on Digital Life and Project VIP
AT&T CEO Ralph de la Vega showcased the new Digital Life offering which falls in the Connected Devices or M2M category. This solution involves a Connected Home and Security apparatus and applications with remote management and monitoring of the Home by consumers and home owners. Glenn Lurie, head of AT&T’s Connected Devices business said, that less than 20% of US homes have security and less than 1% homes have home automation.
AT&T is pioneering the M2M space and a global leader in evolving and maturing M2M business models around Home and Security.
AT&T also announced APIs for developers to provide advanced call management applications – these probably use the IMS or IP Multimedia Subsystem interface to the wireless network.
AT&T also announced its intentions to deploy its new LTE network to 300 million people by end-2014. Currently, AT&T’s LTE network reaches 170 million people in USA which places it in second ranking behind Verizon in LTE deployments.
Project VIP (Velocity IP) is AT&T’s new $14 billion investment initiative to focus on LTE, Connected Home and other emerging areas.
Other news at CES today included LG announcing special emphasis on NFC as a linking tech to link all its products and providing an ability to put all these devices on the Connected Grid for remote management and control, Nvidia launching the world’s fastest mobile processor (as per its claims at least) and NTT Docomo launching a new M2M platform for global service providers using Jasper Wireless platform.
If one were to summarize, this year’s main themes seem to be Smarter and Faster Mobile Chips, Connectedness, Smart Devices, Digital Television etc. Let’s see what the remaining days of CES offer. We are watching the news in excitement about the up and coming technologies at this event. To get full coverage on this event, visit the event website here.
January 8th, 2013
Recently I am hearing a lot about the fact that the IT budgets are increasing coming from the CMO department. Indeed “CMO is the new CIO”. Why this trend ? Reasons are manifold :
a) Customer touchpoint is the new focus : Customer touchpoint is where the action is now. Whether it is Customer Engagement, Customer Service, Customer Access or anything to do with orchestrating these, these are the hot topics now for enterprises large and small. This essentially means mobile devices, mobile apps, social, local, cloud, analytics etc. To be more specific, the big themes now are Mobile, Social, Cloud and Analytics – all that relate to customer facing technology or orchestrating the customer experience.
Who owns the customer experience – it is the Marketing office and not really the CIO office.
b) Image and Branding : In this world awash with media and content, image is everything. Social and Digital Media are increasingly commanding higher order of CXO focus and budgets. It is now possible for unknown brands and firms to accelerate their visibility overnight via a variety of Social and Digital channels. Traditional firms often find themselves late to this party or reacting to their customers who are already present enmasse on these Digital Channels. Simple 140 character tweets can embarass monstrous corporations in matter of seconds. Image and Branding on new media has become a herculean challenge for large firms and leveled the playing field for consumers, smaller firms and startups.
Who controls a firm’s image and branding, CMO again. So CMO will drive investments in Social and Digital technology which is increasingly important to firms’s reputation and respect in the marketplace.
c) Backend infra is mature : Increasingly, one finds that backend infrastructure in traditional IT departments is mature – the big bang Oracle, SAP and middleware projects are stable and it is increasingly hard to find those big ticket IT projects now. Most of the transformational IT is now happening at customer edge and not in backend tech or networks. Of course, there are exceptions, like 4G and LTE investments by wireless industry and Big Data projects to slice and dice the voluminous data banks that now exist.
However, save for a few big items on backend, backend tech is now mature and even Oracles and SAPs of the world are now developing products for the front-end, where the growth multiples seem better going forward. The customer front-end, of course, is owned by the CMO and not the CIO.
d) Emergence of new tech : Web 2.0 is now being replaced by Web 3.0 – a world of seamless mobility, applications, and front-end use cases. Mobile Payments, Mobile Media, Mobile Devices, SME Cloud Apps, Social Networks, Location Services, hyperlocal marketing are the big glamour areas of tech now where most developers and firms want to focus their energy now. Apple may have started the trend of massive consumer revolution when it created the iPhone, Amazon has brought Web services to SMEs on a massive scale, Google is innovating in search and platforms, Facebook has amassed the largest number of eyeballs around the world. These kind of firms are at the forefront of consumer revolution in tech devices and applications.
Again, tackling this world is in the primary perview of the CMO with it’s mobile strategy, social and digital technology, connected consumer and advertising.
e) Consumerization of IT or COIT : COIT is a popular term now – where consumers walk in into the workplace with their consumer devices and force the CIO to adopt to their devices and apps rather than the other way round. The concept of a Social Enterprise is being adopted by all large firms to drive employee engagement, mindshare and collaboration. Gen Y employees are forcing their employers to change their ways and business practices to make these corporations employee oriented. Talent crunch is forcing firms to adapt to the employees wishes rather than the other way round. Hyper-informed customers are, in turn, pressurizing companies to provide relevant product information and fantastic customer service.
Certainly, CMO is the consumer and people expert and not the CIO. Most of the COIT trends require CMO to play a key role in the tech strategy.
To be sure, the CIO is not going anywhere and remains the bulwark of operational infrastructure and execution framework within the firms. The tech jazz (and related budgets), however, are now owned by the CMO due the macro trends outlined above. Indeed, CMO is the new CIO in the tech world.
September 24th, 2012
As if you have not heard enough about iPhone 5 already, here is more of it
Apple announced iPhone 5 on Sept 12th. The other big thing that happened that day was Quantitative Easing version 3 announcement by US Federal Reserve – one wonders, it was a synchronized announcement – just kidding.. Certainly, some market analysts have said that iPhone 5 may do more for US GDP growth than Fed’s QE3..amazing..
Well, intentional or not, both the announcements have a dramatic impacts – QE3 will accelerate the stock market rise around the world, fuel more inflation etc. Apple announcement will lead to Apple maintaining it’s hegemony in the smartphone ecosystem. I know, I know, some of you are on side of the table which is less than enamoured by the new iPhone 5. However, our take is that the ecosystem of Apple is much too strong and still underestimated by most. The vertical integration of iTunes, Macs, iPhones, iPads, licensed content in there, seamless charging via iTunes, cross-device synch capabilities are so intense and so transformational in the tech world, that few can match up with Apple prowess over the marketplace. Apple ran out of online inventory of iPhone 5 in one hour of opening the sales..validation enough of a huge pent-up demand out there.
Lack of NFC or some other popular features, now commonplace in other smartphones, will not deter iPhone 5 in creating breakthrough success once again for Apple sales. What most people fail to realize about Apple is that it does not usually toe the line created by others – it creates new models which, in many cases, become the benchmark over time. Coming back to NFC, Apple did bundle a feature called Passbook in the new iPhone 5 – a loyalty and coupon management feature – this is not payment enabled but it could evolve into a Digital Wallet. Many leaders like eBay, Square, Paypal are making do without NFC in Mobile Payments and quite successfully at that. It is likely that NFC may never become the mainstream mobile payment tech if Apple and others listed here do not push it.
As to what Apple iPhone 5 does pack, it has a laundry list of neat features :
LTE (4G capable), Thinner, Lighter, bigger screen (4 inch diagonally), all new Apple-designed A6 chip, better retina display, improved camera (although megapixels remain at 8 megs), enhanced HD video recording, 5 rows of icons on the screen, improved Siri assistant, new lightning connector, new Apple mapping app, better iCloud integration, 700,000 apps, new iOS 6 OS, Passbook loyalty feature, the list goes on and on.
To view all iPhone 5 features, click here.
As far as we can visualize, we still feel demand for iPhone 5 will be back-logged and people will go gaga over this device the world over. Apple mobile leadership is far from being threatened, not until they make major blunders or others truly can provide a neat vertically integrated ecosystem. So far, we see only Amazon as being anywhere close to providing the vertical ecosystem with Kindle platform. Samsung tried but it is missing many major components for creating a complete ecosystem, music partnerships to begin with, among other things. Google does not try as their focus is entirely different – to monetize via search engines on Android devices.
So – for now, it is Apple’s world to rule in the mobile arena, until somebody else “does an Apple” on them.
September 17th, 2012
This week, we watch in excitement as a mobile device parade looms from leading device makers. Motorola, Nokia and Amazon are all expected to announce new devices ahead of Apple’s iPhone5 announcement next week.
Motorola is bringing out a Droid Razr smartphone, which amounts to revival of the Razr brand, which Motorola sold successfully for many years before smartphones stormed the markets. Motorola, now owned by Google, has been a struggler in the last few years, and none of its smartphones have caught the fancy of the consumers yet, so far.
Nokia is announcing new Windows 8 phones – Windows 8 phone OS is the prelude to the Windows 8 desktop OS to be announced by Microsoft later this year. Windows 8 is supposed to work seamlessly across PCs, phones and tablets. Nokia’s Windows OS, so far, as been lackluster. Windows Phone OS has only 3% market share in the smartphone market compared to 64% Android share and 18% Apple iOS share.
Jeff Bezos of Amazon is set to announce the next version of Kindle Fire at an event on Thursday. Kindle Fire’s last version has reportedly sold out, as per Amazon, one is sure these device makers produce such products in limited quantity to create the marketing effect of a device in short supply. But certainly, after the iPad, Amazon Kindle Fire is the most successful tablet so far.
Then comes the big brother Apple on Sept 12th, with its reported iPhone5 launch.
While we feel that Apple is the mover and shaker of the mobile smartphone business with bulk of app and device profits as well, sometimes one wonders if the Android market share of 64% vs iPhone OS market share of 18% bodes well for Apple or not. No wonder, Apple is spending millions in it’s lawsuits against the Android device makers like Samsung.
Samsung had recently released the Galaxy Note 10 inch version – Galaxy Note has been a runaway success for Samsung as was the case for Galaxy smartphones.
Device wars are heating up and it can only get better for consumers the world over.
September 4th, 2012
At the Apple’s WWDC event on June 06, 2011, Steve Jobs unveiled the “iCloud” – Apple’s answer to the Cloud Computing fever which sweeps the world. The stock of Salesforce.com – the first B2B SAAS service which houses all your CRM and ERP data in those massive server farms around the world, has gone vertical since its debut. Cloud Computing, SAAS (Software as a Service) and Online Media Lockers are real and happening at a breakneck speed. Amazon and Google released their online music and media lockers to much fanfare and Apple has followed suit with it’s iCloud offering.
Businesses have adopted online CRM and ERP applications offered by Salesforce.com, Oracle and Microsoft. Microsoft Office 365 – Microsoft’s online Office suite is a Cloud-based product and is due to be debuted end of June ’11. Business applications and documents find their new home in the Cloud and the transaction models have evolved from licensed software to Subscription services.
The whole idea of Cloud-based Apps and Content envisages universal access from all devices including PCs, phones, tablets etc (TVs to be added in near future). In other words, smartphones and tablets are integral part of the access channel for Cloud services. The front-end in Mobile phones and tablets in such cases are either Apps or Mobile websites, underscoring the relationship of Mobile Apps/Web with the Cloud. Speaking simply, a mobile app may simply be a door to a cloud-based service, product or content.
Such cloud infrastructure, of course, assumes high availability of networks and fast speeds as in case of 3G or 4G services. So far, these issues have not been a major bottleneck in the rise of Cloud Computing.
Cloud Computing in the consumer arena has a profound impact on Media and Content industries. The illustration below depicts these changes.
Impact of the Consumer Cloud
June 10th, 2011
Mobile Apps Conclave – the conference organized by CellStrat concluded successfully on 29th April, ‘11 at The Chancery Pavilion Hotel, Bangalore. The Conference saw tremendous interest with a large no of audience from all over India. The star-studded speaker lineup and intuitive content on Mobile Apps and Web fueled interest in this event. The theme for this event was : “The Mobile Web Disruption – Life, Media and Business get Appified”.
In addition to Bangalore, audience came from cities like Delhi, Mumbai, Hyderabad, Kolkata, Ahmedabad and Chennai, both from brands and senior management of companies as well as the developer community.
More than 200 blue-chip audience participated in this event on the hottest topic in modern times – Mobile Apps, App Stores and the Mobile Internet. Most brands, mobile device manufacturers, app store and app development firms were present to learn about the Business of Mobile Apps and Web.
Details of the event and photographs are available at http://www.mobileappsconclave.com.
Event Brief :
The Mobile Web – the new name of Growth around the world. Mobile Internet Tsunami – as many refer to it.
Mobile is the industry of this decade. Mobile has taken world by storm. The feature phone growth is fast evolving into smartphone growth driven by the emergence and popularity of The Mobile Web and those tiny ubiquitous Apps – hundreds of thousands of them literally. Mobile Web is upending so many industries, it is breathtaking to say the least. Many of these businesses are succumbing to the trend which the venerable firm Apple started – businesses like news and media, advertising, gaming, productivity, publishing, telecom, entertainment, commerce, financial services or healthcare..the list goes on and on. Whoever you are, wherever you are – either have an App and Mobile Media strategy or be prepared to loose substantial traction in the marketplace – because, indeed, your customers are App savvy even if you are not.
You are on the road and want to check nearby promotions, there are many apps for that; you want to track your supply chain, many apps for that too; track Social Network updates; many apps there as well; there is even an app for Confessing to God. Apps are orchestrating the growth in intelligent smartphones; next playground is Tablet followed by Computers. Are you ready for the brave New World of Mobile and Mobile Tablets ? Are you ready for the Mobile Web revolution ?
Conference Sessions :
Here are some notes from the Keynotes and Panels that transpired at this event.
In the morning session, there was an intuitive keynote by Pratapa Bernard, Vice President and Head – COE – Data Services (Emerging Markets) at Vodafone. He addressed the impact of the Mobile Web and Apps on the modern consumer and businesses. He mentioned the imperative need to focus on user experience and not technology itself citing the example of Apple etc. He went on to say that 80% of internet access in India in 2015 will be from mobile devices.
Next came a panel on “Mobile Apps go mainstream – Content, Engagement and Lifestyle on Mobile Apps”. This panel discussed the Mobile App revolution and how Content and Entertainment is being delivered via Apps. The panel speakers included Rajiv Kumar (CEO – RockeTalk), Deepak Swamy (Head – Flypp App Store, Infosys), Sanjay Bhasin (VP-Getit Info Services), Vikram Tanna (VP – STAR Digital), Rajesh Reddy (CEO, July Systems) and Narasimha Suresh (CEO – TELiBrahma). This panel focussed on App monetization and how developers are finding it a challenge to monetize their apps. This panel also discussed the need to “Indianize” the Western business models, cost structures as well as offerings to make them work in India. On HTML5, the panel members said this new standard will be big against Mobile apps but the “when” is not clear yet.
After the first panel, there was an interesting keynote by InMobi (top Mobile Advertising firm) executive Sridhar Ranganathan (VP-Product Management) on how market pressures are forcing firms like InMobi to push the boundaries of creativity with immersive advertising and the need to think of Mobile Ads like mini-apps. He mentioned the need to un-learn the PC and focus on Mobile as a separate experience.
In the afternoon session, there was an innovative keynote by Sunny Rao, MD – India and APAC of Nuance Communications. Sunny spoke about some of the innovations in Mobile Web world surrounding Speech Technology, Voice-based Social Networking and automotive vehicles as mobile channels. Sunny’s keynote was followed by an interesting panel on innovations in Mobile Apps and Mobile Web. This panel had some true Mobile innovators in Amiya Pathak of ZipDial, Kalyan Manyam of MojoStreet, Indus Khaitan of Bitzer Mobile and Soumitra Sharma of IDG Ventures. This panel discussed specialized vertical Apps which are popping up in industries like Payments and Commerce, Social Gaming, Healthcare and Education.
The Mobile Innovations panel was followed by a Startup showcase where Sriram Mohan, Associate Editor at YourStory.in helped introduce some startups which are creating innovative business models in the Mobile App ecosystem.
The last (but not the least) panel was on Emerging Devices and Tablets. Advent of Apple iPad has opened a whole new world of possibilities and truly heralds a world of post-PC era. Prabha Aithal, CTO at CanvasM moderated a panel of speakers which included Alap Ghosh of Mobango (App Store), Pradeep Rao of Research in Motion, Ashish Gupta of Helion Ventures and Dr Sharad Jaiswal of Alcatel-Lucent Bell Labs. This panel discussed the impact that the tablet and emerging devices are having on the ecosystem. Emerging Devices is a hot new area and is seeing digitization of content at a blistering pace from a variety of industry verticals like publishing, entertainment, retail, media etc..
Conference Partners :
Overall, it was an action-packed conference with active participation from speakers and audience. Partners included Presentation Sharing Partner authorSTREAM on which the presentations by CellStrat, event speakers, exhibitors and partners can be found. The Mobile App Partner, Hazel Media provided an event app for this conference. Whereas the Mobility Partner, MobiVite published a Mobile WAP site for the same.
InMobi was the Platinum Sponsor for this event. AgileCO was the Gold Sponsor. Other supporters included partners like MOMO Bangalore, The Morpheus and Indian Angel Network (IAN). Media Partners include the online media firm YourStory.in and TelecomLead.
YourStory.in was a Premium Partner for this event and it provided online media visibility as well as Anchor support for the event.
Mobile Solutions Expo :
This conference also saw an interesting exhibition on Mobile Solutions where some innovative app companies exhibited their apps and solutions. This Expo dazzled the audience with some interesting apps and solutions in the Mobile space. The exhibitors included WINIT, Nanostuffs, RockeTalk, Bitstream, Softtrends, MobiVite and some others.
For photos and other details from the event, check the event website at : http://www.mobileappsconclave.com.
Shyam Kamadolli (Director – Fidelity Growth Partners India) was one of the attendees and has some intuitive notes from this conference on his blog : http://skamadolli.wordpress.com/2011/04/29/india-mobile-apps/.
May 16th, 2011
I recently attended a TV Everywhere session where there was a discussion on the evolution of the Television and Video industry with the advent of IPTV and Mobile access devices.
Clearly, TV Everywhere is a a huge trend and there are many factors driving this trend :
Today one sees DSL and Cable Modems have replaced the erstwhile Dial-ups. The 312 KBPS+ bandwidth running upto 50 MBPS for high end Cable modems in advanced economies (speeds in India top out at 1.5 to 3 MBPS etc for most providers) is enabling the ability to access high-speed graphics, video and gaming content from home and work computers.
Firms like Netflix in the US and Canada have figured out compelling business models to stream movies over the internet and are threatning the traditional movie rental business and regular cable television.
India’s broadband penetration rate is woefully small and speeds are still on low end of the spectrum, so Live TV Streaming in India is still a very niche industry. However with the expected surge in internet penetration expected over the next decade (some estimates put India’s internet penetration at 30% households in next few years), the IPTV and online TV streaming is expected to surge. Firms like seventymm.com which have led the online DVD rental business in India (India’s Netflix) will likely evolve into movie streaming firms as India’s broadband penetration takes hold, similar to what Netflix has done in the United States.
Broadband sticks and Laptop connect cards (offered by most carriers) enable the laptops and tablets to be wirelessly connected over a reasonably fast GPRS/UMTS/3G network – with the advent of 3G in India, this pattern is sure to accelerate.
Consumers today are demanding YouTube and Cricket streaming video from their laptops, smartphones and tablets. Content providers and distributors have to oblige if they hope to keep these consumers engaged and commercially viable.
For India, Mobile is specially important as it has close to 800 million Mobile Subscribers already. Granted that more than 90% of these are carrying feature phones and using the 2G/2.5G networks, smartphone penetration rate is accelerating and wireless tablets are being introduced as well by a variety of handset firms. Between the smartphones, tablets and 3G, one is looking at increasing Mobile Video and TV access over the airwaves in the coming years.
As mentioned above, Consumer is the King. With proliferation of devices around the home and on the go, plus busy urban lifestyles, consumers are demanding DVR recording capabilities as well as anywhere, anytime access to their favorite programs. A common trend in many households, which have acquired the new tablets like iPad, is that as soon as the first tablet arrives, members of the household including parents and kids make a grab for it and want to curl up in the bed with their favorite channels on YouTube, Netflix or other streaming services.
TV Everywhere is a developing trend and is being demanded by the consumer. Entertainment and Media industry are happy to oblige – to drive new revenue growth and keep the customers engaged with the brands.
What are the prominent TV and Video Streaming services in India :
- CNN-IBN Live : TV Portal as well as Live TV
- NDTV 24×7 : TV Portal as well as Live TV
- In.com : Has a Video Social Network (not live streaming generally)
- CNBC TV18 / moneycontrol.com : Business news streaming
- ESPNStar.com : Video Portal (not live streaming) – has lot of Cricket coverage for World Cup and IPL
- YouTube / Indiatimes.com : streaming ICC World Cup as well as IPL cricket matches
- Nautanki.tv : currently it’s website is not accessible (so not clear on it’s status)
April 16th, 2011
Mobile Apps – those tiny applications which sit on your mobile phone and provides all sorts of functionality, simplying your life and business, your connectivity, your social experience and entertaining you on the go. Mobile Apps – hundreds of thousands of them literally on various App Stores – have created a Mobile Web revolution – it is the advent of Web 3.0.
Ok – Mobile Apps are great – businesses are enamored by their potential, consumers want them, developers and brands want to make money of them. The last part is the most tricky one so far. How do you monetize Mobile Apps, most of which are either Free or sell for less than a Dollar? This remains a tough challenge for most developers or brands the world over. Here are some key insights on how one can market Mobile Apps we well as monetize them:
- Selling Mobile Apps is (generally) not a Business in itself
What? And people think they can retire writing Mobile Apps in their basement.. The sad fact is that just creating Mobile Apps, even with all their promise, is not a standalone Business Model. The Barrier to Entry is way too low. Any half decent developer can produce a Grocery Tracking app overnight.
Discoverability and Marketing of apps from smaller firms and developers is a difficult task. It is like saying SEO alone will make your business money, to take an analogy from the online world.
- Relying on Advertising revenue may not be a viable strategy
Many developers and brands assume that Apps can monetize themselves using those Banner Ads or in-App Ads. Issue is mass marketing apps is challenging, especially those apps which are from smaller brands and developers; unless the App is widely popular over a long period of time (eg Facebook, NDTV or Angry Birds apps), Banner Advertising will not provide substantial revenue to make the business tick.
- Apps are extension of your other business
The fact is that Developers and Brands need to think of Mobile Apps as an extension of their other Businesses, as an additional value they provide to their audience beyond their core business. That means, Mobile Apps are an Extension to other businesses and not a Business by themselves. Hopefully your core business is successful and Apps will serve as an additional value add or accelerator for the core business.
- Apps and Social Media Marketing
The world of Mobile and Social Media / Digital Media has truly converged. These areas are inseparable from two angles : First – Social goes on Mobile and Mobile enables the Social Networks. Secondly, App Marketing needs to integrate with Social Media Marketing.
Social Media is probably the best way for App Developers and Brands to generate buzz about their Apps and drive downloads (or mobile website access). It is a low cost way to engage audience and create social ambassadors for spreading the word about one’s Mobile Content and Apps.
Say you are in the business of selling Legal Content and Consulting. Your business could benefit from providing Mobile Access to your Legal Content. Another example is of that an Educational business – which puts its Educational offerings on a Mobile Channel.
The bottomline is that Apps developed for a niche market marketed by Experts in that Vertical have a higher chance of success and monetization.
- Large Brands can use Apps as an additional Channel
Finally, Blue-chip Brands and Large Enterprises have it most easy when it comes to monetizing or leveraging Apps. These firms have strong brand name and visibility already and can easily mix Marketing of their Mobile Content into their overall marketing messaging and portals. Eg large brands can prominently display their App Download links on their highly-trafficked website and newsletters. Plus, consumers actually search for apps from these providers in various App Stores.
In summary, Large Brands can and should use Apps and Mobile Web to engage their audience further and provide additional value.
Hope this helps those who are thinking about App Monetization and App Marketing. To learn more on this, we encourage you to attend the Mobile Apps Conclave – the largest Mobile Apps Conference and Expo in India on 29th April in Bangalore, where many leading experts from India’s Mobile Industry will tackle this topic, among many others.
February 27th, 2011
(from our Atlanta desk)
I attended the Wireless Video SIG organized by Wireless Technology Forum, Atlanta on Feb 11, 2010 at Goizueta Business School, Emory University. The title was :
“Mobile Video : New Horizons, New Possibilities”
Here are the notes from the SIG :
David Barnette, Regional Vice President, Clearwire
Craig Kirkland, CNN Mobile
Dr. Nikhil Jayant, Executive Director, GCATT
Mark Nagel, Mobility Video Services, AT&T Mobility
Susan Schedel, Director, Business Development, FLO TV (Qualcomm)
Clay Garrett, Director of Visual Design, N4D
Moderated By : Dr Benn Konsynski, George S. Kraft of Business Administration, Goizueta Business School, Emory University
Overall – an excellent session on Mobile Video arranged by Mobile Video SIG Chair Caroline Dunn and Ashok Kumar.
Dr Konsynski started off with saying that there is a tidal wave of mobility and also of video. There exists a confluence of each. Moreoever, UGC (user-generated content) and other actors are confounding these influences. There is also a strong pursuit of standardization in this space.
David Barnette – Clearwire :
Clearwire leading 4G space in United States. Clear (Clearwire markets its 4G wireless service under the brand name “Clear”) is present in 27 cities covering 30 million people. Clear finds that usage for its service is increasing rapidly. Users are moving double the bandwidth compared to first generation network that they had. As they say : “If you build it, they will come”. David says that Mobile experience with Clearwire is not about dropped calls (dig at traditional wireless operators but rather can you take a video while driving and not dropping the signal. Clear is judged by video apps and not really voice. “does it pass the hulu test?”.
Davind mentioned that typical phone customers are on 3G but have no expectation for video for 3G. This is not the case when these consumers adopt 4G and WiMAX. Clear thinks that video will become standard expectation with consumers in due course and then the 3G networks just won’t suffice. Price structure is crucial for marketing mobile video. In future you buy bandwidth on Wireless and voice is just one of the many apps offered on the wireless channel.
Consumers – most devices and networks are designed for 3G svcs. But Clear is evangelizing with consumers and manufacturers that new age services and products need to be designed for 4G.
iPhone has opened lot of eyes. Clear is excited about the potential of Mobile web. Clear considers itself as an ISP and not as a wireless carrier (interesting !).
Dr Konsynski asked Clearwire about extraordinary innovations once the WiMAX network is in place. Clear executive said that it is normal everyday things which will have better capacity and pricing on 4G network. On business side, Clear gets requests (from enterprise customers) for high speed business apps in places where it is normally difficult to reach using the older networks.
Craig Kirkland – CNN Mobile :
Craig said that CNN (United States’ leading news network and TV channel) is bullish on mobile and in fact quite excited about it. Short and longer videos both will succeed, eventually, CNN feels. They say mobile video is in experiment stage right now. Their iPhone app is the most successful so far. It has video clips and streaming videos of major events (eg Haiti disaster reporting). CNN sees lot of challenges as well. Craig used to work at Alltel before (and so has a carrier perspective as well). CNN Mobile is excited about the device evolution. But CNN is concerned about mobile network quality. They are hoping the WiMAX LTE solves the network issue (indeed- a customer does not care whether it is LTE or WiMAX, Customer only cares about what experience they get). CNN Mobile also worries about discoverability challenge on app stores. CNN Mobile team focuses on discoverability a lot.
Craig said that CNN Mobile believes in net neutrality, even though a small set of users hog a a majority of the bandwidth.
Dr Konsynski says that Prodigy example (remember that now defunct high-flying ISP of the 90s) shows that if you throttle network for a small set of users, you can damage experience of your larger user base. So have to tread carefully in network throttling practices when managing high volume data users.
CNN has lot of internal resources dedicated to Mobile effort.
Dr Nikhil Jayant – GCATT :
Dr Jayant has an extraordinary background in academia and corporate. He said that he wanted to recognize the underlying core technology of Signal Compression. He said that signal compression was a great enabler to transfer CD-quality music and other things. Video is even more compressed signal. Video signals are compressed today by factor of 100 to 1.
Mobile TV factor compression today is sometimes 200 to 1 and 300 to 1. Dr Jayant expects 1000 to 1 video compression in his lifetime. He says network is fine but services on that is key. Video has the potential to become even more exciting in the next 5 to 10 years.
Mark Nagel – Mobility Video Services, AT&T Mobility :
Mark said that AT&T is focused on consumer and consumer experience. First mobile video app from AT&T stable was MobiTV in 2006. 3-4 frames per secs. You had to buy a $20 Data plan to get MobiTV. MobiTV was popular. Now they have a more advanced product from Qualcomm (called FLO TV) and it costs 9.99 per month. Nickelodeon is their most popular show on the mobile TV channel. He said that consumers still need to find the right app – consumer awareness about Mobile TV is the biggest issue right now.
Susan Schedel, FLO TV, Qualcomm :
The carrier partnership is most crucial for Qualcomm to popularize its innovative FLO TV service. They are trying to understand TV on the Go. MediaFLO (the network operated by Qualcomm for its FLO TV network) has high usage per day per user. FLO TV was started 5 yrs ago. They started with carrier partners like AT&T and Verizon. They have wholesale relationship with the consumer so far. Now, Qualcomm is also introducing direct-to-consumer channel called “Personal TV” sold via Best Buy or Amazon (in my personal opinion, they face stiff competition from Apple iPad TV channels in near future). They have a dedicated device for Personal TV. Eg parent does not want to provide a phone to a kid but can give a Personal TV device. They are also working on backseat vehicle TV (personally, I think Qualcomm and Apple are on a competing path in 5 years – probably the reason why Apple did not choose SnapDragon processor from Qualcomm for their iPad device). They are also developing TV for the Android platform also.
FLO TV has DVR type capabilities as well as interactivity on roadmap for a user to stop, record and do catch up television.
Clay Garrett, N4D :
N4D is about 3D imaging. Focused on content. Volumetric rendering like catscans, weather etc.
Trying to solve headaches in watching 3D etc (think Avatar). As a content firm, they want to know about network viability and compression to allow them to deliver the content to consumers reliably.
Dr Konsynski – stretching the capabilities is important. Clay said that brain and eyes can cause issues eg in the recent blockbuster Avatar, 3D people said that content felt as if coming out of the screen can cause headaches and nausea. So, N4D is working on cutting-edge technology trying to make it easier to consume this 3D content.
CNN – iReport (user submitted video content on CNN) is popular with all audience ages even though CNN originally assumed that only youngsters would be interested.
Clear – Maximum adoption for Clear service in Atlanta area is in the midtown (think young, urban audience in townhouses and condominiums rather than suburban family crowd). It seems that the lifestyle pattern is more important to predict user adoption rather than age profile for such services.
Dr Jayant – Quality of Experience is key as Craig pointed out. eg Healthcare over broadband may be a big factor for success of broadband.
David (Clearwire) said that in few years Internet traffic and video traffic will become one and the same thing.
Audience question – Why will WiMAX succeed (when most major carriers are touting a LTE future) ?
David (Clearwire) – speed to market is important. WiMAX is available today with users. He said that Clearwire is aware of LTE but he says that they have spectrum positions. They say LTE and WiMAX are very close and feel that there may be dual mode devices and networks in the future. Eg combined LTE and WiMAX base stations and devices are alredy being built.
Audience – all said and done, what about mobile battery life?
Mark Nagel – FLO TV is broadcast-only technology and so battery experience is not really that bad.
CNN Mobile – battery issues bother them but the CNN exec agreed that consumers still want cool thin phones, regardless of battery issues.
International issues :-
CNN – have a large International operation. In general, they merged international and domestic products together. There are different subsets for both and there are pros and cons abroad compared to the US environment.
Dr Jayant :-
What consumers expect abroad in different parts of the world could be different from USA. Willingness to pay and Broadband policy may influence growth in other nations. Eg Finland declared recently that broadband is a birthright (::) (wow – won’t fly in the USA).
Mark Nagel (AT&T) – Rich experience in iPhone compared to before. Opening up new models and apps.
Dr Konsynski – why did qualcomm go direct to consumer ?
Mark Nagel (AT&T) downplayed that question. He said that AT&T is not competing with Qualcomm for Mobile TV. Bigger issue is consumer awareness.
Clay (N4D) – 3D has bad rep. But Avatar kind of experience may help popularize it and make it more consumer-friendly. Consumer education about 3D needs to be increased.
Net Neutrality :- (tough one)
Clear – flexibility is key and it is imp that people can push and pull content freely.
Mark Nagel – AT&T is open (ok!). Network is precious and have to manage the network using innovative techniques.
Dr Konsynski provided a killer line : If Content is King, then Context is Emporer.
Dicoverability, search, context :-
CNN – discoverability is about people making aware of their mobile app and moving across CNN properties.
Mark – trialing of apps is useful for discoverability but too many apps make it difficult to innovate in this area. Too many apps is a good problem to have ultimately. Somehow discoverability issues need to be solved via some innovation.
A fabulous panel discussion on Mobile Video set up by Wireless Technology Forum, Atlanta. Thanks to Caroline Dunn and Ashok Kumar of WTF.
February 25th, 2010
(from our Atlanta desk)
I attended the Wireless Technology Forum, Atlanta’s General Session meeting on Nov 19 at the Ashford Club. This session had a blue-chip panel from leading Market Research firms and Mobile Strategists world :
J Gerry Purdy, VP and Chief Analyst – Mobile and Wireless, Frost and Sullivan
Jorge Fuenzalida, VP/GM Strategy and Consulting, Incode
Jeff Kagan, Telecom Analyst and Publisher, The Jeff Kagan Report
Moderated by Hamish Caldwell of AT&T
This star lineup of Mobile Analysts presented their views of the Wireless Industry in 2010. Here are the notes from these experts’ presentations :
Mobile is turning out to be unique compared to Internet. In Mobile, both the extremes of Open (eg Google Android) and Closed (eg Apple iPhone, RIM etc) are doing well. Apple iPhone and AppStore story is well known. Google Android is the new star and giving sufficient headache to old entrenched stars like Nokia and RIM BlackBerry in the Mobile Media space.
Jorge Fuenzalida from Incode :
Jorge showed the Top 10 Predictions Incode is making for next year (these are for US primarily but some themes apply to Asia) :
i) Operators push netbooks. They see mixed success.
ii) Net Neutrality in USA remains stuck in debate.
iii) Data Capacity issues get resolved somewhat.
iv) All devices in the West move to be smartphones. Smartphones compete on features
v) Wireless Rate Plan pricing looks like airplane pricing (read – complex and unfriendly)
vi) M2M (Machine-to-Machine) Wireless leads to acquisitions (think a GSM chip in your watch, refrigerator, gym machine and so forth). In my opinion, broad M2M is a pipe dream at least several years away.
vii) Carriers get into cloud computing in a big way. Compete with Google and Amazon there.
viii) At least one major handset OS bites the dust (Palm OS – anyone ?)
ix) MVNOs bounce back with niche business models (eg eReader network)
x) Internet video via game consoles. eg XBox and PlayStation drive IPTV – cable firms feel pressure.
Jeff Kagan, Prominent Analyst has this to say :
Wireless Industry changes every 5 years or so and basically re-invents itself. Current state of Wireless Industry is Very Good and Wireless is stronger than ever in spite of (or perhaps due to?) recession. Communication thrives both in good times and bad times. It is a critical social behavior.
Apple changed the smartphone sector. It brought amazing user experience and other handset makers were forced to follow suit. Phones are doing what computers used to do. iPhone is still the fastest growing smartphone business. Why – Apple is a marketing genius. Other handset makers play catchup in marketing strength. Google is in this space now. Verizon is pouring lot of money in Google Android promotion for its Cliq and upcoming Android handsets. Customers love Google over the internet and it is free. Google’s success in Mobile is quite different than that of Apple. Google will succeed with several carrier and handset partners. Apple is limited in partner base but vertically integrated. Google wants to be everywhere. Apple wants to be the premium player and mind-share leader. Apple is a rifle where Google is a shotgun.
Wireless will transform other industries eg Meter Reading, eReaders, Smart Grid, Healthcare. Wireless will continue to be a strong industry but it will look substantially different in 5 years from now.
Gerry Purdy :
Android is customizable. It may face fragmentation (remember J2ME or Java Mobile Edition!). But it is all about the consumer experience and Google will eventually figure it out just like it did for the Web. Apple has low fragmentation – it is vertically integrated via iTunes and iPod/iPhone and quite beautifully at that.
All speakers were also of the opinion that off-network traffic will accelerate. WiFi, Bluetooth, Femtocells all have bright future because classic wireless networks will be buried under the load of iPhone like traffic and Mobile Video.
When asked, which of the Incode predictions were more likely to bear out next year, Jorge from Incode says that it is No 5 – “Wireless Rate Plan pricing looks like airplane pricing (read – complex and unfriendly)”.
What happens one year from now :
Gerry – Apple and Google continue to do well in fast growing smartphone space. RIM (BlackBerry) remains under pressure as they have a Virtual Software environment (cloud-based mostly) and lack a good Mobile OS as capable as Apple’s or Google’s. Microsoft struggles in mobile space. Palm will probably be acquired by Nokia. Maemo – Nokia’s one of two Mobile OSes (other being Symbian), may see mixed success.
Jorge – No further Mobile OS will be seen in the marketplace as it is already too crowded.
Jeff – Things will be faster and better in wireless, one year from now.
Excellent presentation by an accomplished panel. Kudos to WTF and its board for pulling together yet another excellent General Session. The next General Session at WTF is on Jan 21 and it is focused on Investing and Funding Opportunities in Mobile and Wireless domain. Stay tuned for this session and do attend if you are in Atlanta area.
December 21st, 2009