Leveraging Mobile Video

London Metropolitan University
(London Metropolitan Business School)

- North Campus, Holloway Road, London, UK
LT3P18N
LEISURE AND TOURISM MANAGEMET PROJECT
MANAGEMENT RESEARCH
PROJECT
Leveraging mobile video:
an investigation of sustainable business strategies
for content providers
Student Name:
Marian Zinn
Student Number:
09000016
Supervisor:
Daniela Bartosova
Convenor:
Karl Russel
Semester:
Autumn 2011/2012
Submitted:
Week 12 11 January 2012
Word count:
7210 words
Management Research Project

Module LT3P18N
Individual Assignment - 09000016

Leveraging Mobile Video
Supervisor: Daniela Bartosova

ABSTRACT
Demand for mobile video is growing exponentially. This raises the question as to how media
businesses can integrate the mobile platform into their content distribution strategy. The purpose
of this paper is to identify the factors that may affect the commercial success of mobile
entertainment services and suggest appropriate strategies to leverage the value of mobile video.
The aim of the paper is achieved through means of an explorative literature study of relevant
sources. Firstly, it provides a conceptual framework of the mobile video industry. Secondly, it
presents a means to understand the management issue by analysing the current market trends
and strategic challenges. Thirdly, it presents tactical aspects that need to be considered when
devising a mobile video strategy. And lastly, emerging business models to monetize video are
discussed.
Market predictions identify that the industry is set to move into the mass market in the coming
years. As people increasingly consume video on connected portable devices, content and service
providers will have to embrace this medium to generate new revenue streams and to reach a new
generation of digital consumers.
Research findings suggest that a successful mobile video strategy includes achieving a high
quality output, rapidly scaling content libraries, efficiently and consistently encoding and delivering
various types of high quality content to numerous devices and platforms with appropriate DRM,
completing integration across a variety of non-standardised systems, cost-efficiently securing
content licence rights for a multitude of platforms, as well as implementing effective marketing
activities to drive product adoption.
Mobile video is still searching for a mass audience and the ability to build meaningful revenue in a
complex and fragmented landscape. Low profit margins have been barriers to industry
development in the past. Profitable growth for mobile video providers will depend on driving down
costs and finding the right mix of business models that can generate high demand levels by
reducing entry barriers for new users. Innovative and original content and marketing strategies
will be the key to driving demand and reducing price sensitivity of potential users.
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TABLE OF CONTENTS
1.
Introduction
2.
Methodology
3.
Literature Review
3.1
Context of the Mobile Video Market
3.1.1
Defining the mobile video industry
3.1.2
Market Conditions, Forecasts and Predictions
3.2
4.
Key Strategic Challenges
10
Discussion of Research Findings
14
4.1
Development of a Strategic Framework
14
4.1.1
Content Mix, Quantity and Quality
14
4.1.2
Distribution and Devices
18
4.1.3
Discovery and Marketing
19
4.1.4
Analytics and Market Insights
20
4.2
Business Models & Revenue Sources
21
5.
Conclusion and Recommendations
26
6.
Acknowledgements
29
7.
References
30
8.
Bibliography
36
9.
Appendices
40
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1. INTRODUCTION
This paper examines the current market developments and strategic challenges of mobile video
distribution. It furthermore attempts to evaluate potential content and distribution strategies and
business models that can drive return on investment on mobile video for service providers and
content owners.
As a result of audiences moving to mobile devices to consume various types of media, the mobile
platform is emerging as a primary channel for media companies to distribute content and engage
with consumers. Advancements in mobile broadband technology and smartphones are disrupting
the traditional value chain of how video is distributed, discovered and consumed. Video is
becoming a key component of the mobile experience, which is changing the whole economic
system of the audio-visual industries globally (Sloan, 2009; Feldmann, 2005; Bruno, 2005).
Cisco (2011) predicts that there will be over 7.1 billion mobile-connected devices, approximately
equal to the world's population in 2015, and a growing percentage of them will have smartphone
capabilities of delivering a good video experience. As smartphone and tablet adoption increases
and high-bandwidth wireless networks become more widely available, there is a growing demand
for rich media content. Global mobile data traffic nearly tripled for the third year in a row in 2010
with mobile video traffic exceeding 50% of all traffic in 2011 (see Appendix 9.1, p.40) (Ofcom,
2011; Pearson, 2011). Mobile video and TV services are fast becoming an essential part of
consumers lives and demand is predicted to move into the mainstream in the coming years
(Duryee, 2010; Tuzman, 2009). Reedy (2008) states that worldwide revenue for mobile content
including TV, video, games and music will exceed $16bn by 2015.
Clearly mobile video creates huge profit potential and is about to build critical mass. These
developments offer exciting opportunities for media companies to exploit new sources of value
creation. David Chamberlain, principle analyst at in-Stat commented that "...people love their
video. They are starting to watch it at more times and in more places. Now you've just got to find
a way to hook a business model to a usage model" (Reedy, 2008).
Considering the transformation of the media landscape, as a result of disruptive technological
developments and changing consumer behaviour, it is becoming essential for managers of media
companies to understand the wider competitive environment and market trends impacting the
media industries. Media content providers need to embrace mobile as a medium to generate new
revenue streams and to stay relevant with a new generation of Internet and tech savvy audiences
in an increasingly mobile-driven world (Snider, 2008).
Media managers have to identify marketing opportunities and try to develop and implement
strategies to monetize the mobile platform effectively, as a complimentary element of an
integrated multi-screen distribution strategy. Knowledge of how to take advantage of mobile
video technology is crucial to generating great returns on investment (Anderson, 2006).
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A key management issue is the process of decision-making and planning to develop new mobile
service offerings and devise appropriate strategies to attract and engage with key audiences.
Developing sustainable business models to exploit commercial value lies at the core to profitably
leveraging mobile video (Tuzman, 2009).
The paper attempts to answer the following research question:
With mobile video transforming into a mainstream market, what strategies should content
providers apply to build an audience and monetise their content?
The aim is to determine how media businesses can integrate the mobile platform into their
content distribution strategy to exploit the growing commercial value of mobile video.
The following objectives help to achieve the research aim and provide a structure for the paper:
Conduct a literature review to identify the notion of the management issue.
Define the context of the mobile video market, including market conditions, forecasts and
predictions.
Demonstrate the strategic challenges faced by mobile content providers.
Investigate emerging business models and strategies to reach mobile audiences and to
make video financially feasible on the mobile platform.
Produce conclusions and recommendations that can serve as guidelines for mobile media
content providers and suggest further research.
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2. METHODOLOGY
The following section describes and offers a rationale for the methods that were used in order to
collect information to answer the research question.
In this paper, the author initially undertook a broad approach towards collecting research across
a wide array of secondary sources, which was then narrowed down and followed by a review of
related literature. Considering the fact that the mobile video industry is still in its infancy,
consequently the availability of empirical research and theoretical concepts for the commercial
management of mobile video content distribution is very limited.
Therefore the sources of secondary research used are primarily based on trade press and
newspaper articles, conference papers, market research reports, and corporate whitepapers,
commenting on the formation of a new audio-visual content medium. It needs to be taken into
consideration that at this point only a small amount of relevant market research is available in
regards to consumer behaviour, price sensitivity, as well as industry best practices.
The most important resources for the main section of this project that were used to develop
knowledge and insight about the mobile video industry, included:
An Industry Conference attended by the author in October 2011 (Mobile Video Industry
Summit 2011; Informa Telcoms & Media)
Live Webinars (Brightcove; Brand Republic; RealSEO, OneToOne)
Industry Whitepapers and Trade press articles
Market research from companies including In-Stat, ABI Research, JupiterResearch, Cisco
Systems, Mintel, Ofcom, Pyramid Research, Nielson Research and Visiongain
Industry Associations (Open Mobile Video Coalition)
Thought leaders in mobile entertainment (e.g. Klepp, JT)
Leading Mobile Video Technology Solution Providers (Brightcove, KIT Inc., QuickPlay Media,
Thwapr Inc.)
Due to time limitations, this paper focuses on secondary data sources. It is recommended to
conduct primary research to confirm the findings of this paper.
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3. LITERATURE REVIEW
The purpose of the following literature review is to identify the notion of the management issue,
which was defined in the introduction, based on debates on the future of the mobile video
industry and best practices for potential industry players.
This section provides a context of the mobile video market for the reader, including market
conditions, forecasts and predictions. It furthermore demonstrates different authors perspectives
on the key strategic challenges faced by mobile content providers, including the current debate
on the use of business models to generate value.
3.1 CONTEXT OF THE MOBILE VIDEO MARKET

3.1.1 Defining the Mobile Video Industry
Mintel (2011b) provides the following definition of mobile video:
Mobile video content is differentiated from TV by its non-linear, non-live character. Although it
may also be accessed via 3G or mobile web connections, this type of content is typically clips or
previously broadcast programming and as such may be streamed as live or downloaded to the
[mobile] device for viewing at a later date.
Chang (2009) defines that the primary means to access mobile video is through Mobile devices
including mobile phone handsets, tablet computers, e-readers, media players and PDAs, as well
as any other portable device with the capability to connect to wireless mobile broadband
networks. In mobile, video can be viewed on an app, a mobile website or over the operators
streaming TV service (Snider, 2008).
Parr (2009) argues that the iPhone was the key factor that revolutionized the mobile phone
market. Its success and demand has pushed the development of smarter phones with improved
video capabilities and in turn incentivised the development of technologies and applications that
allow video and multimedia services to be provided through mobile communication networks.
With 100m mobile video views happening globally every day and viewing increasing in the US
alone by 41% annually, it is clear that the growth of mobile video is substantial (Wearmouth,
2011).
Snider (2008) and Parr (2009) define that the key players in the mobile media industry include
global content owners, mobile network operators, technology service providers, application
developers as well as marketing and advertising agencies. Both authors state that the industry is
in a forming stage of building a complex value chain that enables a sustainable content and
delivery eco-system. Most players are considered to still be in an information-gathering mode to
determine customer behaviours and attitudes, as well as marketing and pricing strategies for
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mobile video services. The market can be segmented into premium downloadable video services
and streaming services, user-generated content portals and live-webcasting video services.
Snider (2008) states that new partnerships and strategic consolidations are expected as key
industry players seek to monetize mobile video traffic and ensure the highest quality of service
for the end user on mobile networks. He furthermore points out that exciting innovation in mobile
video is occurring across all key parts of the value chain: devices, distribution, content and
networks. Wearmouth (2011) concludes that this is being driven by four key factors:
an increasing number of smartphones and tablet devices
the deployment and extension of 3G and 4G mobile network technology
the choice of different viewing models including ad supported and subscription ad free
services
the availability of more and better content
3.1.2 Market Conditions, Forecasts and Predictions

Do consumers really want to watch TV and video on mobile devices?
Fuller (2011) states that consumers are hungry for mobile video content and presents ABI
Research, which predicts that demand in streaming mobile videos will increase global data traffic
more than seven times the current rate by the end of 2012. Wagstaff (2011) supports the growth
predictions by referencing Nielsen research, which reveals that 2010 36% more mobile
subscribers watched video on their phones compared to 2009. Schatsky (2006) presents
findings of a Jupiter Research study, disclosing that already in 2007 41% of mobile phone users
were interested in accessing video services on their devices.
The key demographics driving mobile video adoption are upper teen and young adult markets
with the highest penetration of smartphone ownership. These audiences are primarily using
mobile video for entertainment purposes, as well as news and information gathering (Snider,
2008). Wagstaff (2011) points out, that Youtube videos delivered via mobile devices tripled in
2010, reaching 200 million views per day. This is another clear indicator of consumer interest in
video on mobile devices.
Fuller (2011) claims that the growth in mobile data traffic exceeds the growth in users of videoenabled mobile devices. This means that existing users of smartphones and tablets are
increasing the use of their mobile devices as a medium to consume rich-media content.
Schiffman (2008) states that the mobile medium is now as valid a channel for content distribution
as the internet, digital television or radio and consumers choose between various delivery
options for the same content.
Another point of view is presented by Graser (2011) who argues that the number of people
watching video on their mobile devices is lower than many people presume. He supports his
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statement by pointing out that only 10% of mobile device owners are responsible for 90% of
wireless network traffic. This indicates that while video gains popularity it is a smaller percentage
of people making strong use of it. He argues it will take years before smaller screens can be
monetized profitably to distribute movies and TV shows.
What current market trends are encouraging take-up of mobile TV and video services?
Cisco (2011) and Schiffman (2008) argue that accelerated adoption of smartphones drives
mobile traffic growth. Smartphone users generate 10 to 20 times more traffic than older devices.
The growth in smartphone take-up is the primary driver of increasing use of mobile video
services. At the same time the cost to the consumer for mobile services has continuously
declined (Ofcom, 2011). Research reflects that by the end of 2011 smartphone usage in the US
will reach 50% of all mobile users (Quittschreiber, 2011). Bernstrom (2011) states that the
number of smartphones in use on a global scale grew by 40% in 2010 to 598 million. With that
figure forecasted to reach 1.4 billion in 2014, the scalability for mobile video is clearly
transforming. The amount of long-form video viewed on mobile devices is expected to grow as
battery life and processing power of mobile devices advance (Shields, 2010).
Warren (2011) and Ostrow (2009) highlight that with the deployment of 4G mobile technologies
high speed mobile Internet coverage will become wider accessible. At the same time bandwidth
capacity will increase leading to faster and more reliable connections. The increasing availability
of free public Wi-Fi hotspots is also of relevance. As mobile network connection speeds
increase, the user experience improves, high-definition video will be more prevalent and the
proportion of streamed content is expected to grow. As mobile network capacity improves,
operators are more likely to offer mobile broadband packages comparable to the pricing and
speed of fixed broadband, which should further encourage mobile broadband adoption (Ofcom,
2010; ABI Research, 2010).
Warren (2011) and Ostrow (2009) point to the beneficial effect of increasing commercial content
choices for consumers. The success of the iPhone and iPad has given commercial content
creators an incentive to make their multimedia content accessible in mobile-friendly formats.
Content producers are increasingly formatting content specifically with mobile devices in mind.
The rise of HTTP adaptive streaming has allowed commercial content companies to serve live
and pre-recorded video to mobile consumers at bitrates that adapt to a user's connection for the
best quality video.
Ankeny (2010) and Fautier (2010) write about the importance of a growing number of mobile
applications, media players and mobisites that integrate social networking by allowing users to
share content via sites like Facebook and Twitter. This allows users to direct other users, who
access social networks on mobiles, to video content. This ultimately increases the awareness
and discovery of content. Users can instantly broadcast notifications that they are streaming live
or uploaded a new video.
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What are the markets future prospects?

Recent market data published by Cisco (2011) reveals that mobile video is a major growth sector
in the coming years. Global mobile data traffic is predicted to increase 26-fold from 2010 to 2015
reaching 6.3 million terabytes by 2015. The average mobile connection speeds will continue to
improve globally with average smartphone speeds of 4.4 MBps. Cisco (2011) states that there is
a direct connection between increases in speed and increases in usage. Furthermore two thirds
of the world's mobile data traffic will be video by 2015. Mobile video has the highest growth rate
of any media accessed via mobile devices and tablet computers will be the leading mobile
device for video by 2015. The average smartphone is estimated to generate 1.3 GB of traffic per
month by 2015 from only 79 MB in 2010. Another aspect highlighting the increasing importance
of the mobile media channel is the growth of mobile-only Internet users to 788 million by 2015
from 14 million in 2010. The number of mobile video users is predicted to reach 450 million with
mobile video consumption surpassing 693 billion minutes by 2015 (Duryee, 2010; Belic, 2011).
3.2 KEY STRATEGIC CHALLENGES

The following section identifies key factors discussed in the literature that prevented the take-up
of mobile video purchasing and consumption on a wide scale up to 2011 and currently present
barriers which industry players have to face.
A lack of a viable content delivery infrastructure that allows for consumption of high quality
video on the move.
Bernstrom (2011) and Hoover (2011) argue that with the accelerated uptake of smartphone and
tablet devices, combined with flat rate data plans, an unprecedented strain was put on mobile
operator networks globally. The influx in 3G usage to stream and download video files in recent
years was not anticipated. Limited available bandwidth causes slowdowns especially during
peak times and networks have not been keeping up with the overwhelming grows in data traffic.
Most mobile networks are already congested and are reaching their capacity limits in many
markets today, which has let to problems such as unreliability, inconsistent speeds and dropped
connections. This heavily impacts the quality of streaming mobile video, because of upload
delays causing viewing and broadcasting interruptions.
Consequently there has been a worldwide trend of mobile operators to move away from
unlimited data plans to set up tiered mobile pricing plans to control data consumption and avoid
network overloads (Bernstrom, 2011; Segan, 2010). Duryee (2010) highlights that the current
network scarcity and mobile operators moves to data caps have restricted the use of video
services, which has held back the market in terms of downloading or streaming video via mobile
broadband (Goldstein, 2010; Kiss, 2008). Cisco (2011) supports this view by arguing that low
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data caps limit traffic growth and advises operators that network capacity must increase support
consumer usage trends.
The question arises whether the future mobile infrastructure can accommodate mass viewing of
video. Klepp (2010) states that significant network upgrades are required, but such upgrades are
expensive and time consuming. A data demand predicted by Cisco will most likely strangle many
networks, and if the quality of service is not there, there will not be demand (Mintel, 2009b).
Bernstrom (2011) and Hoover (2011) are convinced that operators will progressively migrate to
4G/LTE networks to solve the bandwidth issue and invest more into the network infrastructure to
avoid issues like with 3G in the future. With technological advances being implemented,
increased capacity and speeds should directly improve the user experience and drive down
costs leading to reduced data rates and less congestion while improving the quality of the mobile
video channel (Visiongain, 2011).
A lack of tradition for video on the go, as consumers are not as used to the idea yet &
limited supply of premium content
Mintel (2009b) research identified that the majority of consumers lack a real knowledge of the
mobile video market in all aspects from what content is available, how they can access it and
how much viewing will cost.
Wildstrom (2008) points out that users face the fundamental difficulty of discovering, browsing,
and selecting from available services and video clips. There is a need to improve video search
capabilities of mobile phones to enhance the discoverability of available services and content
relevant to the user. Segan (2010) furthermore specifies that legal, downloadable or streaming
video content for most phones is still very limited. Up until now, there are only a small number of
scattered premium services available with offerings fragmented across different operating
systems offering limited content libraries.
Additionally, small screen sizes and low image quality are still major turn-offs for consumers
when considering to engage with longer video content. Further research is required to
understand the preferred type and lengths of content people want to watch on their small mobile
screen (Mintel, 2009b). Kiss (2008) states that people see video on mobile in a different way
compared to the PC or television. Mobile video viewers want something they can watch while
they are exercising, while commuting or whenever they do not have access to a larger screen.
Market fragmentation of devices, operating systems, encoding standards and digital rights
management
Chang (2009) argues that mobile video is still searching for a mass audience in a complex and
fragmented landscape. The exploding number of application stores and the vast amount of
phones and platforms in use pose the danger of an increasingly growing market fragmentation.
Thwapr (2011), a mobile video solutions provider, states that analytics show that while iPhone
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and Android-based phones generate the most video views, there are more than twelve operating
systems including Research in Motion, Windows Mobile and Symbian and almost 30 different
types of mobile handsets that make up the total viewing audience (James, 2010). Video formats
are incompatible across different mobile devices, as every device supports different video codec,
bit rates and resolutions (Segan, 2010). Mobile screen resolutions, operating systems and
feature sets are constantly in flux, making it very difficult to cost-effectively deliver high-quality
video content (Hyland, 2011).
Chang (2009) explains that each different platform poses the challenge that it requires new
developments, which increases the costs to the supplier and decreases industry profitability.
Also as a result of the fragmentation of audiences across devices, and a need for customised
solutions for each platform, getting critical mass and meaningful revenue becomes harder to
achieve. This constitutes a high entry barrier for new entrants into the market.
A range of video technology standards are emerging, but neither networks, device
manufacturers nor content producers are yet willing to commit to one dominant format for the
industry (Mintel, 2009b). There is a need for one solution for all devices and platforms to
effectively reach all potential audiences (Thwapr, 2011; Segan, 2010).
Lack of established business models and means to profitably monetize mobile video
Schatsky (2006) predicts that "it is just a matter of time before video services on headsets
become more ubiquitous." Julie Ask, research director of JupiterResearch, indicates that "the
challenge is not interest [in mobile video] but rather finding the correct mix of premium content
and price points that is lacking in today's offerings" (Schatsky 2006).
Lafayettes (2008) opinion states that longer term adoption of mobile video will depend more on
finding the right business models and developing appealing content offerings rather than on the
technology or the devices. Consumers have turned their attention to on-demand content, yet this
content is primarily accessed for free, obtained either legally or illegally, and has not proven to
be a revenue generator. Strong competition for new entrants to the market comes from major
players like Youtube or BBC iPlayer in the UK, which are providing free access to content on
mobiles and take up a major part of video consumption across all devices (Mintel, 2011c).
Direct pay through subscription dominates premium mobile video services, but is not attracting a
large user base, which in turn is a necessary criterion for advertisers. The current challenge is
that there is a large interest, but only few consumers are willing to pay larger fees for smallscreen video. The growth expectations in mobile video consumption do not match expectations
in revenue growth (Klepp, 2010). According to a QuickPlay Media survey, 58% of those who
have never watched TV on the go rank cost as the top reason for not doing so (Chang, 2009;
Lafayette, 2008).
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Subramanian (2008) argues that during the initial stages of the diffusion of an innovation
process, mobile video is primarily used by early adopters who are generally willing to pay for
access, as they perceive live and VoD content on their mobiles as of a high value. But it needs
to be considered that as the industry moves towards mass market adoption in the coming years,
there is a need to reduce barriers of entry for new users. The combination of subscription fee
and data plan costs is a high barrier to entry for consumers.
Sloan (2009) argues that the online world has been struggling with consumers expectations of
free content and that in general users object to paying extra for mobile video, but they are open
to being exposed to advertising in exchange for free content. Reedy (2008) and Armbruster
(2009) in contrast highlight that this conditioning applies less to mobile, as consumers have
demonstrated their willingness to pay for digital content like music and ringtone downloads. This
suggests that they should be more accepting towards paying for mobile content. But it still needs
to be determined how much they are willing to pay for mobile video. Initial research reflects that
42 percent of mobile users would purchase a live and on-demand premium video service that
was priced at $5 per month. A price set at $10 reduces interest to 20 percent (Fuller, 2011;
Chang, 2009).
For the mobile video industry to become sustainable it needs to be able to generate profitable
return on investment for all stakeholders. This includes pay back in direct revenue stream,
increased brand awareness, cross-sales, and targeted advertising. The challenge remains to find
business models that do not rely on subscription and generate high demand levels.
The debate in the existing literature clearly agrees on the fact that the demand for mobile
video is growing exponentially. Market predictions identify that the industry is set to move into the
mass market in the next couple of years. Nevertheless there are a number of challenges that
need to be addressed by all stakeholders to effectively exploit the commercial value of video on
mobile devices. There seem to be differing views on the issue if mobile video is a profitable
industry in the short-run, as industry players are still experimenting with the right combination of
business models and content strategies. There is a gap of adequate research and industry
experience on content and delivery strategies to attract and retain an audience and on how to
monetise the growing consumption of mobile video profitably. Further research on sustainable
business models and content strategies is required. Another area that lacks research is
knowledge about consumer attitudes towards paying for content on the mobile device in order to
determine successful pricing strategies.
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4. DISCUSSION OF RESEARCH FINDINGS

The following section attempts to define important elements in developing a strategy to
effectively manage mobile video content offerings. This is followed by a discussion of emerging
business models that could make video on the mobile platform financially feasible and enable
organisations to profitably exploit future mobile video opportunities.
4.1 DEVELOPING A STRATEGIC FRAMEWORK

To develop a successful mobile video strategy, organizations must address the issues of
fundamental business models including content acquisition and management, direct-toconsumer delivery and related customer service and support issues, as well as the role of
marketing to drive product adoption. Brightcoves Video Strategy Framework is used here as a
structural guide for the investigation of appropriate methods for organisations to maximize the
return on their mobile video investments. The following section analyses the key elements of a
mobile video strategy including content mix, quantity and quality, distribution, devices, discovery
and analytics (Brightcove, 2011; Saxena and Stevens, 2011)
(Adapted from Brightcove, 2011: Brightcove Video Strategy Framework)
4.1.1 Content Mix, Quantity and Quality
CONTENT MIX
The content mix refers to strategic decisions that need to be made in regards to the content
offering and management. Content management deals with the processes of digital asset
acquisition, ingestion and digital rights management. Every video solution begins with the
acquisition of new content, possibly from a variety of sources, and the ability to ingest and
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secure this new content. Digital content available includes movies, broadcast programming,
music videos, commercials, live and on-demand TV, and user generated video (Saxena and
Stevens, 2011). Once ingested, content has to be converted into a format that is appropriate for
streaming and playback via mobile devices and then needs to be organized and categorized into
channels for users to easily search and select (Tuzman, 2009; Streaming Media Magazine,
2009). Mobile video services typically draw video from four sources: In-house video production,
licensed third party content, partnerships with content aggregators or content owners and usergenerated content (UGC), which relies on an existing community (Brightcove, 2011).
Content choices should be informed by market research into mobile users content preferences.
Mintel (2011b) research suggests that at this point consumers are more likely to enjoy content on
the go in short format and are not yet at the stage where the idea of consuming longer videos on
mobiles is attractive to them. When it comes to timing, the attention span on mobile phones is
still very limited with viewers tuning out and moving on after around 60sec. Any activities which
are easy to start and complete on the mobile in a short space of time are more popular.
Research shows that 2-3min get the best engagement results and the first 10-15sec are the
most relevant to retain attention (O'Dell, 2011; Robertson and Pierce, 2011; Tuzman, 2009).
2010 data from QuickPlay Media highlights the most favoured content for video downloads was
music, followed by entertainment, movie previews and comedy. For live streams the top
preferences were sports, news, weather and comedy, while on-demand video stream
preferences included user-generated-content, sports and news (Fraim, 2010)
Getting information that has an immediacy and urgency to it, and offering 24/7 access via any
mobile phone can be very attractive to consumers. To attract audiences to a video portal, the
perceived value offered can be increased by making the content accessible exclusively via the
mobile and offer something different compared to regular TV programming. Content providers
should offer a variety of highly targeted channels to discrete market segments, realizing that one
channel cannot appeal to all audiences. A multi-channel niche market appeal, which offers
relevant content to highly segmented mobile media consumers is suggested (Klepp, 2008;
Ankeny, 2011).
Content mix decisions are also concerned with the combination of on-demand and live video
programming offered through the mobile channel. A successful mobile video platform should
have the capabilities to support video-on-demand with progressive download and streaming or
download and play, and live stream functionality (Wearmouth, 2011). A mix of on-demand and
live streaming seems to result in the highest growth in traffic, engagement and return on
investment. Content providers should investigate opportunities to integrate original live streams
to their content portfolio, which are unique to the platform, such as events, webinars,
announcements, behind-the-scenes features and other content. Such content seems to have a
direct positive effect on on-demand viewership, as viewers become more deeply engaged with a
brand. Live stream audiences often come back to a portal to see archived footage and other
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videos, signifying increased retention and loyalty rates. Mobile video is also likely to be most
successful when complimenting premium content offerings with UGC. This can potentially pay off
in terms of enhanced audience participation and the strong viral nature of UGC. A focus should
be put on encouraging customers to use the mobile device not only for viewing, but also as a
tool to record and directly upload their own content (Brightcove, 2011; Wearmouth, 2011 Wray,
2009; Reedy, 2008).
A QuickPlay Media survey conducted in March 2011 with US mobile subscribers revealed a 94%
interest in mobile video services that combine social networks like Facebook and Twitter with
mobile video content, providing access to a live interaction integrated with programming. Content
and service providers need to work on enhancing the customer experience by providing
interactive capabilities that combine compelling content with social elements. What this means is
that the video experience should become more than just watching video. It should evolve
towards sharing, chatting, being able to post video to Facebook, and being able to have an
ongoing dialogue. Interactive services could go even further with new content concepts in
development that allow users to participate and influence the story line or be part of the story.
Combining video with interactivity and gaming aspects would allow a user to get strongly
engaged. This will be an important factor to increasing long-term subscriber growth and loyalty
(James, 2010; Peterson, 2011; Klepp, 2008).
Klepp (2010) suggests three likely premium content strategies that will emerge in a growing
mobile video landscape:
1. The first option is to take an existing live or on-demand stream of content and make it
available to the mobile user as a continuous stream (e.g. BBC News or a sports event) as
part of a multi-screen strategy. This could be offered by well-known TV brands in partnership
with mobile operators or as over-the-top service. Users could tune in for a short time just to
pass time or to keep up on the important sports game. This concept is limited by the linear
consumption pattern and limited interaction and viral opportunities. The value offered would
be relatively low, as the same content is accessed on a small screen like on traditional
television.
2. The second option is to set up portals that offer specifically made-for-mobile video content as
live or on-demand stream. The content programming could be varied to cater to different
demographics or the service could be a highly targeted niche content provider. This opens up
the mobile space for various new content providers. Anything can be packaged and the key is
to provide targeted content and specialised channels, which are categorized based on the
type of content. Extensive content libraries can be built and content can be viewed ondemand and can be downloaded, streamed or forwarded, allowing user interaction.
3. The third option is a combination of the above, integrating linear existing and made-for-mobile
live programming with on-demand content libraries and interactive capabilities.
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QUANTITY
Decisions need to be made in regards to the amount of video provided though the mobile
channel. Insufficient video quantity is one of the key barriers to reaching critical mass. The
acquisition of large content libraries is critical to the success of the delivery and management of
video content (Hyland, 2011). Content providers should focus on creating rich deep archives, as
there will always be a need for large quantities of good content. A systematic approach to
producing, acquiring and licensing new content is required. Content ingestion needs to have a
predictable pattern to retain and grow an audience. A regular frequency of content production
and distribution has a direct effect on engagement and traffic generation. Increasing the quantity
of video can be a simple way to increase traffic. Licensing from third-party content providers
could provide an option for cost-efficient access to a large amount of video in a short time and to
a wider variety than what can be produced in-house. Content owners may also revisit their
already established content archives, and could repackage that material for the mobile channel,
a strategy that might be less expensive than licensing or producing new content (Robertson and
Pierce, 2011; Brightcove, 2011; Saxena and Stevens, 2011; Tuzman, 2009).
QUALITY
The quality component of the service offering is concerned with the quality of the video content,
as well as the quality of the user experience when viewing content. Each one of these two
elements is essential to build and maintain an audience. The effectiveness in maintaining brand
awareness and consumer loyalty as competition grows will depend on how mobile content
providers can adapt to the consumer demands of high quality and immediacy in the years to
come (Mintel, 2011b; Brightcove, 2011).
On the mobile the user is likely to be much less forgiving of lower quality or non-relevant
programming. Even the best content will not hold viewers if they are faced with stalled or lowdefinition video, a poorly designed user interface or difficult-to-use player. Detailed attention
must be given to the smooth delivery of content, as well as the viewing experience from a
customers perspective. Fast playback and appropriate video resolution need to be consistent,
regardless of connection speed or screen size, providing a seamless, fluid and engaging video
experience every time on any device and from any location (Brightcove, 2011; Takahasi, 2011).
The portal and video player design and usability should be appealing and easy to navigate. The
quality of the viewer experience can be guaranteed through the use of adaptive bitrate
streaming, converting a single ingested stream into multiple output streams in real-time. Adaptive
streaming technology automatically selects the most appropriate stream quality (varying bitrates)
based on each viewers network connection from 2.5G to Wi-Fi connectivity to provide the best
possible viewing experience. Also a partnership with a reliable Content Distribution Network is
advisable to provide a consistent, reliable and scalable high-quality delivery of video (Brightcove,
2011; Takahasi, 2011; Klepp, 2008).
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4.1.2 Distribution and Devices

Channel strategies are concerned with decisions in regards to the management of content
aggregation, storage, and delivery across a complex, multi-device ecosystem. When selecting a
channel strategy for the delivery of mobile video it is important to consider the technological
complexity of the mobile landscape, as a result of the proliferation of mobile device
manufacturers, operating systems, video codecs and browsers. Content providers are under
increasing pressure to ensure their offerings are available at any given time, on any given device
and in any number of unknown usage scenarios (Mintel, 2011b). It is important to maximize
audience reach by delivering a consistent video experience across the widest possible variety of
channels including mobile websites and mobile applications. Video delivery must support
transcoding into both HTML5 and Flash-based video experiences to be compatible across all
available browsers and devices. App stores, as well as the mobile internet allow content
providers to potentially reach global audiences (Brightcove, 2011; Saxena and Stevens, 2011;
Clark, 2011).
Android phones and the iPhone are currently the leading devices for mobile data consumption.
Another channel of growing importance for mobile video distribution is the increasing number of
tablet devices. In 2010 three million tablets were connected on the mobile network, generating
five times more data traffic than the average smartphone. Especially Apple products are the
main drivers of mobile video adoption (Cisco, 2011). Consumption patterns differ significantly
between smartphones, tablets and personal computers. Such differences include content length
and content genre consumed. For example, tablet viewers watch more video and are willing to
pay a higher price for that video compared to smartphone viewers (Belic, 2011). The impact of
device ownership and usage needs to be taken into consideration when making channel
decisions.
Content providers need to establish cost-effective and scalable ways to manage, monetize and
deliver content across multiple platforms and devices. The video delivery infrastructure must
offer cross-platform and cross-device compatibility, integrating all existing video standards
(codecs, formats, delivery protocols) to reach the greatest number of end-user devices. This
enables the content provider to achieve a wider audience reach in a highly fragmented market,
while at the same time offering convenience to users (Tuzman, 2009; Saxena and Stevens,
2011; Hyland, 2011, Chang, 2009). The environment in which content is consumed must also be
secured with appropriate digital right management mechanisms to ensure all content is protected
and content provider licence terms are met (Hyland, 2011).
A mobile video delivery platform requires to be easy to administer and scalable to match the
expected volume of video streams. Managing the complete video delivery in-house is extremely
resource-intensive and costly. Instead of building technologies in-house, an outsourced
specialist video technology provider might be a cost-effective alternative. Content owners
worldwide have access to a growing mobile video ecosystem including a broad range of expert
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partners, pre-integrated technologies and services to support video on mobile devices of any
size and scope in any market. Parts of the mobile video service could be outsourced to reduce
costs by offloading resource-intensive processes such as content ingestion and encoding and at
the same time ensuring critical scalability and quality while still maintaining control.
Organisations are advised to partner with a Content Delivery Network (CDN) provider capable of
scaling and delivering a reliable and consistent video experience to any device (O'Dell, 2011;
Sloan, 2009; Tuzman, 2009).
Content providers should also, if possible, investigate the opportunity to integrate content
strategies across different platforms enabling a multi-screen experience (e.g. Triple-play strategy
of Virgin Media). QuickPlay Media revealed that 48% of current US mobile subscribers are
interested in multi-screen capabilities that allow them to seamlessly switch between multiple
devices, such as PC, tablet and smartphone when watching TV programmes or movies. Graene
Oxby, Virgin Mobile's managing director said: "A world where you pay for [content] once and can
view it on whatever platform you like is a great place to go to..." (Peterson, 2011; Wray, 2009;
James, 2010).
Content is also increasingly flowing around the traditional gatekeeper channels like mobile
network operators. Over-The-Top (OTT) technology enables organisations to bypass traditional
channels and gatekeepers to open direct relationships with subscribers on mobile devices and
thus moving up the digital value chain. Content producers and owners should take advantage of
this by building direct to consumer channel strategies. By leveraging their brands and taking their
content archives, live events, and other product direct to consumers immediate value is created
and revenue margins can be retained internally (Saxena and Stevens, 2011).
4.1.3 Discovery and Marketing

Another essential element for a successful mobile video strategy is the way in which an audience
can find the service and its content. It is of high significance to build public awareness of a video
platform and enable easy discoverability. In order to reach a wider audience, mobile video needs
to be discoverable from various sources and promoted across marketing channels integrating
online and offline media (Sloan, 2009). It will be important to increase the overall awareness of
mobile video services by consumers in terms of what is available, where and for what price.
Premium content providers will need to aggressively advertise and send out the right marketing
messages in order to create awareness and interest, to distinguish the service and to entice trial
(Klepp, 2008; Mintel, 2011b). Established content owners and aggregators should leverage their
core strengths of brand recognition and existing marketing activities. Anyone considering
entering the market should act quickly and aggressively to fully exploit any first-mover
competitive edge (Saxena and Stevens, 2011).
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Tools to increase discoverability for video on mobile devices include on-site search, search
engine optimization for mobile search engines and discovery via social sharing.
On-site search needs to ensure that users can easily search the complete content library and
find content that interest them while spending time on the video portal. Video search functionality
deals with categorising content, quickly sorting through video on request and providing relevant
results to the user. Mobile web experiences offer basic search engine discoverability, but mobile
apps are not discoverable through mobile web browsers. Apps therefore must be featured in
various app stores. It is important to follow video SEO best practices that enable mobile search
engines to identify video and achieve a high ranking. The subject of mobile search is a process
in development (Tuzman, 2009; Takahasi, 2011; Brightcove, 2011).
A cost-effective solution is also provided by combining video and social media. By integrating a
video channel with interactivity, an organisation can allow users to help with the marketing.
Social discovery, in which users find and share video through social media such as Facebook
and Twitter has a potential viral effect, as viewers share and re-share content, adding to the
services exposure over time. Research reflects that people who find video content through
social media watch video longer. Organisations can integrate email, link and social network
share buttons in the video player, enable embed codes for sharing, promote social sharing when
a video finishes and allow for rating of videos to boost the probability that users will share and
recommend content (Brightcove, 2011; Robertson and Pierce, 2011; Klepp, 2008).
Reaching out to third-party sites and app store owners through syndication and marketing
partnerships provides further opportunities to create awareness. Distributing content through
content aggregators like Youtube is a free and valuable way of generating first-level awareness
of a brand and content. This is an effective means tab into a large audience and then direct
people back to the organisations branded and fully controlled video portal (Brightcove, 2011).
Finally, through partnerships with mobile service providers and device manufacturers, mobile
video services could be pushed more at retail level during the sales process parallel to data
plans. This would enable a salesperson to engage with potential customers to inform them about
the availability, pricing and benefits offered by augmented video content services. Through such
partnerships, video services could also benefit from increased advertising done by mobile
operators, handset retailers and manufacturers (Klepp, 2008).
4.1.4 Analytics and Market Insight

Evaluation and measurement activities performed throughout the process of delivering value to
the mobile video customer are an essential element to guarantee customer satisfaction and
consistent improvement of content and service delivery. This directly contributes to the overall
return on investment for mobile video. There are various digital metric tools available for the
mobile platform, which can provide vital market and consumer behaviour data. This can offer
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managers insights on how to optimize the mobile video performance (Brightcove, 2011;
Wearmouth, 2011).
Analytics provide information on the following key performance attributes and consumption
patterns, which are essential for strategic decision-making:
Essential information on audience demographics and other characteristics
Average-Revenue-Per-User (ARPU)
How do people discover the content?
How effective is the reach on different devices and platforms?
How many views come from iPad, iPhone, Android and other devices?
Viewer activity when spending time on the video portal
The impact of quantity of video on site activity
Which content is most effective in engaging viewers?
How much time do people spend on the site watching content?
Information on average attention span
Such insights give managers the ability to refine the mobile video strategy by adjusting the
content mix and quantity, distribution and promotion strategy accordingly. Analytics allow an
organisation to create a more customer-oriented video experience by providing relevant and
personalized content recommendations to individual users based on learning about the
consumer downloading or streaming history and what the consumer has liked or forwarded to
friends. The data can also be used as valuable information to sell advertising space more
effectively (Brightcove, 2011; Wearmouth, 2011).
4.2 BUSINESS MODELS & REVENUE SOURCES

The following section analyses means to effectively monetize video delivered via the mobile and
types of emerging business models.
Monetization is the revenue generating component of the mobile video strategy. It connects
video strategy to business strategy through mechanism such as advertising, m-commerce and
premium content fees (Brightcove, 2011).
In simple terms there are two types of business models:
1. Content is sold to viewers (pay-per-view, per-per-download, subscription)
2. The audience (which consumes the content) is sold to advertisers (sponsorships, brandadvertising, product placement)
For other businesses the economics might not be in monetary terms, but in improved reputation,
efficiency or brand awareness, indirectly leading to higher sales and profitability (Streaming
Media Magazine, 2009). Video can drive business value by increasing customer engagement,
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bringing products alive and improving communications. This can potentially convert audiences
into buyers and build a brand image (Robertson and Pierce, 2011). Organisations need to
ensure that their video solution provides a system that can support all major revenue channels
including ad-supported models, pay-per-view and subscription (Tuzman, 2009).
eMarketer predicts that mobile video revenues, including direct downloads, subscriptions and adsupported video will roughly triple between 2009 and 2014 from $438million to $1.34billion in the
US alone (see Appendix 9.2 p.41) (Ankeny, 2010). Nevertheless, the cost side poses a large
entry barrier for mobile video incumbents. Mobile operators have been acting as gatekeepers
taking a large chunk of profits and limiting revenue passed back to content providers. Margins
are lost through revenue share with mobile operators, a percentage of revenue lost to third-party
technology infrastructure providers, bandwidth data and hosting, as well as marketing and
advertising expenditure. This consequently leads to very small profit margins. As big marketing
budgets are key to generate enough demand to make mobile profitable, smaller players are at a
disadvantage to build critical mass. Price floors are very much dictated by revenue shares and
price ceilings by data charges to consumers, as well as their limited willingness to pay higher
fees. Current business models for premium content lock content providers into a low volumes at
a high price economic model, as they have only limited price flexibility in order to generate
profitable returns. With the advent of Over-The-Top content distribution technology, content
providers will have increasing bargaining power, and might eventually be able to negotiate better
deals with traditional gatekeepers or alternatively deliver value more direct to consumers (Klepp,
2008).
Current revenue sources for mobile video services include: Transaction-based fees (Pay-perdownload, Pay-per-stream), Subscription fees, Advertising revenue, M-Commerce revenue and
Brand Sponsorships (Reedy, 2008; Schlsser, 2011).
1. TRANSACTION-BASED & SUBSCRIPTION MODEL

The most common methods of monetizing mobile video used by most services up to today have
been transaction-based and subscription price models for premium content. Transaction-based
pricing includes pay-to-download, pay-to-rent a download (limited time to consume) and pay-tostream (Mintel, 2011c). Alternatively services offer monthly subscriptions at different price levels
for unlimited viewing (Klepp, 2010). This allows content providers to bundle content into
subscription packages e.g. a news package or a music and entertainment package (Holland,
2006)
The way forward as highlighted by Mintel (2011b) points less towards permanent purchase of
video, and more towards a "pay to access" system (unlimited streaming or rental model). A
QuickPlay Media survey of US mobile subscribers revealed that 44% of respondents would
prefer to pay for movies on their mobile device via a monthly subscription fee, while 21% opted
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for a pay-per-movie rental model and 11% for purchases downloaded to the device (Peterson,
2011). Most video content is simply being watched once. Therefore a low-cost, single-viewing
option for video content using DRM could be developed, combined with the alternative of an
unlimited access subscription to the complete content library (Reedy, 2008).
The key demographics for mobile video include up to 25 and 25-34 years old from the affluent
AB income level. They are happy to spend money on low monthly charges that deliver high
volume media access (Mintel, 2011c). Nevertheless, mobile users already have a wide variety of
entertainment choices fighting for a share of their disposable income budget. Further primary
research and actual field testing is required to determine the price sensitivity of users and
acceptable price points (Holland, 2006).
2. ADVERTISING-FUNDED & M-COMMERCE MODEL

Snider (2008) states that mobile video services could benefit from evolving mobile-specific
advertising and product placements from corporate brands. Mobile services could provide adsupported, free-to-access content with a focus on aggregating audiences.
Mobile advertising expenditure is growing as advertisers start realizing the growing audience
number of the mobile medium. Mobile devices are also able to reach new demographics that
usually do not have access to media content. Globally 48million people without electricity at
home have mobile phones. Mobile advertising networks cleared an estimated $5.65billion
globally in 2011. The revenue was predicted to reach $6.5bn in the US alone in 2012 and further
expand to reach $18bn worldwide by 2015 (Fautier, 2010; Sloan, 2009).
Innovative forms of mobile advertising are emerging, which can be exploited for mobile video
services. Forms of advertising include TV-style pre- and post-roll ads, banner ads on mobile
websites or apps, flash overlays and interactive layer ads. To maximize the value of the ad
inventory, organisations need to ensure they can run adverts from a large number of advertising
networks, as well as sell adverts in-house (Brightcove, 2011).
It is essential for content providers to understand exactly who their target markets are and what
their specific needs and benefits sought are to build a community around the content, which
provides a propelling value proposition to advertisers (Klepp, 2008). Advertising revenues are
ultimately driven by the number of exposures that the advertising will receive. Building a solid
audience base will allow for higher advertising rates (Klepp, 2010). Proving your demographics
and audience numbers is essential as advertisers can then bid for the views you generate
(Pearson, 2011; Fautier, 2010). To justify advertising rates, organisations need to provide
concrete and measurable ROI for advertisers (Klepp, 2008).
Mobile apps, mobile websites and video players also provide opportunities for cross-selling of
relevant products or related content. Organisations can use advanced integrated m-commerce
like in-player calls-to-action to convert viewers into buyers. In-player purchase links to m-
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commerce destinations allow consumers to discover new content and buy related products at the
same time as they watch the content. It is predicted that mobile commerce will be worth
$119billion in 2015 (Cook, 2011; Mintel, 2011a; Robertson and Pierce, 2011).
3. BRAND SPONSORSHIP
Sponsorship is a means for content providers to link their mobile presence with well-known
brands. Branded entertainment deals are a new form of sponsorship-funded entertainment
content, promoting exposure to a brand without interrupting the underlying programming. There
is a need to provide great content, and to be able to service potential sponsors with an attractive
and proven demographic. An additional benefit is the impact of an established brand identity on
demand (Subramanian, 2008; Klepp, 2010)
4. BUILDING STRATEGIC PARTNERSHIPS

The growing importance of partnerships between mobile operators, mobile video technology
services and media content owners needs to be considered.
Premium video services are a source of additional value for mobile operators, providing them
with an additional revenue opportunity. Therefore forging innovative partnerships with a wide
range of content owners and aggregators, through licensing and revenue-sharing deals, are an
attractive option. Mobile operators can offer content owners access to their subscriber
relationships, a lucrative directly accessible target market, as well as their proven customer
support, service provisioning, and content delivery (Saxena and Stevens, 2011). Partnerships
between mobile operators and content providers allow for bundled offerings. Premium content
providers can negotiate revenue shares from a monthly subscription for mobile content services,
either as standalone service or as part of a multimedia package of music, games and video
offering cloud-like content access which is directly billed by the mobile network operator (Hyland,
2011; Klepp, 2010; Schlsser, 2011).
Mobile operators are increasingly teaming up with entertainment companies like Warner,
Paramount and Disney to offer movies and TV series on the operators network. More examples
of strategic partnerships to enter the mobile video market include Apples plans to partner with
major Hollywood studios to launch a new service in early 2012 enabling consumers to purchase
feature films from its iTunes digital storefront and stream titles from the cloud to the iPhone and
iPad. At the same time the major Hollywood studios are working together to launch a new mobile
service called Ultraviolet, which enables consumers to access movies and TV series in the cloud
streamed directly to their web-connected smartphones and tablet computers (Ankeny, 2011
Snider, 2008; Potter, 2008; Chang, 2009).
Another opportunity for content owners are strategic partnerships with content aggregators like
Google and Amazon, which are seeking to become one-stop shops for consumer entertainment.
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By forming closer relationships with all types of content providers, aggregators hope to position
themselves as the single portal for digital entertainment (Saxena and Stevens, 2011).
Finally, as we see convergence progress and triple-play and quad-play services reach the
market, larger business models can emerge with the development of multi-screen strategies that
support digital video delivery across mobile devices through smartphones and tablets, PC via
broadband, as well as digital television. Such offerings provide users with the convenience of
one simplified billing process to access content through all platforms. At the same time it enables
businesses to diversify their revenue streams and spread risks, as well as cross-subsidise
distribution channels to reach and monetize the largest potential viewership. Mobile operators
and content providers that are unable to tie into triple-play offerings in the future might be
challenged by consumers who are unwilling to pay multiple times for the same content across
devices (Schlsser, 2011).
It is clear that content-driven relationships will be more important than ever and well-chosen
partnerships may be the key to success for mobile operators and content owners.
5. MIXING BUSINESS MODELS

Sloan (2009) is sceptic about the prospect that advertising alone can sustain a mobile video
business, considering expensive bandwidth, infrastructure and hardware requirements as well as
very low profit margins to operate in the industry. Even hugely successful video companies like
Hulu and Youtube have yet to generate a profit. Sloan (2009) states there is no one making
money today on ad-supported video where all content is free.
A video platform might need to support one or more business models, perhaps blending
advertising-, transaction-, subscription- and m-commerce based revenue streams (Saxena and
Stevens, 2011). It is likely content providers will deploy a mix of business models where some
content is free and supported by advertising and a small subscription fee will be charged for
premium content. Tiered access models might be the way forward with free basic access or
lower subscription for users willing to be exposed to advertising, and up-selling to higher tiers
that provide access to more content or exclusive offerings (Klepp, 2010). Consumers are
generally receptive to advertising as a trade-off against monthly fees. Advertising revenues can
subsidize the cost of the subscription. Content providers need to find ways to keep the cost to
the consumer down through integration with advertising and sponsorship. Targeted advertising
and discounted premium video services could increase adoption of mobile content, while
improving the reach of advertisers (James, 2010; Fautier, 2010).
Innovative business models must be developed and refined. But achieving the right business
model will largely be a matter of trial and error. Nevertheless, in order to build a large audience,
ad-funded mobile entertainment is likely to have the strongest impact on the industry combined
with premium content subscriptions and revenue-share deals (Chang, 2009; Armbruster, 2009).
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5. CONCLUSION AND RECOMMENDATIONS

In this paper, we reviewed related literature and conducted research across a wide array of
secondary sources to identify the factors that may affect the commercial success of mobile video
services and suggest appropriate strategies to leverage the value of mobile video.
A context of the mobile video industry and current market trends have been outlined, which also
explored strategic challenges industry players have to face. The paper then provided an analysis
of key elements to be considered for a successful mobile video strategy including the content
mix, quantity and quality, distribution, devices, discovery, and analytics. Finally, emerging
business models and potential revenue streams to monetize video via mobile-connected devices
were discussed.
Based on the findings, it can be said that mobile is evolving into the "third screen" for consumers
to access news and entertainment, and this is radically disrupting the traditional value chain for
audio-visual content. As people increasingly consume video on connected portable devices over
the next few years and move toward a mobile experience in and outside the home, content and
service providers will have to embrace this medium to generate new revenue streams and to
reach a new generation of digital consumers.
Mobile video has been predicted to be a major growth sector. The industry is in the process of
building a sustainable value chain, as the market is anticipated to build critical mass in the next
couple of years. Now is the time for content providers to prepare for this influx of mobile video
and prepare their operations and services.
Key factors driving adoption that have been indentified in this paper include the accelerated
adoption of smartphones and tablet devices, the progressive deployment and extension of 3G
and 4G/LTE networks, which directly improve the user experience and drive down costs, the
emergence of different viewing models including ad-supported and subscription services and the
availability of higher quantity and quality of content.
Nevertheless, a number of challenges still need to be addressed by all stakeholders to support
growth trends and to be able to effectively exploit the commercial value of video on mobile
devices. Mobile video is still searching for a mass audience and the ability to build meaningful
revenue in a complex and fragmented landscape. High costs to the supplier and limited flexibility
in pricing decisions, leading to low profit margins, have constituted major barriers to industry
development in the past. Profitable growth for mobile video providers will depend on driving
down costs and finding the right mix of business models that can generate high demand levels
by reducing entry barrier for new users. Furthermore, innovative, original and unique content
strategies will be the key to driving demand and reducing price sensitivity of potential users. On
top of this consumers need to be educated and informed about new mobile video services, and
the public discoverability must be improved.
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Based on the research findings, the following recommendations can be given as guidelines for
content providers to design mobile video strategies:
The content mix should be based on a clear understanding of the markets needs and wants.
Therefore appropriate market research and market segmentation are fundamental to
success.
A variety of highly targeted channels to discrete market segments mixing on-demand and live
streaming premium content offerings with UGC should be designed.
The perceived value offered can be increased by providing innovative, original and unique
content accessible exclusively via the mobile.
The customer experience can be greatly enhanced and long-term subscriber growth and
loyalty achieved by providing interactive, social and gaming aspects integrated with the
content.
The acquisition of a large content library and a predictable pattern of content ingestion are
critical to generate traffic and grow an audience.
Providing a smooth delivery of content to the customer must be guaranteed every time on any
device and from any location.
A partnership with a Content Distribution Network that offers cross-platform and cross-device
compatibility including mobile websites and mobile applications is advisable to reduce costs,
ensure critical scalability and quality and maximize audience reach.
Mobile video should be promoted across marketing channels integrating online and offline
media.
Consumers need to be more informed and educated in terms of what services are available,
where and for what price. Creating awareness, differentiating the service and stimulating trial
are essential to success.
Essential tools to increase discoverability for video on mobile devices include on-site search,
search engine optimization for mobile search engines and social media sharing.
Evaluation and measurement activities are essential offering insights on how to optimize the
mobile video performance to create a more customer-oriented experience.
A video platform that can deploy a mix of business models blending advertising-, transaction-,
subscription and m-commerce based revenue streams is advisable.
Innovative forms of mobile advertising and advanced integrated m-commerce can provide
added revenue.
Content providers need to find ways to keep the cost to the consumer low through integration
with advertising and sponsorship that can subsidize the cost of a subscription/premium
access.
Content-driven partnerships through licensing and revenue-sharing deals, providing access to
an existing directly accessible target market and billing mechanisms, may be the key to
success.
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In conclusion, it is recommended to conduct primary research to confirm the findings of this

paper. Furthermore, since the development of the mobile video market is dynamic and fast
changing, this study could be extended in the future as the mobile video market keeps growing
and incremental experience is gained by all industry players, including how and to what extent
business practices are evolving.
At this point there is still only limited available research and industry experience on proven
content and delivery strategies that attract and retain an audience and on how to monetise the
growing consumption of mobile video profitably. Researching how existing start ups exploit
mobile video opportunities and how they manage their content offerings might help to determine
what combination of business models generates profitable or less profitable margins and what
content strategies actually stimulate demand.
Other areas that lack research are knowledge about consumer attitudes towards paying for
content on the mobile device in order to determine successful pricing strategies, as well as a
clear understanding of the preferred type and lengths of content people want to watch on their
small mobile screen and when and where they consume mobile media.
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6. ACKNOWLEDGEMENTS
Firstly, the author would like to thank Informa Telcoms & Media for organising the Mobile Video
Industry Summit 2011. Secondly, he would also like to give thanks to Brightcove, Brand
Republic, RealSEO and OnetoOne, as well as KIT Inc., QuickPlay Media and Thwapr Inc. for
providing free access to rich resources including seminars, webinars, and whitepapers.
Furthermore the resources provided by the Open Mobile Video Coalition and JT Klepp have had
a strong influence on the writing of this paper. Finally, the author would like to acknowledge the
project supervisor Daniela Bartosova, the module convenor Karl Russel, as well as the library
support staff at London Metropolitan University for their continuous academic support and advice
through the process of writing this paper.
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7. REFERENCES
BOOKS:
Anderson, Ch. (2006), Mobile media and applications - from concept to cash, John
Wiley & Sons: London, UK
Feldmann, V. (2005), Leveraging mobile media: cross-media strategy and innovation

policy for mobile media communication, Physica Verlag: Heidelberg, Germany
JOURNALS, TRADE PRESS & NEWSPAPERS:
ABI Research (2010), Mobile video services revenue to exceed $2bn in 2013", Total
Telcom (Online) Available at: http://www.totaltele.com/view.aspx?ID=457128 [Accessed 23
October 2011]
Ankeny , J. (2011), Apple prepping movie cloud service", LA Times (Online) Available at:
http://latimesblogs.latimes.com/entertainmentnewsbuzz/2011/10/apple-prepping-movie-cloudservice-devices-may-work-with-ultraviolet.html [Accessed 22 October 2011]
Ankeny, J. (2011), Study: Two-thirds of iPhone users consume mobile video, Fierce
Mobile Content (Online) Available at: http://www.fiercemobilecontent.com/story/study-twothirds-iphone-users-consume-mobile-video/2011-06-29 [Accessed 22 October 2011]
Ankeny, J. (2010), Mobile Video to Double Reach by 2013", eMarkter (Online) Available at:
http://www.emarketer.com/Article.aspx?R=1007845 [Accessed 23 October 2011]
Armbruster, A. (2009), "Mobile TV Is Next Arena for Advertising.", Television Week; 3/2/2009,
Vol. 28 Issue 6, p22-22
Bruno, A. (2005), "Video Gets The Call As Next Big Mobile Thing.", Billboard; 4/2/2005,
Vol. 117 Issue 14, p35
Chang, R. (2009), Mobile Video Gets Ready for the Masses", Advertising Age Digital
(Online) Available at: http://adage.com/article/digital/mobile-marketing-mobile-video-readymasses/138990/ [Accessed 22 October 2011]
Duryee, T. (2010), Study predicts massive growth in mobile video", The Guardian
(Online) Available at: http://www.guardian.co.uk/media/pda/2010/mar/31/mobilevideo?INTCMP=SRCH [Accessed 22 October 2011]
Fautier, T. (2010), Mobile TV is dead; long live mobile video", Broadcast Engeneering
(Online) Available at: http://broadcastengineering.com/RF/mobile-tv-dead-0510/index1.html
[Accessed 22 October 2011]
Fuller, R. (2011), How Can Mobile Operators Win with Mobile Video?", Wireless Week
(Online) Available at: http://www.wirelessweek.com/Articles/2011/06/Technology-MobileOperators-Video-Mobile-Data-Traffic-Usage-Mobile-Video/ [Accessed 22 October 2011]
Goldstein, P. (2010), Mobile video traffic: Alleviating the capacity crunch,

FierceBroadbandWireless (Online) Available at: http://www.fiercewireless.com/specialreports/mobile-video-traffic-alleviating-capacity-crunch [Accessed 22 October 2011]
- 30 -
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Graser, M. (2011), Mobile video usage overestimated, report says 10% of users make
up majority of traffic", Variety (Online) Available at:
http://www.variety.com/article/VR1118030555 [Accessed 23 October 2011]
Hoover, Ch. (2011), Mobile Video and 4G: As Harmonious As PB&J?", Communications
Technology (Online) Available at: http://www.cable360.net/ct/sections/features/Mobile-Videoand-4G-As-Harmonious-As-PB-and-J_46631.html [Accessed 22 October 2011]
HYLAND, M. (2011), Mobile video", Broadcast Engeneering (Online) Available at:

http://broadcastengineering.com/RF/mobile-video-0511/ [Accessed 22 October 2011]
James, S. (2010), MobiTV exec talks technology, mobile ads, TV Everywhere", SNL
Kagan Media & Communications Report (Online) Available at: http://0www.lexisnexis.com.emu.londonmet.ac.uk/uk/nexis/results/docview/docview.do?docLinkInd=tr
ue&risb=21_T13061734000&format=GNBFI&sort=RELEVANCE&startDocNo=651&resultsUrl
Key=29_T13061734004&cisb=22_T13061734003&treeMax=true&treeWidth=0&csi=360279&
docNo=656 [Accessed 22 October 2011]
Kiss, J. (2008), Motorola opens up mobile video market with feature films", The
Guardian (Online) Available at:
http://www.guardian.co.uk/media/2008/jun/09/digitalmedia?INTCMP=SRCH [Accessed 22
October 2011]
Lafayette, J. (2008), "Mobile Offers Opportunities.", Television Week; 11/10/2008, Vol. 27

Issue 29, p4-20
O'Dell, J. (2010), The State of Mobile Video: Porn, Flash and Stalling", Mashable (Online)
Available at: http://mashable.com/2010/07/29/mobile-video-study/ [Accessed 22 October
2011]
O'Dell, J. (2011), Mobile Video Reaches Few Users, Puts Huge Strain on Networks
[STATS]", Mashable (Online) Available at: http://mashable.com/2011/03/22/mobile-videostats [Accessed 23 October 2011]
Ostrow, A. (2009), Mobile Video is at a Tipping Point", Mashable (Online) Available at:
http://mashable.com/2009/06/25/mobile-video-growth/ [Accessed 22 October 2011]
Pearson, S. (2011), Why mobile is not a medium", Mobile Marketer (Online) Available at:
http://www.mobilemarketer.com/cms/opinion/columns/11292.html [Accessed 22 October 2011]
Parr, B. (2009), What is Mobile Videos Future?", Mashable (Online) Available at:
http://mashable.com/2009/03/08/mobile-video/ [Accessed 24 October 2011]
Potter, D (2008), "On the Go.", American Journalism Review; Aug/Sep2008, Vol. 30 Issue 4,
p58
Quittschreiber, J. (2011), "What's Next for Mobile?", Campaigns & Elections; Jul/Aug2011,
Vol. 32 Issue 305, p48
Reedy, S. (2008), "MOBILE VIDEO'S FINAL FRONTIER.", Telephony; Nov2008, p24-26, 3p
SCHATSKY, D. (2006), "Content, Pricing Limit Mobile Video Adoption.", Electronic News;
4/3/2006, Vol. 52 Issue 14, p22
- 31 -

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Schiffman, B. (2008), Web/Mobile Video Will Overtake TV By 2013: Research Group",

Wired Magazine (Online) Available at: http://www.wired.com/epicenter/2008/07/web-video-will
Schlsser, M. (2011), The business behind mobile video", Total Telcom (Online) Available
at: http://www.totaltele.com/view.aspx?ID=461347 [Accessed 22 October 2011]
Segan, S. (2010), "The Mobile Video Dilemma.", PC Magazine; Oct2010, Vol. 29 Issue 10,
p1
Shein, E. (2010), Mobile Video On Steep Growth Curve", Information Week (Online)
Available at: http://www.informationweek.com/news/hardware/handheld/225900157 [Accessed
22 October 2011
Shields, M. (2010), Mobile video revenue expected to triple", Hollywood Reporter (Online)
Available at: http://www.hollywoodreporter.com/news/mobile-video-revenue-expected-triple26234 [Accessed 24 October 2011]
Shields, M. (2010), Mobile Video Ads Set to Soar", Adweek (Online) Available at:
http://www.adweek.com/news/technology/mobile-video-ads-set-soar-102969 [Accessed 22
October 2011]
Sloan, D. (2009), Social Media 101: Mobile Video", Mashable (Online) Available at:
http://mashable.com/2009/01/14/about-mobile-video/ [Accessed 22 October 2011]
Snider, M (2008), "Hold the phone to watch TV", USA Today; 04/22/2008
Streaming Media Magazine (2009), SOLUTIONS AND STRATEGIES FOR CREATING,

MANAGING, PUBLISHING, AND DISTRIBUTING VIDEO", Whitepaper Collection (Online)
Available at:
http://www.streamingmedia.com/Readers/Subscriber.aspx?Redirect=http://www.streamingme
dia.com/PDF/SMWhitepaper.aspx?IssueID=1943 [Accessed 29 December 2011]
Subramanian, K. (2008), Monetizing Mobile Applications: Turning Mobile Audiences

into Revenue", Mashable (Online) Available at: http://mashable.com/2008/10/22/monetizingmobile-apps/ [Accessed 22 October 2011]
Tuzman, K. (2009), HOW TO: Monetize Your Site With Video", Mashable (Online)
Available at: http://mashable.com/2009/02/11/how-to-monetize-your-site-with-video/
Wagstaff, K. (2011), DVR, Mobile Video Usage Up More than 30% over Last Year", Time
Magazine (Online) Available at: http://techland.time.com/2011/10/21/dvr-mobile-video-usageup-more-than-30-over-last-year [Accessed 22 October 2011]
Warren, Ch. (2011), 5 Reasons Youre Consuming More Mobile Content", Mashable
(Online) Available at: http://mashable.com/2011/04/28/mobile-content/ [Accessed 22 October
2011]
Wildstrom, S (2008), "More Streaming, Less Screaming.", BusinessWeek; 5/12/2008, Issue

4083, p073-074
- 32 -
Module LT3P18N

Wray, R. (2009), Virgin Media to launch mobile video service", The Guardian (Online)
Available at: http://www.guardian.co.uk/business/2009/aug/06/virgin-media-looks-at-mobilevideo-on-demand?INTCMP=SRCH [Accessed 24 October 2011]
MARKET RESEARCH REPORTS
Cisco (2011), Cisco Visual Networking Index: Global Mobile Data Traffic Forecast
Update, 20102015", Whitepaper (Online) Available at:
http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper
_c11-520862.html [Accessed 22 October 2011]
Mintel (2011a), Mobile Phone Apps - UK - June 2011" (Online) Available at: http://0academic.mintel.com.emu.londonmet.ac.uk/sinatra/oxygen_academic/search_results/show&&
type=RCItem&sort=relevant&access=accessible&archive=hide&source=non_snapshot&list=
search_results/display/id=545169/display/id=583078?select_section=583079 [Accessed 26
October 2011]
Mintel (2011b), Media Content On the Go - UK - September 2011" (Online) Available at:
http://0academic.mintel.com.emu.londonmet.ac.uk/sinatra/oxygen_academic/search_results/show&&
type=RCItem&sort=relevant&access=accessible&archive=hide&source=non_snapshot&list=s
earch_results/display/id=588709/display/id=595052 [Accessed 26 October 2011]
Mintel (2011c), Music and Video Purchasing - UK - August 2011" (Online) Available at:
Mintel (2010), Paid-For vs Free - Consumer Attitudes to Pricing in Media and Music UK - April 2010" (Online) Available at: http://0academic.mintel.com.emu.londonmet.ac.uk/sinatra/oxygen_academic/search_results/show&/d
isplay/id=480755/display/id=523880 [Accessed 26 October 2011]
Mintel (2009b), Mobile TV and Video Content - UK - April 2009" (Online) Available at:
type=RCItem&sort=relevant&access=accessible&archive=hide&source=non_snapshot&list=
search_results/display/id=393921 [Accessed 26 October 2011]
Ofcom (2011), The Communications Market 2011 (August)" (Online) Available at:
http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-marketreports/cmr11/ [Accessed 24 October 2011]
Visiongain (2011), MOBILE VIDEO & TV ON SMARTPHONES: MARKET DRIVERS AND

CHALLENGES REPORT 2011-2016" (Online) Available at:
http://www.visiongain.com/Report/698/Mobile-Video-TV-on-Smartphones-Market-Drivers-andChallenges-Report-2011-2016 [Accessed 22 October 2011]
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OTHER ONLINE SOURCES:
Belic, B. (2011), In-Stat: Mobile video consumption to surpass 693 billion minutes by
2015", IntoMobile (Online) Available at: http://www.intomobile.com/2011/07/21/instat-mobilevideo-consumption-surpass-693-billion-minutes-2015/ [Accessed 22 October 2011]
Bernstrom, A. (2011), 4 ways 4G will impact the way you communicate", MobileBeat
(Online) Available at: http://venturebeat.com/2011/06/27/4-ways-4g-will-impact-the-way-youcommunicate/ [Accessed 22 October 2011]
Brightcove (2011), VIDEO STRATEGY FRAMEWORK", Whitepaper (Online) Available at:

http://files.brightcove.com/brightcove-whitepaper-vsf.pdf [Accessed 19 December 2011]
Fraim, D. (2010), QuickPlay Media Consumption Analysis Shows Increasing Consumer

Engagement with Premium Mobile Video Services in Q4 2009, QuickPlay Media (Online)
Available at: http://www.quickplay.com/2010/02/quickplay-media-consumption-analysisshows-increasing-consumer-engagement-with-premium-mobile-video-services-in-q4-2009/
Hendrick, D. (2010), Can Fox make mobile video work?, SNL Kagan Media &
Communications Report (Online) Available at: http://0www.lexisnexis.com.emu.londonmet.ac.uk/uk/nexis/results/docview/docview.do?docLinkInd=tr
docNo=531 [Accessed on 23.10.11]
Holland, N (2006), Rescuing 3G with Mobile TV: Value Chain, Business Models and
Monteizing 3G", Pyramid Research (Online) Available at:
http://www.pyramidresearch.com/store/rp_mobiletv.htm [Accessed 19 December 2011]
Klepp, JT. (2010), Video on mobile still an analyst favorite" (Online) Available at:
http://www.jtklepp.com/2010/10/14/video-on-mobile-still-an-analyst-favorite/ [Accessed 19
December 2011]
Klepp, JT. (2008), 3G and Mobile TV: A Smash Hit?" (Online) Available at:
http://www.jtklepp.com/2008/08/28/3g-and-mobile-tv-a-smash-hit/ [Accessed 19 December
2011]
Klepp, JT. (2008), Mobile TV or Mobile Video?" (Online) Available at:

http://www.jtklepp.com/2008/07/06/mobile-tv-or-mobile-video/ [Accessed 19 December 2011]
Klepp, JT. (2008), Mobile Content Revenue Models Still an Issue" (Online) Available at:
http://www.jtklepp.com/2008/10/17/mobile-content-revenue-models-still-an-issue/ [Accessed
19 December 2011]
Perez, S. (2010), More Adults than Teens Consume Mobile Video", ReadWriteWeb
(Online) Available at:
http://www.readwriteweb.com/archives/more_adults_than_teens_consume_mobile_video.php
Peterson, A. (2011), US Survey Finds Significant Interest in Social Media Integration

with Mobile Video Services", Quickplay Media (Online) Available at:
- 34 -
Module LT3P18N

http://www.quickplay.com/2011/03/us-survey-finds-significant-interest-in-social-mediaintegration-with-mobile-video-services/ [Accessed 22 October 2011]
Roettgers, J. (2011), Is it time for a mobile TV comeback?, Giaom (Online) Available at:
http://gigaom.com/video/mobile-tv-comeback/ [Accessed 22 October 2011]
Saxena, V. and Stevens, G. (2011), Joining the Over-The-Top Revolution", HewlettPackard Development Company (Online) Available at:
http://www.hpintelco.net/pdf/solutions/WP_Joining_the_Over_The_Top_revolution.pdf
[Accessed 29 December 2011]
Smith, C. (2011), Nielsen Study Of Teen's Media Use: All About Mobile", Hypebot (Online)
Available at: http://www.hypebot.com/hypebot/2011/06/nielsen-on-teens-media-use-theyremobile.html?utm_source=feedblitz&utm_medium=FeedBlitzEmail&utm_campaign=0&utm_cont
ent=395530 [Accessed 22 October 2011]
Takahasi, D. (2011), Klip launches an easy way to watch videos on smartphones",

MobileBeat (Online) Available at: http://venturebeat.com/2011/09/20/klip-launches-an-easyway-to-watch-videso-on-smartphones/ [Accessed 26 October 2011]
Thwapr Inc. (2011), Thwapr Offers White Label Program to Help Brands Monetize
Mobile Video", MarketWire (Online) Available at: http://www.marketwire.com/pressrelease/thwapr-offers-white-label-program-to-help-brands-monetize-mobile-video1418981.htm [Accessed 24 October 2011]
Wearmouth, K. (2011), Speaker Interview with Kelly Wearmouth", The Mobile Video Industry
Summit 2011 (Online) Available at: http://mobile-videosummit.com/conference/interview-withkelly-wearmouth/ [Accessed 22 October 2011]
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Module LT3P18N


8. BIBLIOGRAPHY
BOOKS:
Eylert, B. (2005), "The mobile multimedia business: requirements and solutions", John
Wiley & Sons: London, UK
Paavilainen, J. (2002), Mobile business strategies : understanding the technologies and

opportunities, Wireless Press: London, UK
Sadeh, N. (2002), M-commerce : technologies, services, and business models, Wiley

Computer: New York, USA
Steinbock, D. (2005), The mobile revolution : the making of mobile services worldwide,
Kogan Page: London, UK
THESIS/DISSERTATIONS:
Van Schalkwyk, L. (2007), The relationship between content providers and users in
mobile television", Master Thesis (Online) Available at:
http://dspace.nwu.ac.za/bitstream/10394/1267/1/vanschalkwyk_liesldana.pdf [Accessed 26
October 2011]
JOURNALS, TRADE PRESS & NEWSPAPERS:
Antonoff, M (2007), "Motion Pictures.", Scientific American; May2007, Vol. 296 Issue 5, p2425
Associated Press (2010), Study: Asians rely on mobile video", Hollywood Reporter
(Online) Available at: http://www.hollywoodreporter.com/news/study-asians-rely-mobile-video26366 [Accessed 22 October 2011]
Clark, D (2011), Startup Veteran Takes On Mobile Video with Klip", Wall Street Journal
(Online) Available at: http://blogs.wsj.com/digits/2011/09/20/startup-veteran-takes-on-mobilevideo-with-klip/?KEYWORDS=%22mobile+video%22 [Accessed 23 October 2011]
Farey-Jones, D. (2009), Mobile video and TV revenues to double in four years, Brand
Republic (Online) Available at: http://www.brandrepublic.com/news/974553/Mobile-video-TVrevenues-double-four-years [Accessed 23 October 2011]
Gahran, A. (2010), Mobile video getting popular, but TV still rules", CNN (Online)
Available at: http://articles.cnn.com/2010-12-14/tech/mobile.video.tv.gahran_1_mobile-videomobile-devices-mobile-games?_s=PM:TECH [Accessed 22 October 2011]
KIM, R (2011), Skyfire Puts Mobile Video on a Bandwidth Diet for Carriers", New York
Times (Online) Available at: http://www.nytimes.com/external/gigaom/2011/10/11/11gigaomskyfire-puts-mobile-video-on-a-bandwidth-diet-for30978.html?scp=1&sq=%22mobile%20video%22&st=cse [Accessed 22 October 2011]
- 36 -
Module LT3P18N

O'Hara, K., Mitchell, A.S., Vorbau, A. (2007), "Consuming video on mobile devices",
Proceedings of the ACM SIGCHI Conference on Human Factors in Computing Systems, New
York, NY, USA, pp.857-66.
Rong Chen, Zang Li, Chao-Hsien Chu, (2011) "Toward service innovation: An
investigation of the business potential of mobile video services in China", Journal of
Technology Management in China, Vol. 6 Iss: 3, pp.216 - 231
Rothman, W. (2005), "TV to Go.", Money; Nov2005, Vol. 34 Issue 11, p190-192
Schelle , A. (2011), Turning Mobile Dreams Into Reality", Broadcasting & Cable (Online)
Available at: http://sip-trunking.tmcnet.com/news/2011/07/16/5640518.htm [Accessed 22
October 2011]
Shields, R. (2010), European mobile video viewing up 66%", New Media Age (Online)
Available at: http://www.nma.co.uk/news/european-mobile-video-viewing-up66/3018791.article [Accessed 22 October 2011]
Siglin, T. (2008), BBC: Current Mobile Video Business Models Not Sustainable",
Streaming Media (Online) Available at:
http://www.streamingmedia.com/Articles/Editorial/Featured-Articles/BBC-Current-MobileVideo-Business-Models-Not-Sustainable-65062.aspx [Accessed 26 October 2011]
Xin Xu, B., Wai-Kit Ma, W. and See-To, E. (2006), Will mobile video become the killer
application for 3G? - An empirical model for media convergence" (Online) Available at:
http://eprints.lancs.ac.uk/48863/1/Document.pdf [Accessed 26 October 2011]
MARKET RESEARCH REPORTS
Mintel (2009a), IPhone Generation - UK - November 2009" (Online) Available at: http://0academic.mintel.com.emu.londonmet.ac.uk/sinatra/oxygen_academic/search_results/show&&
Ofcom (2010), The Communications Market Report: International" (Online) Available at:
http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-marketreports/cmr10/international/ [Accessed 24 October 2011]
Smith, A. (2011), 35% of American adults own a smartphone", Pew Research Center
(Online) Available at: http://infopeople.org/sites/all/files/webinar/2011/10-122011/Pew_Internet_Smart_Phone_Adoption_and_Usage.pdf [Accessed 22 October 2011]
Other Online Sources:
Cook, G. (2011), The Rise Of The Smartphone", Tamar (Online) Available at:
http://blog.tamar.com/2011/10/the-rise-of-the-smartphone/ [Accessed 22 October 2011]
Hayward, M. (2010), Leveraging Mobile Video's Marketing Promise", Sales and Marketing
Management (Online) Available at: http://www.salesandmarketing.com/article/leveragingmobile-videos-marketing-promise [Accessed 22 October 2011]
- 37 -
Module LT3P18N

KIT DIGITAL INC. (2010), Survey Reveals Over 75% Of U.S. Businesses Are Actively
Pursuing An IPad Video Strategy (Online) Available at: http://0www.lexisnexis.com.emu.londonmet.ac.uk/uk/nexis/results/docview/docview.do?docLinkInd=tr
docNo=503 [Accessed on 23.10.11]
Klepp, JT. (2011), TV meet my mobile. Mobile meet my TV (or How to make watching
Tour de France fun)" (Online) Available at: http://www.jtklepp.com/2011/07/09/tv-meet-mymobile-mobile-meet-my-tv-or-how-to-make-watching-tour-de-france-fun/ [Accessed 19
December 2011]
Klepp, JT. (2009), Behind the numbers: Will mobile data really explode?" (Online)
Available at: http://www.jtklepp.com/2009/10/06/behind-the-numbers-will-mobile-data-reallyexplode/ [Accessed 19 December 2011]
Klepp, JT. (2009), Google and Android have a chance, but getting it right is hard"
(Online) Available at: http://www.jtklepp.com/2009/07/09/google-and-android-have-a-chancebut-getting-it-right-is-hard/?utm_source=BlogGlue_network&utm_medium=BlogGlue_Plugin
[Accessed 19 December 2011]
Jarich , P. (2011), Jarich: 4G marketing, LTE roaming and incenting developers - just
another day (or so) in the mobile ecosystem", Fierce Wireless (Online) Available at:
http://www.fiercewireless.com/story/jarich-4g-marketing-lte-roaming-and-incenting-developersjust-another-day-o/2011-10-04 [Accessed 22 October 2011]
Lasar, M. (2011), World mobile data traffic to explode by factor of 26 by 2015", Ars
Technica (Online) Available at: http://arstechnica.com/tech-policy/news/2011/03/worldmobile-data-traffic-to-explode-by-factor-of-26-by-2015.ars [Accessed 24 October 2011]
Limelight Networks (2011), How to Master the Art of Content Marketing" (Online)
Available at: http://www.slideshare.net/NunoCoelho2/how-to-master-the-art-of-contentmarketing-10460324 [Accessed 19 December 2011]
Lunden, I. (2011), Mobile Video In Focus For Users And Investors: Animoto Picks Up
$25 Million ", Moco News (Online) Available at: http://moconews.net/article/419-mobile-videoin-focus-for-users-and-investors-animoto-picks-up-25-milli/ [Accessed 24 October 2011]
Ofcom (2011), Facts & Figures", Broadcast Engeneering (Online) Available at:
http://media.ofcom.org.uk/facts/ [Accessed 22 October 2011]
O'Halloran, J. (2010), YouTube and not pay-TV to benefit from 4G rollout, Inside
Satellite TV (Online) Available at: http://www.sat-television.com/showthread.php/153008YouTube-and-not-pay-TV-to-benefit-from-4Grollout?s=d33a07e80596bc3ecdca3602ec678612 [Accessed 22 October 2011]
OMVC (2009), BBC: Current Mobile Video Business Models Not Sustainable", Open
Mobile Video Coalition (Online) Available at:
http://www.openmobilevideo.com/_assets/docs/reports/MobileDTVLiteratureReviewExternal.pdf [Accessed 26 October 2011]
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O'Sullivan, C. (2010), Digital rights will be mobile TVs biggest challenge", GoMo News
(Online) Available at: http://www.gomonews.com/digital-rights-will-be-mobile-tvs-biggestchallenge/ [Accessed 22 October 2011]
Ovum (2008), The Business case to assuring the customers mobile experience", White
Paper (Online) Available at: http://www.gomez.com/wp-content/downloads/Ovum-businesscase-assuring-mobile-experience-010311.pdf [Accessed 22 October 2011]
Perez, S. (2010), Open Mobile Summit: The Future of Mobile Video, ReadWriteMobile
(Online) Available at: http://www.readwriteweb.com/mobile/2010/11/open-mobile-summit-thefuture-of-mobile-video.php [Accessed on 23.10.11]
Rappa, M. (2010), "Business Models on the Web, Digital Enterprise [online] Available at:
http://digitalenterprise.org/models/models.html [Accessed 12 May 2011]
Robertson, M and Pierce (2011), Social Video Marketing - Strategies for Great Social
Video", RealSEO Webinar (Online) Available at: http://www.slideshare.net/ReelSEO/socialvideo-marketing-strategies-for-great-social-video [Accessed 19 December 2011]
Stableford, D. (2011), Mobile video getting popular, but TV still rules", The Wrap (Online)
Available at: http://www.thewrap.com/media/column-post/mobile-video-users-usageexploding-us-25986 [Accessed 24 October 2011]
Thomson Reuters (2011), 29 million in Vietnam to enjoy high-quality video on their

mobiles (Online) Available at: http://www.reuters.com/article/2011/08/04/idUS112598+04Aug-2011+HUG20110804 [Accessed 22 October 2011]
DVD & Online Video Sources:
GoogleMobileAds (2011) "The Mobile Movement: Understanding Smartphone

Consumers", Youtube Video [online] Available at: http://youtu.be/CjUcq_E4I-s [Accessed 24
October 2011]
Leonhard, G. (2008) "Futurist Gerd Leonhard Talk: Open is King: The Future of Media",
Google Video/Experience Economy Event in Amsterdam [online] Available at:
http://video.google.com/videoplay?docid=-8394408463540033421# [Accessed 17 February
2011]
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9. APPENDICES
9.1
CISCO MOBILE DATA TRAFFIC FORECASTS BY 2015
40
9.2
US MOBILE VIDEO REVENUES BY SEGMENT (2008 2014)
41
9.1 CISCO MOBILE DATA TRAFFIC FORECASTS BY 2015
(Cisco Forecasts 6.3 million Terabytes per Month of Mobile Data Traffic by 2015)
Source: Cisco, 2011
(Mobile Video will generate 66% of Mobile Data Traffic by 2015)

Source: Cisco, 2011
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Module LT3P18N
9.2 US MOBILE VIDEO REVENUES BY SEGMENT (2008 2014)
Source: Ankeny/eMarketer, 2010
- 41 -

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London Metropolitan University

(London Metropolitan Business School)

Week 12 11 January 2012

Management Research Project

Individual Assignment - 09000016

Supervisor: Daniela Bartosova

Management Research Project

Individual Assignment - 09000016

Supervisor: Daniela Bartosova

Context of the Mobile Video Market

Defining the mobile video industry

Market Conditions, Forecasts and Predictions

Key Strategic Challenges

Discussion of Research Findings

Development of a Strategic Framework

Content Mix, Quantity and Quality

Distribution and Devices

Discovery and Marketing

Analytics and Market Insights

Business Models & Revenue Sources

Conclusion and Recommendations

Management Research Project

Individual Assignment - 09000016

Supervisor: Daniela Bartosova

Management Research Project

Individual Assignment - 09000016

Supervisor: Daniela Bartosova

Conduct a literature review to identify the notion of the management issue.

Demonstrate the strategic challenges faced by mobile content providers.

Management Research Project

Individual Assignment - 09000016

Supervisor: Daniela Bartosova

Management Research Project

Individual Assignment - 09000016