The iPhone is 10 years old, and video has emerged a key service for smartphone users. We look at how major mobile operators are leveraging video in their services, and how the landscape is liable to evolve over the next year.
Chapter 1: The iPhone turns 10 (1:00)
Will starts out the podcast reminding us that the iPhone turned 10 years old this week. One of the key features of the device when it was introduced was video support. Though mobile operators initially had trouble dealing with video, they have certainly gotten over their fear of it now.
Chapter 2: How mobile operators use video to win subs (1:44)
T-Mobile had more than 100 online video services participating in its Binge On zero rated video streaming feature. It is helping the operator grow faster than any other.
AT&T’s new DirecTV Now is zero rated on its network. It is also introducing DirecTV Mobile and DirecTV Preview in the coming months. Both will be mobile oriented services.
Verizon has the exclusive right to stream NFL games on its mobile network. Its wireless customers can watch these games for free, and also not have the viewing count against their mobile cap. Verizon also is investing heavily in the mobile streaming app go90.
Chapter 3: Comcast launching wireless service (8:20)
Comcast says it will launch mobile phone service this year. It will base that service on its extensive WIFI access point network. However, it also has an option to access the Verizon wireless network when WIFI is not available. Will is sure this will be part of new Comcast quad bundle, which will be priced very aggressively. Comcast can leverage the cost advantage of its pre-built WIFI network over mobile data networks. I’m betting the company will zero rate its own video services, and likely all video streaming to compete with T-Mobile.
Chapter 4: Zero-rating and net neutrality (12:00)
Tom Wheeler, the outgoing head of the FCC says he believes that AT&T’s zero rating of DirecTV Now is in violation of the net neutrality rules. However, no one expects the reconstituted FCC under a Trump administration to do anything about it.
Chapter 5: Facebook’s increasing role in mobile video (13:20)
Facebook is urging its users to “go live” in TV ads frequently shown during youth oriented TV content. Matthew Corbin, Global Product Marketing at Facebook, said mobile video huge focus for the company. They are looking to live to improve engagement. Roy Sekoff, formerly of Huffington Post, spoke very elegantly about how effective live video is at doing just that.
Chapter 6: Smartphone is a great video device (15:40)
Smartphones have become a great video platform over the last ten years. The screens are big and bright, there is plenty of storage for downloading video, battery life is much better, and audio with and without headphones is marvelous on many phones.
Chapter 7: Measurement is improving (18:40)
Nielsen, comScore and others are becoming much better at counting ads on mobile devices. Of course, there’s still a way to go before the data gathered provides a complete picture, but better counting should help drive future growth.