Video on the move
by Anna Tobin
Video can now be viewed just about anywhere, from a screen small enough to sit on your wrist, to a projection encompassing the side of a building. For anyone involved behind the scenes, it hasn’t been an easy journey, but the quality, though not always perfect, is finally getting close to it….
When it comes to mobile tailored content, the group we need to be watching and catering for are young adults, states Inna Zagrebelny, marketing manager at Giraffic. “As mobile video relies on the video-enthusiastic young millennials, we will see more content created for mobile platforms to meet the tastes of this group. They are willing to pay more for the content, as long as it is customised for their particular needs and delivers superb viewing experience. “We may see mobile-friendly versions of original content coming out from streaming providers like Netflix in the future. Investing in strengthening the network infrastructure, improving CDNs and optimising apps and devices for streaming, is one of the key factors for mobile video success. We are also expecting to see further introductions of new types of streaming services, from traditional cable and satellite operators, pure OTT players and newcomers.”
Unlimited data caps
With mobile operators desperate to retain and attract subscribers, having a USP is a major plus. Some are offering zero-rated data on specific packages as a sweetener. “Operators can draw users from traditional pay TV by offering customised bundles and various ‘content-on-the-go’ packages with discounted or zero-rated data caps, like AT&T, DirecTV and Verizon FiOS TV,” says Zagrebelny at Giraffic. “With video projected to account for 80% of mobile traffic in the next few years, entering the OTT space will allow operators to control and manage their network resources more efficiently, by enforcing certain policies during peak hours or limiting the video quality for their zero-rated services. “Having said that, the quality of the zero-rated content gets limited, therefore, the viewing experience is mediocre, that may eventually turn the users away. Operators will have to develop optimisation technologies for better video delivery and network resources management to assure the quality-of-experience the users demand. This could be another differentiation point: providing higher qualities of zero-rated content makes the mobile and streaming service bundles more attractive for users, leading to increased customer loyalty.”
The mainstreaming of VR is going to be highly dependent on mobile platforms claims Zagrebelny at Giraffic “It is the most affordable option since most people are more likely to have a high-end smartphone than a high-end PC or head-mounted display. “Therefore, we will see more VR and 360 degree experiences being introduced, with the emphasis on producing dedicated mobile VR content that will become longer as the users get more comfortable with the medium and the mobile VR interface.”
We recommend you to read the full article at CSI Magazine June 2017 digital edition here (p.20)