by: Gary Hayes
Where are we? Where is mobile content on its evolutionary path? Is it well adjusted late teens or is it still a screaming adolescent? What are the real signs of maturity in the industry?
I am Gary Hayes, Director of the Laboratory of Advanced Media Production in Sydney, part of a government initiative run through the Australian Film TV and Radio School. We work with major "heritage" media producers to prototype next generation cross-media services. We will have prototyped over thirty eight services by October many of which utilise mobile devices. I am originally from a digital broadcast and broadband TV background and when I was senior development producer at BBC New Media for 8 years I started out by putting the first audio, video and vr services onto broadband PC too. This makes me sound old but this was only ten years ago remember. I also worked in the US for a couple of years developing broadband TV services. The only thing mobile was useful to the broadcaster, when we were beginning Interactive TV services six years ago, was to vote, SMS chat or send in text messages - at premium rate of course. Have things changed that much?
The mobile industry today reminds me to a great extent of the early digital TV and broadband PC days back in 1996/7. We weren't sure if putting video (or TV as we used to call it) onto the web was really going to work. We were not sure if communities and social networks would grow with any permanence on the web, which in those days were mostly shopping malls and advertising billboards (web 1.0) - and we weren't sure that people would really use the web to be creative - many thought the web was about email (simple communication) and information. Ring any bells?
On mobile phones, of which the current incarnation has evolved out of the early web so the comparison is slightly flawed, we certainly have lots of walled gardens, chat communities and ubiquitous shopping malls. We have first generation services streaming live video (or TV as we used to call it) and video downloads - and in trials people are using DVB-H for up to 20 minutes a day. We also have games that are catching up to the quality of PS1 consoles of the mid-90s and communities in a sort of trial phase. Then there are the tablets, the iPods, PDAs all part of a convergence as everything becomes connected and we can store all the content you would ever need, at any one moment in time at least.
But mobile devices, particularly connected, location senstive ones have so much more potential, even now. What is holding them back from becoming the epicentre of consumers media universe? Price? Storage? The Experience? Interoperability? Quality of Service? The Business Model itself? ROI or Greed?
In the last five years things have changed considerably on the web - and now web 2.0, as it is called, is flourishing, and millions are actively participating and creating content. Blogs, vlogs, podcasts, shared spaces and mass multiplayer online role playing games are everywhere. People who play online games are not watching TV anymore, in fact they are not doing much else besides these social network based, online games. So why did this happen, what can we learn?
Part of why this happened is that firstly TV, a medium that used to be the media hub, has not evolved quickly enough for the active consumer - who need to share, communicate and participate "in" the medium itself. Sure TV (the form � bite sized chunks of entertaining video) is gradually breaking free of its chains in the corner of the room, slowly becoming connected on the web, but we all know it will have to quickly morph and change its stripes to survive the next decade. Those early broadcast interactive services I had a part in creating or the early TV walled gardens such as Sky's Open� (RIP) were in retrospect, stepping stones towards the great triple play of IPTV � also known as broadband content delivered to the large screen we used to call "a TV". So why did this happen, what can the mobile industry learn?
People move to where media (their own and that which they pay for) is easily shared, published and moved between all their devices and friends and family. They buy content for themselves and not one device. They go to where their voice is heard and where they can be active participants. Any platform that locks the active "panther-like" consumer in a cage, in the medium term, is doomed to failure. Early web portals like AOL and digital TV walled gardens know this. The mobile industry needs to take stock and grow up. Break down the walls, create interoperable marketplaces that will create traffic, activity and flourish. It also needs to treat the consumer as an individual and it has such potential to be the test bed for real personalisation � in fact that is it's USP, its saviour and the true thing that can set it apart in the platform jungle. Getting the right ‘rich media’ content on top of each individuals portal in real time, on the move is key and ARPU will increase exponentially.
Speaking of personalisation, or rather customisation, I forgot to tell you I am a flasher. Not in the pants domain no. Dismayed by the amount of relevant rich content on various 3G portals I tried, I decided to flash my Moto v3x phone a few months ago. Yes I joined the dark side of the force, the modder community and now, move 'my paid' for content freely between PCs, iPod, PDA and phones. I suspect there are many more that would like to do so too. Beware of that crowd, unless you deliver quickly they will be looking elsewhere and WiFi, WiMax and Bluetooth connected (non mobile phone) mobile devices are getting itchy feet in the queue behind you.
Imagine now Ennio Morricones theme tune as we quickly look at the Good, The Bad and the Ugly of the mobile industry, the themes that we will be exploring in today's conference.
The Good � three of them:
1 - mobile phones are still the most effective way to connect, mobile people. So we have two sessions dedicated to how mobile communities can increase traffic and ARPU. In publishing consumer content there has been some innovative phone user generated TV shows such as Syamekke in Japan, Cult TV in France and even a dedicated TV channel Tu Media in Korea showing nothing but viewer content. Using the phone as a tool to vlog and publish onto TV will both educate and inspire the audience and inspire.
2 - Another good seachange is at MyNumo.com for example. They are creating tools to allow consumers to sell content (ringtones, wallpaper and create webpages) to each other � micro viewer economics that really drove traffic for eBay, MySpace and a few virtual shared spaces on the web like Second Life.
3 - Also in the good camp is the phenomenal success of the mobile phone billing system. Some have called it 'implied commerciality' - people accept they have to pay for everything - but that also means people are far less eager to try new things which is also�
The Bad - to me bad is still the simple lack of interoperability and the walled garden. Interoperability between mobile devices, between operators, and across the off-portal piece - but really, between consumers. Sure things are improving but without simple ways to share and move media consumers will find alternate routes as digital content wants to spread. No one operator can fulfil the need of any consumer so providing easier routes to get to off-portal content is critical and providing a higher quality experience on that journey is even more so. We have sessions looking at fulfilling the promise of 3G and on and off portal internet
The Ugly - We can do so much more to get the right content to right consumers. Personalisation, targeting and easier search are critical. Finding content is sometimes ugly at the moment, no in fact it is very ugly. Deep menus, busy interfaces and superficial content once you get there� we have panels today focusing on the consumer experience and how to create stickiness through usuability that will hopefully help us out of this maze.
OK enough from me time for some statistics now and a look at What Consumers Actually Want from the Australian mobile perspective, from Claudio Sagripanti of AIMIA and Venture One.
Welcome and Opening Remarks from the Chair
Mobile Content State of Play � the good, the bad and the ugly
Gary Hayes, Director, Laboratory for Advanced Media Production
Mobile content industry landscape
What consumers want � results from the Australian mobile phone lifestyle index
Claudia Sagripanti, Chairperson, AIMIA MCIDG and Venture One
Engaging customers through mobile entertainment
Ira Rubeinstein, Executive Vice President,
Sony Pictures Digital Entertainment
TV to Go - Effective programming for the mobile
Jim Shomos, Creator and Executive Producer,
Forget The Rules
Panel Discussion. Carrier Panel session � Fulfilling the promise of 3G
Gary Hayes, Moderator
Michael Padden, Head of Mobile Content, Telstra
Mark Mulder, General Manager of Content and portals, Optus
Adrian Crouch, IPX Country Manager, Ericsson
Richard Sherwood, General Manager of Mass Markets, Vodafone Australia
Scott Taylor, General Manager of Content and Services, 3 Australia
CREATING MOBILE COMMUNITIES
Communities � find the way into the truly viral market
Jennifer Wilson, Head of Mobile, HWW
Panel Discussion - Exploring the benefits of mobile communities
Jennifer Wilson, Moderator
Olivia Hilton, Chief Executive Officer, Jumbuck
James Cleary, Founder and Managing Director, Amethon
Paul Gruebar, Product Marketing Manager Premier and Youth, 3 Australia
Gregan McMahon, Regional Director Australia and NZ, Yahoo! Mobile
USER EXPERIENCE � DELIVERING ON THE PROMISE
Creating a compelling � customer focused experience
Gary Hayes, Moderator
Annie Mackin, Head of Mobile Content, 3 Australia
Cyrus Allen, General Manager, Telstra Product Management, Telstra Corporation
Steve Watson, General Manager Group Portals and Entertainment, Legion Interactive
Oliver Weidlich, Managing Director, Ideal Interfaces
Trevor Goldberg, VP Global Partners, Bango
Arun Gupta, CEO, Mauj Telecom
Mobile Media: Mobile as a new opportunity
Peter Egberts, Business Development Director, South Pacific Region, Netsize
Creating mobile content differentiation and brand experience through a consistent user interface
Dr. Yan Zhuang, Director Business Development, QUALCOMM Internet Services
Roundtable one: Mobile Communities
Facilitated by Jennifer Wilson, Head of Mobile, HWW
Roundtable two: User Experience
Facilitated by Oliver Weidlich, Usability Specialist, Ideal Interfaces
Roundtable three: Mobile Media
Facilitated by Peter Egberts, Business Development Director, South Pacific Region, Netsize
Closing remarks from the Chair