MOBILE VIDEO TRENDS IN 2014
MOBILE VIDEO TRENDS IN 2014
Mobile video already constitutes more than 50% of the global data traffic and the stage is set for mobile video to be far more pervasive that it has ever been. There are three key trends in the mobile video space that we see emerging in the coming year.
MOBILE VIDEO WILL DRIVE DATA ADOPTION
Mobile is the first and only screen for Millions in India and the number of mobile Internet users is swelling steadily. Out of India's 198 million Internet users,nearly 176 million people access Internet through mobile and it is clearly the channel of choice for most people. Mobile videos provide an easy ramp for voice consumers to experience data. They might not understand mega bytes or gigabytes, but they understand mobile videos and affordable, easy to understand models such as the Airtel Entertainment Store are making this transition even easier.
India is already the third largest smartphone market in the world and availability of cheaper smart phones will further fuel the demand for video content. The youth are hooked onto their mobile phones. For the younger generation, their mobile phones are their most personal and primary devices and 87% say they share mobile videos regularly. With more than 50% of the country's population below 25 years of age, they will continue to spur mobile video adoption. People will be hooked onto their mobile videos, whether its celebrity gossip, cricket, fashion, Bollywood or regional content.
MORE MODELS LIKE AIRTEL RE 1 ENTERTAINMENT STORE WILL BE INTRODUCED
The Airtel Re.1 model was a groundbreaking effort by a telecom provider to democratize mobile video. The revolutionary approach was an instant hit with consumers who could enjoy their favorite video content without buffering on any internet enabled device within the comforts of their handsets. It introduced consumers to mobile videos in a very simple and absolutely friction-free manner and has been a roaring success. As the consumer interest for mobile videos continues to see exponential rise, we expect that more such innovative concepts will be introduced by telecom operators, not just in India, but beyond. Telkomsel in Indonesia and AIS in Thailand are examples of other carriers pursuing this approach.
INCREASED DEMAND FOR LONG FORM CONTENT
Short clips have dominated the mobile video space so far. However, consumers now want to watch their favorite movies, soap operas and sporting events on their mobile phones. In fact, in one of our recent surveys, Vuclip found that 62 percent of Indian respondents prefer to view movies or TV serials instead of short movie clips on their phones. At 79 percent, this preference for long form content is extremely high among the age group of 18 years and under. In this light, the next wave of mobile video will be in the long form content.
In summary, 2014 is going to be a hot year for mobile video. Stay tuned!