Nigeria-n-mobile: Lagos International Film Festival VoD conference '08-'09


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Video-on-demand and its progress so far in developing countries of Africa, especially Nigeria. Learnings from overseas scenarios...the good and bad news and then more slides on the potentials

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Nigeria-n-mobile: Lagos International Film Festival VoD conference '08-'09

  1. 1. The 2008 Lagos International Film Festival Video-on-Demand Roundtable Dec 4 th 2008 Simon Aderinlola
  2. 2. <ul><li>Video on demand (VOD) or Audio video on demand (AVOD) systems allow users select and watch/select and listen to video or audio content on demand (when you want it). </li></ul><ul><li>VOD systems either stream content through a set-top box , allowing viewing in real time, or download it to a device such as a computer, digital video recorder , personal video recorder or portable media player for viewing at any time. </li></ul><ul><li>VoD service providers/content owners offer both VOD streaming, such as pay-per-view (whereby a user buys or selects a movie or television program and it begins to play on the television set almost instantaneously, or downloading to a DVR rented from the provider, for viewing in the future. </li></ul><ul><li>The same model, with enabling technologies, has moved to mobile </li></ul>What is VoD?
  3. 3. Comparison of Video-on-demand Services
  4. 4. GSM……GPRS…..EDGE/HSDPA/3G….. Fast-Forward Technology is boring Services…exciting!
  5. 5. The mobile device: today <ul><li>Mobile devices have evolved from merely functional tools to becoming our constant companions </li></ul><ul><li>We rely on them to stay in touch, simplify our activities and entertain us </li></ul><ul><li>Your mobile is the closest, most personal, yet most externally reachable tool that carries a limitless bouquet of possibility promises </li></ul>
  6. 6. The mobile user: today <ul><li>Mobile users are constantly on the move, often multi-tasking , and interacting in very social situations </li></ul><ul><li>Arresting their attention and seducing them to stay in touch is a most valued ‘commodity’ </li></ul><ul><li>Short attention span, easily lost if not stimulated. </li></ul><ul><li>Action words: relevance, captivate, excite, entertain </li></ul>
  7. 7. Power shift: UGC & Customer kingship <ul><li>The Internet was the ultimate place to be just under a decade ago </li></ul><ul><li>When mobile started, it also had no choice but ‘mark its register’, to be ‘present on the web’ </li></ul><ul><li>Today, tables turned. the internet is reaching to the mobile. Destination we can see: Convergence </li></ul><ul><li>Nigeria: 15 million Internet users, near 60 million mobile users! </li></ul>UGC: user-generated content
  8. 8. … 4 to 1 in Nigeria!
  9. 9. … is not rocket-science…or is it?
  10. 10. <ul><li>Any Learnings from Europe and Advanced high mobile penetration markets? </li></ul>
  11. 14. <ul><li>Piracy not a Nigerian birthright, but a global problem </li></ul><ul><ul><li>UK VoD market lost close to 100% of the potential VoD: Legal VoD download market in 2007: 0.9 million Euros. Amount lost to illegal downloads/theft: 67 million Euros </li></ul></ul><ul><li>Issues to grow the UK VoD market development </li></ul><ul><ul><li>VoD Rights clearance </li></ul></ul><ul><ul><li>Consumer-friendly economic model for adequate income to industry </li></ul></ul><ul><ul><li>Improved user interface </li></ul></ul><ul><ul><li>Dramatically improved broadband speeds </li></ul></ul><ul><ul><li>Improved content identification </li></ul></ul><ul><li>Source: David Steele; UK film Council </li></ul>UK VoD: piracy and development
  12. 15. <ul><li>And for Africa….Nigeria? </li></ul><ul><li>Bandwidth extremely incapable to support web VoD </li></ul><ul><li>Bollywood a relative success in S.A. </li></ul><ul><li>Nollywood has no choice but to find its feet in the Nigerian mobile VoD space </li></ul>
  13. 16. <ul><li>Operator dedication to milking voice: immersed in the ‘tangible’ </li></ul><ul><li>Who will from scratch be to mobile content what Blyk is to advertising? Calls for tight management: Ads didn’t just auto-run operations, as the sure-fire business models for mobile advertising are yet arguable. So, content won’t. </li></ul><ul><li>Google perceived as ‘non-evil’ givers . They took with minimal disturbance. Well over half of Google’s ad target market doesn’t fully understand or even care about how Google makes money from the free search they are given. Many even call it ‘Goggle’… who cares? </li></ul><ul><li>CUSTOMER ASCENDANCY IS ALREADY HERE: The rise and rise of local content preference: The Ghana example …, modernghana,com,, </li></ul>‘ Crystal ball’ gazing for mobile VoD & content in general…
  14. 17. Being the Giant & Being Nice about it Operator as traffic pipe Operator as ‘peacekeeper’ Operator as gatekeeper Operator should: Manage promises to content providers/owners well Manage perception Be seen as a fair ‘broker’ Be a make-things-happen catalyst
  15. 18. Recall why this became UK’s hottest Ringtone and the song off Zidane’s head-butt incident became the hottest Ringtone in France? It’s the “Me” generation! Unleashing a bit of the ‘crazy’ within limits makes things happen GENERIC ‘put it on the shelf’ just wont fly
  16. 19. <ul><li>From a Nollywood video: </li></ul><ul><li>Downloadable movie clips </li></ul><ul><li>mobisodes </li></ul><ul><li>Ringtones </li></ul><ul><li>Ringback tones </li></ul><ul><li>Wallpapers & Logos </li></ul><ul><li>Text Services/competitions </li></ul>
  17. 20. We are getting there… Let’s do this right. Then let’s meet again, DV to review progress at LIFF 2009