Mobile Growth Outpaces TV as Majority Favors Connected Devices
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This document discusses strategies for building and monetizing a mobile video platform. It outlines various approaches to content production, distribution, and monetization. These include producing both curated and user-generated content on different schedules, distributing through manufacturers, websites and retail partners to increase reach, and implementing multiple monetization strategies like advertising, subscriptions and transactions to generate revenue and improve sustainability. The goal is to create a video destination that attracts and engages large audiences on mobile through an integrated approach to planning, developing, operating and analyzing the business.
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Mobile Growth Outpaces TV as Majority Favors Connected Devices
- 2. – – – – – –
- 3. Source: OFCOM 2014 Majority under 45 favours connected devices
- 5. Growth of mobile media makes it as big as TV in US 2 YEAR WINDOW TO POSITIONING
- 8. SERVIÇOS MÓVEIS PESSOAIS - Acessos Móveis por Tecnologia Tecnologia Total Part. (%) CDMA 14,594 0.01 GSM (2G) 138,104,023 50.09 WCDMA (3G) 118,474,236 42.97 LTE (4G) 3,270,375 1.19 Terminais de Dados M2M 9,100,913 3.30 Terminais de Dados Banda Larga 6,742,772 2.45 Total 275,706,913 100 BANDA LARGA FIXA POR FAIXA MÉDIA DE VELOCIDADE VENDIDA Faixa 2014-01 2014-02 2014-03 2014-04 2014-05 2014-06 0Kbps a 512Kbps 1,462,650 1,474,217 1,486,245 1,478,647 1,473,130 1,505,989 512kbps a 2Mbps 9,192,365 9,156,889 9,096,443 8,999,479 8,906,775 8,822,626 2Mbps a 12Mbps 9,094,480 9,221,242 9,365,328 9,482,451 9,641,659 9,701,412 12Mbps a 34Mbps 2,265,127 2,345,625 2,421,023 2,508,093 2,586,409 2,646,628 > 34Mbps 357,613 389,231 426,456 464,926 508,419 548,079 > 128 Million > 21 Million Mobile is >6x bigger
- 9. Dominant Aggregator Retail Boutique Tertiary Closed circuit Individuals Reach 100% of population 0% of population COMPANIES SEEK GREATER REACH FOR THEIR PRODUCTS (AND BRANDS), EVEN CLOSED CIRCUIT DISTRIBUTION WITH CONTENT PARTNERS WE BUILD ON EXISTING DISTRIBUTIONS TO INCREASE REACH
- 10. RECENT DEVELOPMENTS HAVE MADE VIDEO CONTENT PRODUCTION FEASIBLE
- 11. Thematic Magazine Archive Live Hour/Day Inexpensive Constant updates Eventful Dynamic Day/Week Better production Weekly updates Semi-dynamic Month/Quarter Themes Calendar Production value Niched No time frame Collections Films Edited material Licensing Senseofurgency/Perceivedtimevalue Production value / cost Advance to these with time with curated content and live events More suitable for engagement Web Video offerings e.g.: Netflix, YouTube are focused on these VIDEO PRODUCTION OR VIDEO FEEDS ARE NOW EASIER, MORE AFFORDABLE AND OF GREATER QUALITY THAN BEFORE PROGRAMMATIC CONTENT / USER GENERATED
- 12. aggregator & distributor content providers product licensingNational sponsors, advertisers Local sponsors, advertisers consumers & subscribers $$$ $$ $$ $$ $ ACCESS AND COST OF ACQUISITION $ A BALANCED MONETIZATION AND GO-TO-MARKET STRATEGY ARE AT THE HEART OF BUILDING AN IPTV DESTINATION
- 14. Create Distribute Monetize Old School Digital Majors Digital Indies
- 16. Presence Impact Reach Contact Use Audience Audience NORMAL RANGE SUBS: 1.8% to 10.5% NORMAL RANGE FREE: 3.7% to 22.1% FAN BASE = engaged audience / community We work with manufacturers (gatekeepers), internet sites, social media and physical retail to form a destination Total n. devices in distribution Total devices within target Devices reached by campaign Store or landing page accessed Consumers that accessed application Recurrent users
- 17. In DX Mobile IPTV average watch time is close to 1 hour per session, and recurrence is 3x/week
- 18. sDX PRODUCTION DISTRIBUTION ADVERTISING MOBILE E- COMMERCE CORPORATE MOBILE ACTIVATION LOCAL MONITORING BIG DATA MARKET RESEARCH Content Influence Solutions Analysis Many monetization strategies create revenue hedge and improves reach
- 19. Plan Business models Content Product Architecture Contingencies Go-to-Market Build Integration Product and processes Implementation Licensing Production Design and Production Third-party integration Operate Software product Infrastrutcure Content management Post-production Client acquisition Customer Support Monitoring Analysis What we do: we mobile video destinations.