Mobile and Ubiquitous

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Mobile and Ubiquitous

The central theme of the Internet Society Global Internet Report 2015[1] was about the mobile internet, which highlighted the huge benefit for users from the combination of smart devices and full mobility.  According to Cisco forecasts, mobile data traffic will increase tenfold between 2014 and 2019, which is three times faster than fixed IP traffic.[2]  Globally, the number of smartphones alone has exceeded two billion, not counting other digital cameras.  With billions of mobile devices with video capture, uploading/streaming and viewing capabilities in the hands of ordinary people, video production, distribution and consumption have become increasingly mobile and ubiquitous.  Anything which happens anywhere anytime can be captured and shared globally and blog-graphic-5instantly though mobile uploading or live streaming.  The consumption of video, particularly short clips via social networks, has also been unshackled from the confinement of TV and desktop computers in the living room or office, to mobile devices that are linked to 3G/4G data networks and public wifi.  This trend is projected to continue by nearly all commentators.  In fact, the increasing use of open-source software, interoperable platforms and non-proprietary tools will allow content to flow freely across devices and channels, making video production and consumption truly ubiquitous in the near future.

Today, everyone is a video producer and consumer, and the boundary between them is increasingly blurred.  To be successful, organisations must understand how people use video, what they use it for and how their products and services can be integrated into such conversations and engagements.  As video production and consumption become increasingly mobile and ubiquitous, the video strategy in organisations needs to ensure that mobile related issues are fully accommodated and adequately addressed.

[1] http://www.internetsociety.org/globalinternetreport/assets/download/IS_web.pdf

[2]Cisco Visual Networking Index: Forecast and Methodology, 2014-2019. http://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/white_paper_c11-481360.pdfv

mobileIt should also be noted that the smartphone is the No.1 device to reach the millennials.  A survey by Google and Ipsos in 2014 found that in a typical day, 98% of 18-34 year olds reported using their smartphones to watch video.[1]  Importantly, watching video on a mobile phone was the sole activity for 53% of them, compared to only 28% when watching TV as their sole activity.  Marketers are increasingly treating mobile phones not just as a second screen, but a new screen that is as important as the TV.

[1] How Mobile Video Can Drive the Future of Brand Marketing.  https://www.thinkwithgoogle.com/articles/youtube-insights-stats-data-trends-vol6.html

Ian Mottashed

Ian Mottashed

Ian is one of the longest-standing members of the Imagen (formerly Cambridge Imaging Systems) story. Our VP Marketing, not content with everything else he has to coordinate, somehow also manages to find time to lend his hand to a blog post or two.

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