Working with our customers, we see media companies in all stages of the social entertainment development process. Many have taken the first step and have begun integrating social features into branded web sites, leveraging Cisco Eos to build out the social experience. However, it is when media companies stop here that they immediately leave fans longing for more.
You may be thinking, “But my competitors haven’t gone any further than this, so we must be in line with what users want, right?” To address this, I ask you this question, “How do you personally interact with content?”
Unless you have been living under a rock, you have a smartphone that gives you the ability to use targeted interactive apps or surf the internet. You may have taken it a step further and bought an iPad to get this same mobile experience on a larger screen. If you fit into either of these scenarios, ask yourself why your consumers aren’t also looking to take advantage of these platforms to engage with your content. As with any product or service, individual users have individual preferences. To fully reach your target audience, you need to provide access to content from all of the devices they use. If you don’t, you run the risk of leaving a large percentage unsatisfied, or turning them off from repeat visits.
If last month’s SXSW Interactive Conference brought anything to the forefront, it is that people are increasingly interested in using mobile web and mobile apps to view content anywhere, anytime. If you are in charge of developing social entertainment experiences across your content portfolios, it is time to start reaching beyond the desktop computer to mobile devices. If you fail to extend your social entertainment experiences to all screens, you are missing the ability to capitalize on a very important, very large audience growth opportunity.
In our February 2011 update, we worked to address the delivery of content to multiple devices through our Adobe OSMF-based Flash 10 media player, allowing multiple bitrate encoding, HTML5 video delivery and Flash 10.1 support. Continuing to help developers extend their content to mobile devices in meaningful and interactive ways, Cisco Media Solutions Group has undertaken quite a bit of work to develop new APIs as part of the Cisco Eos 2.11 update. With more functionality options, these APIs give developers a better alternative than RSS feeds for creating compelling mobile web and mobile app experiences.
- GET Comments API: The ability to interact with others is central to social entertainment. With the new GET Comments API, developers can enable the retrieval of all or specific comments about specific events, photos, members, videos, audio tracks, albums, blogs and discussions. This increases the interactive experience users can get on their mobile devices, creating a seamless experience across screens.
- GET Photos API: Delivering and creating demand for the content media companies own is critical to your business. Cisco Eos now includes a GET Photos API which allows you to enable the delivery of all photos or specific photos to more closely control the experience for consumers.
Has your organization begun developing its mobile content delivery strategy? If so, leave us a comment to let us know which features or capabilities are important to you or your audience.