A generation ago, part of the TV viewing experience was an unstated compact that in exchange for content, viewers would be subject to a certain amount of advertising. These ads may or may not have been relevant, but viewers nonetheless sat through them – what choice did they have? These days, service providers have moved far beyond merely hoping an ad lobbed at a specific demographic hits its target. Now we have all sorts of info about viewers to make sure they’re seeing the ads we want them to see. But just as we worked that out, the way we watched TV started to change. Yes, now TV is on many devices, but that’s not the only change. Binge-watching of entire seasons long after the show’s original airing, has changed how ads can be integrated into non-linear content. The second-screen phenomenon and the shrinking attention span of the TV viewer have created an environment where a message must hit its mark immediately, with no margin for error. To keep ads fresh, to keep wandering eyes watching ads and to keep content monetized, service providers and advertisers need to find their footing in this new world.
Mobile carriers face no shortage of pain points as new data streams create unprecedented and staggering amounts of information. But it is important to remember that pain points often arrive in tandem with new opportunities.
From my perspective, observing the driving forces shaping the mobile industry, five key trends stand out. All are laced with challenges and opportunities. And each represents a core element in an interconnected system that is pushing the entire marketplace forward, while demanding innovative breakthroughs in monetizing and optimizing data.
On February 25-28, I will be attending Mobile World Congress 2013 in Barcelona. This year’s event is expected to be the largest ever, with 1,500 exhibitors. I expect these five trends will be major sources of discussion:
- Video. We are already seeing the true inflection point in video where it becomes mainstream on multiple devices. The mobile and nomadic consumption of video—whether served by mobile carriers or localized Wi-Fi—is popular, commonplace, and growing rapidly. But video will completely reshape the demand side of the industry, creating enormous amounts of data. It threatens to load and clog networks, and it will demand new models for monetization.
- Accelerating connections. As the Read More »
Tags: Big Data, Cisco, Connected Life, data, data in motion, IBSG, Internet of Everything, IoE, mobile carriers, mobile devices, mobile world congress, multiscreen, offloading, Personalization, service providers, targeted ads, video, wi-fi