Monetizing Mobile Video Services

The key discussions around multimedia services used to be all about technology – the meetings were with the CTO personnel and were very limited about how to actually make money.  This has all changed in the last two years and very much so in the current economic environment.  What is most important is how to get back the return on investment (ROI) in a quick timeframe and to demonstrate to senior management that all of the leg work has been done to segment, define and put forward a compelling value proposition for the provider’s customers.

Monetization has become a key buzzword and if we (as an industry) can really show in a clear and concise manner that video services can make money – or that technology can save capex or opex in real-time – management will sign off for the needed investment.

The elements of monetizing video services across mobile and broadband networks are vast and complex, but relatively simple in the end.  We have advised operators on use cases and best practices in terms of marketing, service development and pricing models and they inevitably show a 6-9 month payback in worst case but require the commitment and involvement of the marketing organization to make this happen – it is just not a matter of “showing up” and hoping that people will use these services.

What do you think are the key elements of monetizing multimedia services?  What do service providers want or need to do?  What do subscribers really want or need?