Mobile Video Calling – the extension of voice and messaging

Mobile Video calling and video conferencing is a natural extension of voice and messaging for consumers.

Mobile operators are showing interest in launching video services as it extends their value proposition as well.

The OTT players have brought innovation and a newly defined service experience to mobile video calling that has attracted consumers to use these new services.   But the game is just starting…

Operators control delivery and leveraging the interest that OTT players have generated, Operators can now capture that consumer base with a ‘better product’.

Why are services like mobile video calling and mobile video conferencing gaining momentum now?  There are three main reasons…first, new user interfaces make these services easy to use, new smartphones and tablets have enhanced capabilities and the networks are being upgraded to provide faster speeds and quality of experience.

The user experience will continue to improve and be more accessible (with Android and Apple apps) so it’s available on many devices.  This will make it even more mainstream and easily reachable by more people.

Mobile Video Calling

Video calling is not currently a critical service (yet) but it may become critical as more and more people get comfortable and collaborate on video.

Mobile operators have an opportunity to offer new video services that enhance the user experience as consumers are typically very comfortable and confident in the services offered by their operators.

How important is interoperability?  Video is a private service, can be invasive so it’s mainly used within known communities or groups.  It is also possible for the consumer to control and make the experience seamless by ensuring the group all uses the same service.  As long as the use for video calling and video conferencing is still mainly social, consumers will figure it out.  As mobile operators start to deploy these services, then interoperability will be another way to add value. In fact, ensuring interoperability between mobile operators is a key way to compete with the OTT players.

What will be the most viable monetization?  There are two models emerging and neither includes a special charge for video.  One model offers the service for free with ‘pay for data’ plans and one model will bundle video with a voice/messaging package for additional flat rate and make it an unlimited (premium) package.

You cannot really charge for it unless the value is established.  Once the service becomes critical, operators may try to charge separately.  There will likely be a way to charge for it since, for example, services like Skype charge to be unrestricted and OTT services aren’t free either.