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?