AT&T announced today that they will be moving forward with MediaFLO's solution for broadcast video and audio services. With Verizon set to launch with the same service early this year, that puts about half of the US mobile subscriber population in the hands of MediaFLO. With Sprint and T-Mobile trialing the service (and they may also be trialing DVB-H), things don't look good for the DVB-H standard in the US - at least on cell phones.
With Cingular being a GSM operator like the rest of Europe (and most of the world), it is especially devastating to backers of the DVB-H standard here in the US that they chose an alternative technology.
There are relatively few subscribers to mobile video services in the US today, but there has been rapid growth from a small base in the past 12 months as catalogs expand and handsets come down in price.
Broadcast video will alter the economics favorably for those who can achieve scale - something that MediaFLO seems to be achieving with their recent wins.
Outside of Indianapolis and Chicago (maybe Tennessee and Louisiana, too),
most of the U.S. will have forgotten who won Super Bowl XLI by Monday
evening. Nationwide, most of the ads were forgotten by the time
viewers fell asleep Sunday night.
Last year, I focused on integrated marketing; here's my 2007 Super Bowl ad review. In general:
I was just browsing Sprint's video channels for Super Bowl news. They have a dedicated NFL channel - the one from TV/cable. I was hoping to get some kind of an update. I happened to turn it on during the press conference for the national anthem.
Really, there seems to be such a thing. I didn't want to wait for that to end so I thought, "ok, what I need now is clips." I circled back to the ESPN content ... they had NFL news, but I couldn't find anything on the Superbowl. ???
Ah, the Super Bowl. I'm waiting to count the ways that they will integrate mobile into the experience.
I'll start with Sprint as they have an NFL sponsorship.
To get started, you text "SBXLI" to 7777 ... but only from your Sprint phone. (I tried from my Verizon phone and the message evaporated into thin air) A text message is returned with a link to a mobile web site that offers a menu of options ranging from news to music. Very easy to do.