Product category:
SMS and MMS services
News Release from: Dialogue Communications | Subject: made-for-mobile TV
Edited by the Marketingservicestalk Editorial
Team on 18 October 2007
Vodafone brings made-for-mobile TV to
Australia
International mobile specialist Dialogue Communications has announced a major deal with Vodafone Australia for its MMS solution.
Dialogue's technology is being deployed by the leading global operator to bring the first interactive made-for-mobile show, Street TV, to the company's 3G customers in Australia Street TV is a 3G made-for-mobile 30-minute weekly TV show available 24/7 on Vodafone live
This article was originally published on Marketingservicestalk on 11 Jun 2007 at 8.00am (UK)
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The service involves compressing and sending out Mobile TV video clips of up to 30 seconds in length to customers that have opted in to receive mobile advertising messages.
Dialogue's technical solution allows Vodafone to deliver a media rich MMS, including a call to action to download that week's free "full track music download" (FTMD), as well as a click through to the Street TV WAP Portal.
The technique which has been pioneered by the Australian arm of the business based in Sydney, in conjunction with Vodafone Australia - recently won the MMA Award for Consumer Content Offering.
"This is an innovative use of MMS which has really paid off," commented David Green, head of Vodafone's mobile advertising.
"We have seen Mobile TV usage surge following the broadcast of these messages.
"As well as showing 'catch-up' or preview footage, these video clips can also include messages from advertisers and sponsors, making this an important revenue stream".
He added: "Having seen the success of this service on Street TV, we are now getting calls from other suppliers of Mobile TV shows that are keen to increase their viewer numbers".
Hugh Spear, CEO of Dialogue, said of the service: "We know that all the opted-in Vodafone customers are using 3G phones which support mobile video, so we can give them a much richer experience than just sending out plain SMS reminders".
Dialogue, which is a specialist mobile messaging service provider, has also received interest from a range of other parties including Real Estate agents that want to send out multimedia broadcasts of property details, as well as political parties that are keen to send out short speeches.
Commenting on the service, Spear said: "One of the benefits of MMS is that there is no confusion about data charges.
"Consumers can incur quite high charges for downloading images and music from the mobile internet, but with MMS everything is delivered to the phone without any cost to the end user".
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