Full-color 3G handsets and high-speed networks are becoming the norm, but it's the services that really make the difference to consumers. Enter Video-C, a specialist in music-video aggregation with a full-service offering for mobile operators.
Video-C supplies operators with a complete solution for mobile music content, which makes it easy for operators to sell services on to their subscribers.
Video-C, winner of the BT Digital Music Award 2004 for best use of broadband, has developed a bespoke mobile-marketing service specializing in music content from the UK independent sector. The company supplies operators with a complete solution that includes encoding, licensing, streaming, editorial services, third-party billing, royalty payments and weekly updating of content. This makes it easy for operators to simply focus on selling the music service on to their subscribers.
In addition to working with independent UK labels, Video-C aggregates music-video content from record labels around the world, including Universal Music Group, Warner Music Group, Capitol/EMI and Virgin Group. Video-C deals with each label's releases and associated international licensing issues on a case-by-case basis, creating mobile-marketing packages that maximize benefits for content owners while increasing operators' revenues and opportunities for marketing tie-ins.
Several formatting options
Video-C has worked closely with Apple QuickTime to evolve an extensive range of formatting options based on MPEG4, 3GPP and H.264 standards. Video-C is actually one of only a handful of companies worldwide recommended by QuickTime for encoding services. Karl Badger, head of music and online at Video-C, says that such a wide range of formats opens up huge potential. "Music is a universal language, and because our content is based on standard formats anyone with an enhanced mobile can see a clip of their favorite video."
When Video-C was created there was no off-the-shelf content management system available - so the company built its own. This has now grown into a significant asset for the business, with up to 100 videos added every week. These come complete with visual assets, text, web links, and deep links to music download and ringtone purchases, as well as to the physical CD, artist merchandise and live concert tickets.
Promotional packages
Video-C's relationship with Glasgow band Franz Ferdinand provides a good example as to how the company works. Having globally promoted all of Franz Ferdinand's early releases with Apple QuickTime and through its partner sites, Video-C built up a sizable database for the band and its label, Domino Records. So, as Video-C vice president Oisin Lunny explains, when it came to mobile initiatives, the company was well placed to offer a bespoke promotional package.
"We edited a new video cut of the last four Franz Ferdinand promos in our Camden studios, optimizing the selection in a mobile-friendly promotional 3GP edit. This clip was then pushed out to a targeted selection of UK subscribers," says Lunny. "The promotion hit consumers in December 2004, re-promoting the Franz Ferdinand album in what is traditionally the most crowded time in the music marketplace."
Although many markets are primarily interested in what is happening in the UK charts, Video-C is also prepared to offer local music choices in different markets. "We are keen to have local content options available should the operators require them, so we would welcome discussion with the larger local labels in key territories," says Lunny. "We're now looking at a range of marketing and technical ideas that will allow operators to harness the power of Video-C's compelling content packages."
