Avril
Lavigne top for O2 customers
Avril Lavigne and Sky News clips are most popular
for O2 customers
Avril Lavigne topped the music chart trials of
video over mobile and music over mobile, O2 found that breaking
news clips from Sky News were the most popular video service.
For the video over mobile trial, Sky provided breaking
news clips three times a day. Sports and music videos were the
next most popular video categories, provided by Arsenal, RFU and
Vitaminic. Trialists used the service an average of 4 times a
week.
During the first 4 weeks of the music over mobile trial, more
than 4200 tracks were downloaded - equating to an average of five
downloads per user per week. The most popular genres, in both
UK and Germany, were pop, European pop, dance and hip hop. Other
favourite artists included Evanescence, B2k and Busta Rhymes.
Participants in the 6-week O2 mobile video trial were able to
'stream' video content from a specially developed portal using
O2's existing mobile data (or 2.5G) network. Some content was
also available for download. Wireless multimedia services provider
Emblaze supplied the managed end-to-end video solution. Content
for the trial was provided by a number of partners including Sky
News, Arsenal Football Club, RFU and Vitaminic. Customers were
also able to create 10-second personal video clips using the built-in
camera, and send them to friends on another video capable phone
or email address.
Responses to both video services were positive. 75% of trialists
reported that they were very likely or likely to recommend the
mobile video service to family and friends; and more than 85%
of respondents said they would continue to use the service. Trialists
were particularly impressed with how easy they found the service
to use.
The ability to create and send personal video clips also proved
popular; 99% of trialists had recorded their own video and 90%
were likely or very likely to recommend the service to friends.
James Parton, head of video services for O2, said: "The
trial has proved an excellent means to engage our key target audiences
as well as gather their views and preferences regarding a mobile
video service. The invaluable experience we have gained in working
with the content providers will be applied to our preparations
for a potential commercial launch later this year."
Tom Symonds, General Manager Sky Online, said, "Sky is very
encouraged by the findings of the trial with O2. We look forward
to continuing our discussions for the distribution of our content
on mobile platforms."
The world's first 'O2 music over mobile' trial enabled trialists
to select, retrieve and store the latest chart hits via their
GPRS-enabled mobile handset using O2's existing mobile data (2.5G)
network. The music was downloaded onto a specially designed 'O2
digital music player'. MTV and the largest music providers in
the world were involved in the trial, including BMG, Universal,
Sony, Warner Music International, AIM and publishers MCPS-PRS.
All provided track listings for new chart releases.
The trial recorded very positive feedback, with 90 to 95% of
the trial base using the service regularly. The most popular times
for downloading tracks was between 8 and 10PM. The service has
been widely acclaimed both in the record trade and in initial
research with the retail sector.
Leslie Golding, head of music, O2, explained: "Our trialists
have been very enthusiastic about the concept of music over mobile.
We know that for the 'youth' market, mobile and music are really
important - an opportunity to combine the two makes a compelling
offering. Pending completion of a successful trial, we are looking
to launch a commercial music over mobile service later this year."
Strategy Analytics recently reported that "P2P music and
media will generate global revenues of $9.8 billion in 2008".
Avril lavigne
O2
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