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Optical/IP

Mobile Content Cards

6:00 PM -- I have seen a couple of startups now that are trying to get mobile content and video players into users' handsets by selling memory cards loaded with films and TV programs.

For instance, ROK Corp. Ltd. sells SD cards in the U.K. loaded with BBC TV programs. They cost around $30 a shot at the moment, although they would be slightly less if the dollar weren't so weak against the pound.

I personally wouldn't buy these cards even if I liked the content. The phone screen is still too small for me to handle watching full-length programs, and I'd worry about losing the SD cards.

So, I'm wondering if readers think this is a good delivery mechanism for mobile content. I'd love to know your opinion.

— Dan Jones, Site Editor, Unstrung

xristoph 12/5/2012 | 2:58:45 PM
re: Mobile Content Cards Well, I agree that mobile screens are a bit small for watching full-length movies... which in some places like India they have started creating special shorter content for mobile entertainment.

It's a good business idea to sell it on SD cards - in quite a few developed countries, the 3G operators are charging royalties for data download (10 ct / 100 kb or similar). As long as this remains the case, the business model of selling loaded SD cards remains valid.
Yum 12/5/2012 | 2:58:44 PM
re: Mobile Content Cards Why do people buy CDs or DVDs? For the same reason they will buy SD cards with content - the wish to own something without the hassle or fear of losing that content if and when they change the device on which it is played. And in some cases, not having to deal with the issues of DRM. It is part of basic human nature - capturing experience and holding onto it. I don't think the question is whether SD cards will sell; rather whether they'd been put together well enough to make mobile viewing enjoyable. There are already smartphones around that have a big enough screen to make viewing movies/features on the go (e.g. on long train journeys or commutes) sufficiently enticing.
ShimonC 12/5/2012 | 2:58:39 PM
re: Mobile Content Cards I think you guys are looking at it only from one point of view. Since our company is actually doing that, I can give you a bit more reasons of why this does make sense.

The idea is not to sell cartridges of content, as many companies are doing today, rather to give as a bonus an end-to-end solution that will enable consumers to both buy content, with a few simple clicks, and manage their existing content on the card.

Currently 500 million cards were sold in 2007, in which 50% of them were sold through retail channels, such as Bestbuy, Walmart, etc. Now imagine that a customer gets into a retail store, and instead of seeing a blank (commoditized market) memory card, he sees a memory card with bonus content, such as Games from iPlay, videos from Universal, and music from companies like EMI Music and more. Customers came to the store to buy memory, and as a bonus receive content and an entertainment platform that allows them to: 1. Get free content (add supported). 2. Purchase content and unlock it on the card. 3. Download more content from the server...

See: http://youtube.com/watch?v=XbL...

Now what do you think about this?

Have a great day

Shimon
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