06 Dec

Down Goes Media Friction

By Greg Wester, CMO

This blog has been adapted from a chapter in our recent eBook, “A Carrier’s Practical Guide to Winning Mobile Content Discovery”. To read the entire eBook and find out how to become a major mobile leader in 180 days, please follow the link.

Carriers have lofty goals in media (e.g., broadcast video networks, video tech, non-video content, ad-tech, consumer data), but device-centric content discovery services may be their easiest opportunity to win the battle for consumer attention by knocking out the friction that hinders subscribers from discovering and enjoying the content they love.

Carriers’ other media opportunities are in well established markets with established companies with dominant market shares. They will face tough battles requiring considerable time and investment. Device-centric content discovery services is different. Carriers have the punch to influence OEMs to install tech on the devices they ship. Once done, this gives Carriers the first shot at delighting, informing, and engaging subscribers with news, the weather, sports, and other infotainment that is their lifeblood.

This type of content is where the battle for consumer attention is fiercest! We all want to quickly and easily be in the know of things like whether our favorite team won, what the impact is of the arriving big storm, what’s happening in our city, when the royal baby is born, and even what our president might have tweeted at any given moment. This type of content discovery drives billions of dollars in ad revenue that is for the taking for whomever can come out on top.

In our Four Aspects of Friction blog, we discussed how the future of all media consumption is being driven by new UI, UX and AI that remove friction in four aspects of how we find and discover media:

  • Search: Simplifying the effort required to find the content we’re looking for
  • Discovery: Removing the need to search for what we might enjoy
  • Access: Increasing accessibility to content no matter where subscribers are
  • Snacking: Serving content ideal for shorter sessions

Of all the contenders vying to win consumer attention (e.g., social media, voice agents, content recommendation solutions and device-centric content services) device-centric content services is the one that can “knock out” all aspects of friction the best. All that’s required is finding the right technology partner with the right mix of device UI/UX and AI.

With the device-centric of content discovery upon us, the frictionless media future will be marked by innovation. It’s time for those who influence the workings of our devices to get to work on a smarter phone. In particular, carriers have an opportunity to disrupt media consumption on the world’s number one media device – and they can do it through leveraging innovations we’ve already seen:

  • The “minus-one” screen (or launcher) you find by swiping left on a smartphone – providing a convenient place to go for news or other critical content.
  • A dynamic first screen that intelligently presents curated content right on unlock, eliminating the need to tap, swipe, or go anywhere else.
  • In browser portals, like Google’s Discover, which gives intelligent content recommendations before you have to type a thing.
  • The lock screen, which can serve as permanent, but dynamic, billboard to present content.

By innovating new engagement opportunities, carriers can unlock massive mobile ad revenue streams. And what’s more – they’ll be reaching their subscribers in new ways, paving the way to greater brand loyalty. The time is now for carriers and OEMs to innovate and create a better smartphone experiences for their subscribers.

This blog has been adapted from a chapter in our recent eBook, “A Carrier’s Practical Guide to Winning Mobile Content Discovery”. To read the entire eBook and find out how to become a major mobile leader in 180 days, please follow the link.