Predictions of paid subscribers to Mobile Video Services is predicted to rise from 2% last year, to about 10% by 20% in 2014 – some of the data is coming from MMI; and almost 20% are interested in watching live TV on their mobile phones – and how viable is that?

In planning for Mobile what are the engagement touch points for investment decisions ?  Can the medium deliver the audience?  - A recent study of broadcasting the same video to multiple channels shows comparable results. Matthew Snyder (just noticed he’s hear – great!) noted the iPhone has created the market and deliver-ability needed, along the scale.  Matthew believes there should be a mobile web presence that ties everything together – and the mobile analytics can be used to gauge success here.  In fact, the ROI and the Metrics problem has been solved for mobile, already – and that is unlocking the keys to larger and larger buyers.

In the last year, following the GEM (Global Economic Meltdown) metrics tracking has improved and now the market is beginning to recover, money is beginning to flow back, but measurement is now in place to track it – which in turn, is driving more money to the mobile  video platform.

Also, there’s more and more people who are viewing content on mobile only – and that leads to “unduplicated” reach.  Targeting, however, needs to be really good because the online video they see will depend on the kind of phone they have and the model – and that goes for the ads that run on top the videos.

Also, Matthew sees WiFi being the standard for almost all new phones by next year – and network fragmentation – this is still an issue that will be solved rapidly, probably next year.  Mathew sees normal budgets returning by next year and spending on mobile video being a bigger part of the spend.

But, if the mobile video experience (due to bandwidth and screen resolution) doesn’t improve – it might not attract enough paid subscribers – however, Matthew notes the in Japan, this problem had been largely solved, and online consumption of these videos have  increased rapidly.  He noticed the FM Chip has been incorporated into the iPhone.