MEDIA COUNTERPOINT: Verizon's V-Cast Mobile TV Misses the Mark
This month Verizon Wireless will launch broadcast TV service for cell phones, charging $15 to $25 per month for access to programs from eight networks. Joe Costello, CEO& Chairman of Orb Networks, thinks Verizon has this all wrong and is available for comment to provide a counterpoint to this story.
Orb's MyCasting service (www.orb.com ) provides a personalized mixed media package, which consumers enjoy more, on the existing smart phones. The service platform unlocks the consumer media from their home computer, making it possible for people to enjoy not only their TV, but also all of their music, photos, documents and other digital media when (time) and where (place) they want it, using the devices - be it a mobile phone, PDA or laptop - that they already own.
WRONG MODEL
"Yet again Verizon strives for the right objective but the completely wrong model for serving up TV to its mobile customers," says Costello. "Instead of looking toward the future of wireless, they've looked back in time and are settling down for the limited choice of the equivalent of UHF on the cell phone."
"Verizon is trying to create ‘value' for the consumer with a limited TV menu, when today's mobile consumer is seeking an all-you-can-eat buffet," he said.
PONDERING VERIZON'S UNDERSTANDING OF CONSUMERS DEMAND
"In the era of place- and time-shifting, Verizon's V-Cast chains consumers to timeslots and limited programming choices, without regard for the reality that if people aren't HOME to watch TV, perhaps they're otherwise engaged," Costello continued.
"Instead of seeking innovation, Verizon is trying to window-dress the walled garden," said Costello. "Rather than reinventing the offering specifically for mobile, they've just force-fit programming for their screens.
RACE FOR THE MOBILE SCREEN
"The mobile TV debate keeps coming back to ‘do they or don't they' want to watch TV on the small screen?" says Costello. "But that's not the point. Of course you're not going to cozy up to your phone for the night. But there are times - whether captive in an airport, or caught away from home - when you want to see what's going on - a live sporting or news event - that is precisely when you really want to use the small screen. And it's at that moment when the consumer is going to want to access the channel THEY already like- whether to watch live or recorded TV or something else - and not one channel in a selection of twenty-five."
CONTRAST WITH ORB
"Orb MyCasting delivers an unlimited amount of media choices for the consumer today. It works with any device equipped with Internet access and a media player -- allowing an operator to build service offerings for more cross-sell, up-sell and advertising opportunities around the media which the consumers love".
The free Orb MyCasting is simple to use: There's no hardware or additional software to purchase or load on any mobile devices; a quick download to the user's home always-on PC is all that's required to start MyCasting.
COSTELLO BACKGROUND
An industry veteran and visionary, Costello is highly regarded for his bold moves in the high-tech industry and was named among Upside Magazine's "Elite 100" list of the top executives leading the digital revolution.
For more info or to schedule an interview, please contact:
Liana Miller 949.276.8920
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