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Cable network HBO goes mobile

HBO goes mobile

So you think that you're connected?

Home Box Office has gone mobile with a site that gives on-the-go customers access to the cable network's content.

HBO tapped Mobile Streams to manage and host the new mobile site at http://www.hbomobile.com. As HBO Mobile's retail partner, Mobile Streams will make the portal available to customers throughout Britain, Europe and South Africa.

"We have been operating ringtones.com for 10 years and we built up our expertise and are now offering it to media brands such as HBO," said Simon Buckingham, CEO of Mobile Streams, New York. "I think all the media companies understand that the small screen will become bigger and they need to be ubiquitous.

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"Everyone wants their content where the consumers are," he said.

The HBO Mobile retail site will offer ringtones and wallpapers from award-winning HBO shows such as "Flight of the Conchords", "Big Love", "True Blood", "Rome", "Entourage", "The Sopranos", "Sex and the City" and "The Wire."

HBO Mobile also offers subscribers full-length chaptered episodes of their favorite HBO Original Series, along with highlights from a host of HBO stand-up comics and sports programs.

Users can catch classic scenes and highlights from HBO dramas such as The Sopranos and Six Feet Under.

The site is user-friendly making content easy to find, download and watch.

HBO Mobile was built on Mobile Stream's proprietary platform Vuesia.

Vuesia is used globally by some of the world's largest and well-known media brands such as Sony Pictures, Vodafone, Showtime and Saturday Night Live.

Mobile Streams also provides HBO with global mobile content distribution via its on and off-portal channels around the world.

The site is subscription-based and does not have any mobile advertising on it.

"Mobile is becoming an important revenue generator for media brands," Mr. Buckingham said. "For cable channels I don't think mobile will ever be a very large part of their overall strategy but it is one of the ways to extend their content beyond traditional means."

Giselle Tsirulnik is deputy managing editor on Mobile Marketer and Mobile Commerce Daily. Reach her at giselle@mobilemarketer.com.

Related content: Content, HBO, mobile Streams, Simon Buckingham, mobile content, mobile marketing, mobile

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