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The Interview opens door to mobile streaming, but challenges persist

Given the commotion surrounding Sony?s controversial film The Interview, experts believe there are both challenges and opportunities associated with leveraging the mobile channel for online streaming services for tech-savvy consumers. 

Some challenges include capacity, distribution rights and pricing. Nonetheless, this capability is a facet that consumers are going to be increasingly looking for, providing opportunities of revenue growth and consumption for networks and other providers.

?The problems with mobile streaming today are twofold; pricing of data plans inhibit mobile streaming and managing quality of experience for HD video,? said Sheryl Kingstone, director at Yankee Group. ?Studios certainly have an opportunity to make money from streaming since the content owners today have the power, but it will need to engage the operators to ensure collaboration on quality of experience and correct pricing models that don't drain users? data plans.?

?Mobile streaming is a huge opportunity for new revenue growth and network consumption,? she said. ?Right now the barrier is capacity, distribution rights and pricing. As new networks rollout to alleviate capacity, the rest will be contingent on operators to create products and services that meet demand.?

Recent breakthroughs
Upon its initial release, The Interview was available for view on mobile devices via Internet streaming through digital media company Kernel on Sony?s dedicated site SeeTheInterview.com, and also through more well-known platforms, including YouTube, Google Play and Xbox video.

The film, which was dropped from many U.S. movie theaters due to abroad threats, was highly sought after following these developments. 

Often times, when privileges are taken away, the demands for those desires are elevated, lending a convenient opportunity for mobile. As mobile devices become more of a prominent channel for watching videos, Kernel could most likely reach more consumers by offering a solution compatible with those devices (see story).

Prices to stream the film were fairly consistent, costing consumers $5.99 to rent or $14.99 to purchase. 

Mobile users could not stream the film to their devices through YouTube or Xbox video but had the option via Google Play.

Quality assurance
Providers must not forget quality of delivery, because consumers are sure to expect the same quality they receive when watching other films as well as competitive pricing. 

Users are likely to be deterred when prices for these services are high in comparison and if quality is low. 

?While some mobile operators offer mobile TV packages or mobile streaming packages through the purchase of video minutes, most operators will use the existing data plan for video streaming of content through the over-the-top players, such as Netflix or YouTube,? Ms. Kingstone said. ?Right now, these issues will impede studios from promoting mobile for their content. 

?It's an area of disruption for the future,? she said.

Final Take
Caitlyn Bohannon is an editorial assistant on Mobile Marketer, New York