New Media Life Cycle Analysis
August 12, 2009 TIPPINGPOINT LABS
At this early stage in its life cycle, werecommend marketers experiment with cautionand only if their audience is already participating on Qik.com or they have contentconcepts that may elevate the quality of thecontent on the platform overall.
A brand allocating less than ﬁve percent of theirnew media resources to developing expertise inthe live mobile video streaming channel is atminimal risk. At this point, early experimentation will have little
ect on the brand perception unless the quality of the content is better than the current contentfound at Qik. Brands participating early in thelive mobile video streaming space might garnermass media attention if they are able to generateinterest outside of the channel’s early adopters.
Wait and See
The live mobile video streaming medium is very young and is devoid of a strong content base. Abrand that monitors the growth in the creationof quality content and more diverse tra
c canenter later with a better idea of how to succeedand a greater likelihood of success.
Start with Live Streaming
The live video streaming medium is moremature than mobile video streaming withestablished channels and higher quality content.Currently there are brands garnering quality audiences with the creation of higher quality video production and frequent, relevant, andengaging content on channels like Justin.tv,Ustream.com and LiveStream.com.
Our Pick: Start with Live Streaming
At this time, we recommend starting with a live video streaming channel and working hard tocreate compelling content that requires you toBE live. This is not easy, but much easier thantrying to create compelling mobile videostreaming content. If you believe you may beable to leverage mobile video streaming aftercreating quality live programming, UStream.tv isa better foray into both live mobile and desktop video streaming.
Experiment, Wait and See, or Start with Live Streaming