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New Media Life Cycle Analysis
™
 August 12, 2009 TIPPINGPOINT LABS
1.
Qik.com
In late 2007, Qik.com was the first live mobile streaming specificchannel when they launched their public beta.Found at Qik.com
( 
sounds like quick
 )
, their live mobile streaming platform allows users to “share your moments live with your friends,family and the world
-
right from your mobile phone.”Using any one of the 130 mobile phones supported by Qik.com, any user can capture and stream video live to the web.Every month, about one hundred and fifty thousand people in over onehundred countries are streaming live video to Qik.com.
 
■
Channel Overview 
Qik.com: Live Mobile Streaming Leader
 Blurry video
 ! 
om one of the thousands of low
-
 quality videos to be found o
n
 Qik.co
 m
Broad MobileSupport
Qik.com is supported onabout one hundred and thirty mobile phones. As one of the first credibleproviders in the mobile videostreaming space, support for a  wide variety of phones hashelped push its tremendous growth.With the release of theiPhone 3Gs, the platform hascreated and launched aniPhone app designed to sharestored videos on Qik.com, butthe app also integratespromoting those videos onFacebook and Twitter.For the current audience, anapplication on the iPhone is a perfect fit.
■
 Analysts: Andrew M. Davis, Brad Schwarzenbach, Jason Tarre
 
New Media Life Cycle Analysis
™
 August 12, 2009 TIPPINGPOINT LABS
2.
 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.
Experiment
 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
( 
or minimal
 )
 a 
ff 
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 
ffi
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.
■
Recommendations
Experiment, Wait and See, or Start with Live Streaming 
 
New Media Life Cycle Analysis
™
 August 12, 2009 TIPPINGPOINT LABS
3.
Qik’s flat tra 
ffi
c growth, documented in the previoussection, and outsized teenage audience suggests thatQik.com needs to get some fresh eyes on theirplatform or risk getting stuck in the adoption phaseindefinitely.
Audiences Move in Herds
Demographic wave exposure and adoption is anonline phenomenon in which new age groups andcliques move to new platforms in a desire to createnew content designed to ‘speak’ to theirdemographic.Qik.com, as demonstrated by its success with the Twilight movie premiere, is dominated by young 
( 
13
-
17,
 )
females.In order to move to the next phase of their life cycle,Qik will need a new demographic influx creating more widely consumable content.Looking at a more established live streaming channel, like Livestream.com, might help pave thepath to this new demographic of 18
-
34 year old males. This influx of new users, combined with higher
-
quality content will help push the channel into gestation and a step closer to mainstream adoption.
■
 Audience Analsis
Qik Trends Young and Female, Should Pursue New Market
GenderAge
Source: Quantcast
QikLivestream.com 
GenderAge
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