As we at Movi are building the next generation of video services, the current COVID19 pandemic made us thinking how all this might change the world as we know it: how the new realities might change the consumer behavior & thus force the service providers to speed up their transformation to meet their customers’ expectations, and demands. Especially from the mobile video perspective.
We feel video, and especially mobile video, will grow tremendously both in terms of traffic and in terms of its importance
In this article we focus on two industries we felt will undergo the biggest change in terms of how they will utilize modern mobile video technologies:
- mobile commerce and
- mobile learning/teaching.
We feel video, and especially mobile video, will grow tremendously both in terms of traffic and in terms of its importance for various players moving forward. Different types of service providers (connectivity & infra providers, content providers etc) will have to scramble to upgrade their offerings to keep up with demand, and competition. Even the early adopters are now eying massive opportunities to grab.
But those two domains above, commerce & learning are the ones where the impact of all this is going to be most substantial. And meaningful to look into as people are looking for ways to do their remote shoppings efficiently & conveniently while learning institutions are looking for ways to be able to deliver remotely their courses & materials to their students in a way which maximises their students’ ability to efficiently learn. Therefore we leave the other mobile video domains outside of this review.
Webshops are already a mainstream service & pretty much all of us have used them more or less regularly. Especially through our desk- & laptops which have decent size screens & executing transactions is relatively easy.
Nowadays there is also an abundance of webshops to choose from, if one doesn’t provide what we want in terms of pricing or usability, we can always turn to the next one.
Most of today's mobile commerce experiences saw the light of day as the side-kick of the main character
On the other hand, as our online activities have moved more & more to our smart mobile devices the traditional webshops have in many cases become clumsy, complicated and difficult to use. There are of course exceptions & some beautiful mobile only m-commerce providers out there. But by & large the user experience in mobile commerce today is far from satisfactory. To be frank most of today's mobile commerce experiences saw the light of day as the side-kick of the main character, a responsive website, able to scale down the desktop to mobile.
The content in many mobile commerce sites is still based mainly on still pictures. This makes it often difficult for consumers to evaluate the functionalities of the product in question: even the size & dimensions may be difficult to estimate without any reference points in the product pictures.
Today the merchants selling any retail goods are fighting on price, but more importantly - who can provide the best pre-purchase experience of the product in question and a seamless buying experience with the least friction for the users.
Whenever a potential customer leaves the shopping platform, many of them never come back
Because of the passive product presentations typically found on e- and m-commerce platforms, people often leave the shopping platforms to seek for more information about the product before making a buy decision: to check out videos. And whenever a potential customer leaves the shopping platform, many of them never come back. Therefore the shopping platform should provide consumers as much information about the product to minimize the risk of churn as possible.
And the only way to do this is to build product presentations through videos & improve the flow of the buying transaction directly in those videos.
Additionally, those shopping videos must be embedded with adequate analytics capabilities so that the service providers can improve their content based on how their customers interact (or don’t interact) with the videos to understand the new funnel of online commerce. A multi-media, video first funnel.
What worked for desktops way back in the second era of the internet is not an option for the ones who want to win
Even though we are - temporarily - more stationary than ever, our digital consumption is ever more mobile. Relying on what worked for desktops way back in the second era of the internet is not an option for the ones who want to win the markets of the future. There’s a pinnacle change needing to happen, where we make e-commerce funnels and digital pre-purchase retail experiences mobile first, and especially, video first.
Learning is one of the key use-cases for video
Learning is one of the key use-cases for video. Seeing is believing and you know; ‘Monkey see, Monkey do’. That’s how we learn. We simulate and envision being in and experiencing settings remotely. Video and audio greatly helps us believe and adopt the insights to mimic the behavior involved ourselves.
Today, most of us have participated in and hopefully completed some kind of online training courses. Whether it’s an urge to learn Mandarin or practicing for your drivers license or learning how to play the guitar.
As with commerce, most of these systems and experiences saw the light of day as being ported from desktop executables, to web applications in desktop web pages.
Hence, traditional learning institutions like universities today have vast video libraries of their classes and tutoring sessions. These are often accompanied by slide-decks, presentations and questionnaires and tests on the side.
The students’ job in many cases starts by finding, organising and building an ad-hoc environment for learning with the resources available. Once this is ready, you can start studying and learning effectively.
As this environment is set up by the student the teacher and the learning service provider have so far had very little or no insights into how students are learning and how to help them learn more smarter. The students are using multiple resources located everywhere, some online, some offline - most of them with no analytics on who’s studying or how these resources are being used, and what relations are between them.
For students, learning how to learn (no pun intended) in a digital world is a good skill, though it does also heavily favor those in capacity to access the needed tools, like multiple computers and devices, access to other sources and the time available to create an effective learning experience. Also, it shouldn’t be necessary that the students themselves build one-offs for learning topics and themes every time it’s needed.
Mobile, with it’s direct interaction with connected content and lots of power for real time graphics rendering has great potential.
Mobile, with it’s direct interaction with connected content and lots of power for real time graphics rendering has great potential. The learning service providers can utilize audio and video presentations through real time interactive graphics the students can interact with, contextually based check-points and questionnaires to advance the student through the learning curve.
The potential is there, though activating it will require a different way to design and build these services, mobile first. Utilizing the full capabilities of mobile and meet the very high expectations of the students. These expectations are set by any other mobile experience, where the users immerse in highly creative sessions with lots of bells and whistles, highly stimulating their creative expressions and interaction.
The key in many cases is to build a service which makes it easy to create and deliver learning experiences where the needs for creative interaction with good enough educational content. Where the students can participate and deep dive into important details and topics seamlessly. Focusing their attention with direct interaction - able to find more information relevant and get feedback on their progress as they go, directly in the mobile experience.
A potential incarnation of this is a connected platform, where educational video is presented on an interactive canvas, with interactive graphics are seamlessly embedded for participation and student feedback.
It will require a transition from thinking and using legacy document based applications to video based applications.
As this materialises we will start to see a new world of multi-dimensional deep insights to students' attention. What parts of the content they focus on and what interactive elements they choose to participate in in relation to their effective learning.
These new insights will further help us understand how to best teach, and learn on mobile. How to optimise for better lectures as a teacher, but also how to optimise the learning environment for all and every single student, utilising the full feature set of our mobile and connected world.
Convenience is the experience of effectiveness or the joy of frictionless experience.
To be more precise, mobile video is the future. Because it is convenient, and in many senses convenience is the experience of effectiveness or the joy of frictionless experience.
With the virus now raging over our world, Corona is forcing convenience, forcing remote ordering, remote learning, remote delivery and remote consumption and it’s all going mobile.
At Movi we are working on helping with our part - delivering a mobile video platform for active video - so that any publishers can build creative interactive video experiences for the new generation of mobile use-cases like learning and shopping.