The stunning growth of video content for the internet and smartphones will leave SMEs little choice but to try and integrate video into their marketing and branding efforts, leading mobile entrepreneur Neeraj Roy says.
Roy, managing director of Indian-based digital media Hungama, is one of the leading figures in Asia’s mobile content sector.
His company controls about 40% of India’s digital entertainment sector and runs a mobile digital distribution network covering 41 countries. Hungama is also in the process of forming Australian distribution relationships.
The company delivers around two million pieces of paid content – including ringtones, wallpapers, movies, music and mobile games – per day.
It also controls the mobile distribution rights to 70% of India’s giant Bollywood movie industry.
Like many in the tech sector, Roy and his company are riding the twin booms of the smartphone (he estimates there are well over one billion connected smartphones now) and the surge in demand for mobile entertainment content (tipped to increase from $US27 billion to $42 billion in 2010).
Speaking at a Dell conference that forms part of its annual small business awards, Roy argues one of the common factors in both booms is video content.
“Video will be like air.”
Recent forecasts by Cisco suggest video will represent 66% of mobile content by 2014.
Roy also points to the US, where 41% of all television is viewed via the internet; in the next two years, internet television viewing is expected to eclipse viewing on actual TVs.
Roy says SMEs who are attempting to reach customers via online channels such as search and social media should not underestimate the rise of video and the role it can play in bringing customers to a brand.
Companies should also look at ways to convert traditional text-based content to video, with a good example being customer testimonials, which could easily be created in a video format.
“People tend to trust what they see and hear much more,” Roy argues.
Even simple video content such as YouTube “how to” guides will help companies tap into this trend.
“YouTube is now the world’s second biggest search engine,” Roy says.
James was the editor and publisher of SmartCompany and LeadingCompany for five years. He is now the Australian Financial Review‘s companies & markets editor, and a former BRW editor.
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