T-Mobile US' Binge On video streaming plan, in which video quality is optimized down to 480p but the streams from 24 different video services don't count against customers' data buckets, will help T-Mobile gain market share, according to research firm Strategy Analytics. Meanwhile, Binge On received a cautious endorsement from FCC Chairman Tom Wheeler, who said yesterday it promotes innovation and competition but that the agency would be keeping an eye on the program and how it affects consumers and the market.
It remains to be seen if Go90 will appeal to millennials and become a hit product, which would in turn deliver the audience advertisers want. But what is clear is that Verizon has spent years developing Go90, and hopes it will succeed. For a deep dive into how Verizon created Go90, check out this special report.
This is the story of the creation of Go90, Verizon's attempt to create a new service that appeals to a demographic it views as significantly important to its future, as told by some of the key executives involved in its development. It's a story of how Verizon wanted to create a product that would appeal to millennials, driven by a desire to create a large audience the carrier could deliver to marketers for targeted advertising (advertisers have largely been flummoxed by millennials' aversion to traditional pay-TV products). And more broadly, it's the story of how a multibillion-dollar telecommunications company known for its staid leadership and methodically consistent financial results incubated a startup-- and a startup mentality-- inside itself.
The latest issue of the Ericsson Mobility Report predicts that there will be 150 million 5G subscribers by 2021, with South Korea, Japan, China and the U.S. expected to lead in the first wave of take-up.
LOS ANGELES-- T-Mobile US executives here on the sidelines of the carrier's latest Uncarrier announcement explained that the operator's new Binge On service makes use of video optimization strategies that will effectively reduce the weight of video on T-Mobile's network, thus allowing the carrier to offer video streaming to all its Simple Choice customers for no extra cost.
LOS ANGELES-- T-Mobile US at its Uncarrier X event here announced Binge On, its new offering to provide video streaming from select online video providers at no extra charge to all its customers who subscribe to 3 GB or higher data plans. Much like its Music Freedom announcement, T-Mobile said that it currently supports free video streaming from 24 video providers, and that it would add more providers in the future based on customer and provider demand.
Verizon Wireless struck a deal with the National Basketball Association to have exclusive NBA digital content appears in its Go90 over-the-top mobile video application, as part of a broad, multiyear content marketing agreement between the carrier and the sports league.
The diverging video strategies of Verizon Communications and AT&T will be on display this week as the companies' finance chiefs face investors. On the one hand, AT&T will have a chance to flesh out its plans to integrate DirecTV following the close of its $48.5 billion deal in July for the pay-TV provider. Meanwhile, Verizon is likely to discuss the early returns of its Go90 over-the-top mobile video service, which launched nationwide to all wireless customers earlier this month.
Close to two weeks after Verizon's Go90 over-the-top mobile video application launched, its ranking and popularity in Apple's U.S. App Store has fallen while the app's standing in Google's Play Store has remained fairly consistent, according to app-tracking company App Annie.
Verizon's Go90 mobile video application launched late last week and is reportedly being abetted by an $80 million marketing campaign to get the word out and drum up users, especially among its prized millennial demographic. However, Go90 dropped in app-tracking company App Annie's rankings of apps in Apple's App Store after its debut.