Archive notice: This article was originally published on June 10, 2008. Links and embedded videos are preserved as part of the historical record.
International mobile-phone manufacturer Motorola has launched a service in the United Kingdom that allows users to watch full-length feature films on their phones for the first time. The new service was made possible by a partnership with Paramount Digital Entertainment. According to the British newspaper The Guardian, 40 titles are currently available through Motorola’s web-based shop, ranging from somewhat dated film classics to newer releases. Users who want to watch a title on their phone must first download it to their PC’s hard drive and then copy it to the phone’s storage. Because mobile phones have limited storage capacity, Motorola recommends a process known as “sideloading,” in which films are divided into scenes, much like a DVD, and can be used separately.
Andrew Till, senior director of Motorola’s multimedia team, describes the mobile video market as ideally suited to massive growth. Mobile-phone owners, he says, are eager to use music and film offerings on their devices. “The question everyone is asking is whether phone owners really want to watch a full-length film on their 2.4-inch mobile display when they have a 30-inch television at home,” Till said. In his view, however, that question is not necessarily decisive because users approach video on their phones differently. “They want something they can watch while they are on the treadmill or commuting on public transport. In those situations, they do not want a larger playback device,” Till emphasized. He added that the existing popularity of watching video on mobile phones had already clearly shown that consumers accept such a service very well.
To make better use of the potential for offering feature films to mobile-phone owners, existing obstacles still need to be removed. “Costs, legal disputes and capacity problems have so far held back market development for services of this kind,” Till said. Anyone wishing to watch a full-length feature film on a phone must take account of the device’s technical limitations. The Motorola expert therefore proposes sideloading as a practical option. “Users typically watch a film in segments lasting 22 to 26 minutes. Sideloading is a good option in this respect,” Till said. According to The Guardian, Motorola’s film service, initially launched in the United Kingdom, was also planned for other European countries including France, Germany, Spain and Italy. At the time, however, Motorola had no more detailed information about a German launch when asked by the pressetext.de news service.