Thursday, November 20, 2008

IVVR Strengths analysis

Why do we need the IVVR technology?! We already have mobile internet, execution engines (J2ME, FlashLite), and OS like Symbian, Windows Mobile, IPhone OS and more. So what can IVVR do that can’t be done using mobile internet or mobile applications?!

  • Ease of use – IVVR services are based on a video call, in order to enter the service the user only needs to call in a video call to the service number. When the video call starts, all interaction is done using the digits of the phone (DTMF). Basically, it means that you only need to call for the service and interact using the keys when asked to on the screen and with audio instructions (press 1 to watch first video, press 2 to watch second video…). There are still two problems with IVVR in terms of the ease of use. One problem is that many people do not know how to do video calls with their devices (usually it requires to enter the number press options/video call). The second problem is that because the service is based on a video call, the interactivity takes time. The application can only react to the key press only after the server got the keystroke and performed the corresponding action. When considering the launch of an IVVR service, these factors should be taken into consideration.
  • No installation is needed – installing an application or a service is a cumbersome process and usually users are deterred by it. In IVVR services the access to the service is done by calling the service number. No Download, No installation, call the service and you are ready to use it. This factor makes IVVR services ideal for pay-per-use services with little barriers to entry.
  • One application fits all devices (no need of porting) – a main problem in mobile applications is that each and every device requires adaptation (called porting). In many cases these adaptations can take almost a third of the time needed to develop the application per every new device. In IVVR, because the service is based on a video call, a service suits every supporting device. The display is actually a streamed video in a standard resolution of 176*144 hence there is no need for adaptation of the display. The interaction keys are the standard keys of the phone and therefore it is supported by every device. IVVR stands out in this factor as many projects in mobile internet and mobile applications ended up supporting only few devices or requiring a substantial amount of money for adaptation which reduces the ROI.
  • Clear business model that generates revenues – IVVR inherently generates revenues. The services can be launched over a regular number or a premium number and can be also supported by premium SMS to strengthen the business model. The service provider can make sure every call generates positive nominal revenue.
  • No need for an internet bundle – all the video transport is over the video call and therefore there is no need for an internet bundle. The users know how much they are planned to spend when using the service with no hidden payments.
  • No buffering in video playing – because the video call is a dedicated channel, there is no buffering when playing the video. The video playing is a continuous experience for the users with no buffering time in the beginning and with no buffering stops in the middle of the playing like users experience in internet video playing and in mobile internet.
  • Real interactive video – In IVVR services you can interact while playing the video using a “barge-in” feature. In IVVR for example you can have a multi choice voting application on top of a video (score 0-9 the video you watch). In mobile internet, the videos are streamed in the integral media streaming player which means video applications cannot be created.
That was the summary of the main advantaged in IVVR. If you have more questions, want to see if a service fits to the IVVR medium, or want to launch a new service, please contact us at Ugunduzi.

IVVR (Video IVR) fundamentals

IVVR (Interactive Voice & Video Response) is based on 3G mobile video calls. The technology is the evolution of the IVR (the voice services we use in customer care services, voting, information services etc) and adds the ability to launch video services with audio-visual feedback.
In order to use an IVVR based service, there are three mandatory requirements:
  1. The device needs to support 3G based video calls
  2. The mobile operator needs to support 3G video calls
  3. A dedicated platform needs to serve the service
When all these requirements are met, every user can use the services without any installation.

IVVR is an enabler that provides us the means to create interactive applications based on a video call. There will be dedicated posts about specific IVVR services but in general companies like Ugunduzi offer mobile video portals, live video broadcast, voting applications, trivia, self service, mobile video advertisement campaigns, and mobile access to enterprise applications (such as mobile banking applications).