/// When Will Every Mobile Device Be Hi-Def?

February 4, 2014  |  Media Week

Digital video technology has gotten user-friendlier by leaps and bounds in the recent past, with the exception of download-to-own stores plagued with spotty authentication, kludgy interfaces and frustrated consumers who couldn’t take their content from device to device. But it’s getting better. In 2012, 20th Century Fox Home Entertainment took steps to streamline its Digital HD offerings and push out digitally owned copies of its films weeks ahead of traditional DVD and Blu-ray releases, and at lower prices than it’d been asking for. Competitors have followed suit. Mary Daily, president and CMO, worldwide marketing for the company, says the future of owned digital content is getting brighter. So why adopt a new set of standards in the first place? It always starts with the consumer. We realized that we needed to make the digital experience really easy and robust and accessible. A lot of that was to make it simple. The recognition factor of the Digital HD moniker allowed people to realize that it was a way to download their movies. I think in a minute, every mobile device you have is going to be hi-def. How is the proliferation of mobile devices affecting your industry? On Christmas Day, 18 million devices were under trees. Samsung is selling something like 50 million smartphones a year—that’s exponential growth. That’s like nothing we’ve ever seen. It’s like the transition from CDs to MP3 players—now the notion of having to rummage about for a CD just doesn’t make sense to younger consumers

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When Will Every Mobile Device Be Hi-Def?



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