Author: Darian Chornodolsky, VP Brand Partnerships at WIREWAX

In 2006, I wrote a college term paper on ‘The New Frontier of Video Technology: Cell Phones.' Does anyone still say ‘cell phone’? I’m embarrassed by my writing skills as an undergrad, so I won’t be sharing too many direct excerpts (although, I did receive an A). Anyway, back to ‘portable video technology’ as I labeled it.


I wrote that paper because I knew at the time, we were in the VERY EARLY stages of the largest shift in consumer behavior and content consumption in the history of our Galaxy. There were, however, several quite significant shortcomings in the early days of mobile video;

Two Main Issues of Mobile Video in 2006:

  • Content: The content available was severely limited and was mostly packaged as short form assets, commonly referred to as ‘clips’. The network providers were the sole sources of content, with Verizon and Sprint being the largest.

  • User Experience: Small viewing screen size (my 2006 Motorola Razr had a 2.2” Screen) along with shockingly low video resolution compared with today’s standards.

I was not alone in my belief that there was still a long road ahead for the technology to tip the scales of adoption. As this New York Times article headline stated:

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You can read the now laughable article here

12 years later, we could rearrange this headline to read:
“Phones Mostly Just Used as Video Handsets”

A 2018 Update:

  • Content: You can fill a queue of content well past your point of earthly expiration. Today, you can watch nearly every piece of video content ever created on your mobile device. Go ahead, try and think of something you’re unable to watch on your ‘cell phone’.

  • User Experience: The latest iPhone X from Apple has a screen size of 5.8”. Gets the job done. As for resolution, most mobile video is delivered at a minimum 480p.

Now that these initial hurdles have been overcome and mobile has become the main avenue of video consumption, the next logical question had to be:  How do we make this video content more engaging and ultimately a more memorable, rewarding experience?

I find myself here in 2018 as part of the team building WIREWAX, the interactive video technology on the absolute Razr’s (sorry) edge, utilizing AI and machine learning to automatically make the people, products and scenes in video clickable and touchable. We’re the technology powering 90% of the world’s interactive video and seeing an ever-rising 67% of our views coming from mobile devices.

Our longtime partner Ted Baker have recently attributed a 30% uplift in sales (article here) to using shoppable videos with WIREWAX, with nearly 70% of views coming from mobile devices. Not only can we seamlessly consume video on devices that fit in our pockets, we have the power in our hands to INSTANTLY shop what we see in the video.

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We’re the first and only interactive video technology to work across all platforms and devices, no app required - this isn’t 2013. This means you can tap or touch on the people & products within video on any mobile device to directly engage with the content.

Mobile video has come a long way since 2006 with an even longer journey ahead to deliver the perfect user experience. WIREWAX has accepted this challenge.  

As I stated in my paper: “This is only the beginning of mobile video broadcasting, but it must make improvements to earn positive consumer feedback and produce solid revenue.” Not sure how I got that A, but I wasn’t wrong.