Using the Verizon EVDO network, youth-oriented Ampd Mobile launched it’s Ampd Live service last year in the US. Reports show that they had over 100K customers by the end of 2006, with revenues well over $100/user/month.
Ampd Live offers 3G cellular services, including broadcast live content and VOD (video-on-demand services. Partially funded by MTV – Ampd offers content targeted to the younger set, such as viral videos, movies such as Happy Feet and movie trailers, Comedy Central, a new animated series called Lil Hollywood, and live concerts and sporting events. We were pleased with the download times for content on Ampd Live – based on the Qualcomm Brew platform, it really didn’t take long before we were watching a viral video, or our favorite, the Paranormal News which featured a clip of Buzz Aldrin talking about how UFOs followed his spaceship during the moon landing flight. Services are also easy to navigate to using a very intuitive interface on the phone’s menu.
Rather than just adding network TV content, the team at Ampd appears to have taken to heart the market research that showed that cell phone video users don’t want to watch long programs on their phones, and prefer immediate “mobisodes” instead. Amped has lots of unique, short content on their Live service, including a show called the Iron Lunch Lady and Bush: Stinky or Sweet.
The ringtones downloadable from Ampd Live are mostly hip-hop or RAP, but there are some good sound effects like the siren from War of the Worlds or cartoon character voices. One thing about Ampd phones, the ringtones are LOUD even when set on the lowest setting. We think this is because their younger target audience have to be able to hear their phone ring above their iPods.
Overall, we think this is a great service – priced at a pay-as-you-go model that is sure to gain traction this year.
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Amp’d 
