One of the key areas for the take-up of multimedia services is
Marketing and Promotion.  In the past, service providers have focused
on the technological aspects of 3G video (which is obviously important
for many reasons), but the lack of integrated marketing has been an
acknowledged issue in the industry.

We’ve seen in the past year a number of best practices for the
marketing of combinational video services across broadband and mobile
networks.  It starts with the involvement from the marketing
organization in the initial design and market launch decisions for
video services.  They are the group, and often with the support of
their suppliers, that does the market segmentation, customer
acquisition strategy, pricing, and promotion decisions.

Some of the best deployments that have the most subscriber take-up
and usage have included campaigns which had elements of community,
social networks and personalized services.  They are always unique to
the particular market, though they may take on the branding aspects of
the parent company (Vodafone, Singtel e.g.).

What are some of the best marketing practices that you have seen? 
How has the bundling of smartphones helped in this process?  What can
be improved between the CTO and CMO office for video?  Your comments
are very welcome.