Podcasts can also be streamed off the Portal. Here, however, in addition to the cumbersome Portal-Pull issues, the user-experience becomes dependent on consistent and sufficient data transmission during the stream. For reasons beyond the scope of this article, providing bandwidth for short streams, not to mention lengthy podcasts is technically challenging. A user listening to a podcast while commuting by train will frequently lose coverage. Securing bandwidth in peak-hours or in congested areas is very difficult. It is thus doubtful whether streaming can deliver the mass-market with an acceptable level of service.
Whether downloaded or streamed, obtaining content via pull assumes that a user will regularly poll for content. Not only does the active user concept runs counter to the Podcast model of automatic content delivery, but a compelling mobile experience must be simple and automated. One must consider that the potential mass-market mobile user is not as “early-adopted” oriented as a current podcast user. Thus, the user-experience on mobile user must offer a "Better than iPod" experience if the mass-market is to accept it.
Client solutions reduce the amount of browsing associated with content discovery, delivery and consumption, and provide a more immediate, user-friendly experience. The first type of solution, offered by Odeo, involves a client that displays a catalogue-list of available podcasts. The user scrolls down the list and selects one, which initiating a content delivery session (download or streaming). Content discovery is easier than in Network-based solutions, as WAP browsing to the portal is avoided. However, real-time delivery is required, resulting in either consumption delays, streaming-related problems, or coverage loss. With this solution, an active user is assumed, as a consumption decision must be made daily.
The second client solution, offered by Bamboo Mediacasting, employs background download. Users subscribe to a podcast once, and then files are delivered to the user transparently, without any user involvement required. Delivery of the latest show can be overnight, or when the phone is in your pocket. As content delivery is not in real-time, very large files, such as full length audio and video podcasts can be delivered. Fresh content is available for immediate consumption for the morning commute with no network access required. Background download usually require subscription.
It must be noted that the transition from pull to push involves a conceptual shift among operators. Operators have invested heavily in WAP portals such as Vodafone Live. One key Operator goal is to drive users to the Portal, which strengthens operator brand. From a user-perspective, however, it is crucial to reiterate the assumption that the average Podcast user is more technically-orientated than the average mobile user. Ease of use is absolutely essential if mobile podcasting is to gain any degree of mass-market traction in the mobile world.
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