Telecom companies need to reduce focus on home phone service, and instead invest heavily in providing cost-effective internet and television bundles that meet customer’s demands for a la carte channel pricing and streaming services. When Cox launched the Contour service that we discussed above, they first launched with only an iOS app. They had delayed Android development, and the reason for this might be that roughly 68%[1] of smartphone video is consumed on an iOS device. The really important statistic that cable companies need to understand is that 36% of consumers surveyed by Adobe responded that they watch videos that last 5 minutes or longer on their smartphones, daily1. And 48% of the videos viewed on mobile platforms are consumed via an App.