O2 shuts down video messaging app Clip It

O2 has closed down Clip It, the free video messaging app after just six months, saying the service was launched as a trial that was never intended to be long term.

O2 Clip it
O2 has shut down its Clip It video messaging app.

O2 Clip It was open to both customers and non-customers and allowed users to create short video messages up to 63-seconds in length to share with friends via their UK mobile numbers, email addresses or Facebook inboxes. Recipients could then choose to view the video using the app themselves or via a dedicated app.

The app used technology powered by Six3, a start-up technology company that graduated from O2 owner Telefonica’s start-up accelerator programme in 2012.

At the time of launch, Telefonica UK’s digital director David Plumb said the app was designed to “open up the possibilities of technology to all”. He added that the company was adopting an “agile process of understanding consumer needs” so that when the app was launched out of the beta trial it would be something O2 could “sell in the millions”.

However, O2 contacted Clip It users by text message yesterday (21 May) to inform them it would be closing the trial on 31 May.

An O2 spokesman said: “We never promised a long term service, this was a trial which has reached its end. We’ve gathered feedback and learned useful insights for other products and we’re looking to do more of this as an innovative digital company.”

It is likely the app was closed because it failed to attract meaningful user numbers. Data from app insight company AppAnnie shows at its peak (20th December, two days after its release) O2 Clip It only managed to reach 160th place among the apps in the photo and video category in Great Britain.

The app faced stiff competition in the video messaging space. This month Snapchat launched video and instant messaging features, while earlier this week the Financial Times reported that Facebook is working on a video chat app, codenamed “Slingshot”.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here