ReadWriteWeb also reports that Blockbuster is planning on bringing OnDemand to the Android platform as well, for use on "select Motorola phones."
Blockbuster OnDemand is basically like Amazon Unbox (the download version). Rather than streaming titles from your device, you download the content. There are also hardware devices, like Blu-ray players, HDTVs and TiVo, that can access Blockbuster OnDemand content. This is different from services like Netflix that stream video content either in your web browser or on a different hardware device.
Downloading, Not Streaming
Thus, when it comes to watching Blockbuster OnDemand content on an HTC HD2 or other compatible phone, you're downloading the digitally protected file to watch on your device. Downloading and streaming both have their own sets of pros and cons, and we'd really need to try Blockbuster's implementation before making any judgment.
ReadWriteWeb says the company is looking into how it can support the iPhone, iPod touch and iPad platforms. Right now, you can't download a media file from a third-party directly to your iPod or iPhone -- you have to use iTunes or transfer files using your computer.
However, we should also note that since Blockbuster doesn't even support Mac users when it comes to using the OnDemand service, we're not holding our breath for any sort of big movement on the iPhone/iPad platforms -- at least right now.
Competition Abounds
Blockbuster's news follows Netflix's announcement that it will be running on the Windows Phone 7 Series phones later this fall. Netflix already uses Microsoft's Silverlight technology to stream video to Windows and Mac OS X computer and Silverlight will be built in to Windows Phone 7 Series devices.
As Blockbuster faces major financial challenges and heavy competition from not only Netflix, but also Redbox (not to mention other video on-demand download and streaming services like Vudu, CinemaNow and FilmFresh), how it implements its mobile strategy will be of huge importance.
Simply making it possible to download a movie to your handset might not be enough of a draw to users, especially if the overall experience isn't just right. We'll be interested to see how this solution shapes up when the HD2 is released next week.