I have been researching this topic now for the next version of OpenGardens and Nick Ris presents a fascinating insight on this subject
I have reproduced a section from his site(full link below)
In the context of openness .. video short codes are fascinating – and in a sector of the industry which IMHO is on the verge of take off
“3G Video Short Codes” vs. “3G Video Streaming using the Data Channel”
In the 3G environment, it is possible to view Video Content using two alternative channels:
Using the data channel – “3G Video Streaming”
This is in effect offering a WAP-like portal (e.g. the 3UK portal, Vodafone Live!, Orange Kiosk etc., or a Java application that acts as a portal), through which an end user can navigate in order to eventually find the content they are looking for. Network operator portals use the data channel.
Using the circuit switched video call channel – “3G Video Short Codes”
This is the MX Telecom Video Gateway offering as described above, which uses the circuit switched video call channel and allows the end user to view video content simply by dialling a number and pressing the video call button on their handset.
The benefits of the video call channel over using the data channel are clear:
Simplicity – Dialling a short code and pressing one button is much simpler than having to type in or go to a URL and navigate through a portal, to eventually find the relevant content, and then download it on to the phone.
Per Minute Billing – This is not available when using the data channel (which is based purely around “per event billing”), but obviously is available for Video Short Codes, which offer both per minute billing and drop charges, as well as free-phone and standard rate tariffs.
Return Video Path – The camera in the end user’s phone is always passing a live camera feed back, which can be used for many applications – for example, dating services and video conferencing.
Quality of Service – Guaranteed bandwidth is available for a video call, unlike video streaming, ensuring quality of service. This means that, as opposed to video streaming, the video call picture quality will not degrade when a cell gets busy.
Digital Rights Management – There are no DRM issues associated with video content accessible through the MX Telecom Video Gateway as content cannot be saved or recorded on to the 3G handset. If content providers wish to allow users to access content after viewing it on their handset, they can send the end user a URL (via an SMS or WAP Push message) through which to access the content.
No need to download a viewer – Some companies have written Java Applications to stream content to an end user’s 3G phone. The main problem with this lies with the fact that the end user needs to order the Java application (usually via SMS), download it onto the phone, save it, install it and finally load it. This cumbersome procedure is not user friendly and can be very confusing to the average consumer – most of whom fail to successfully install and use such Java applications.
With video calls, there is no such problem – again, the user simply dials a number on their 3G phone and all the functionality that a Java player would offer is available through the menu of options (IVR) available during a video call.
full link HERE