I’m not sure about the OTT uniqueness claim - it probably depends on how you define the application. But anyway, O2 has launched a beta version of a video messaging app which can be downloaded by any user (not necessarily on the O2 network). The service is called ‘Clip It’ is free for iOS and Android devices.

It’s also a bit exciting because it reveals an operator trying to get in at the beginning of a wave rather than trying to do a sensible grown-up version of an app already liked and well understood - this is where the telco app scene needs to go and short but rich messaging apps seem to be all the rage at the moment.

Clip it lets users send short video messages of up to 63 seconds to a UK mobile number, email address or Facebook inbox. Clip it doesn’t require receivers to have downloaded its app or own a smartphone as the messages can be viewed from any device or network via a mobile-optimised website.

The service is the fruit of Telefonica’s Wayra Academy in the UK.