Wippit have beaten much of the market to the punch with the addition of feature length movies to its content offering, and each priced at 99 pence. In the short term this gives Wippit further distinct market positioning from the competition. But in the longer term it might help redefine their business. Online movie services are thin on the ground in Europe and Wippit have two key assets: an already established subscriber base and a relatively high-profile brand. Movie distribution is facing significant changes from new technologies, most notably video on demand and IPTV. Even though the movie download market will remain relatively small (see our European report on this topic) if Wippit continue to secure top line content at competitive rates, they could well find themselves a key player in it.