I was confused when I first saw an email about an app named Color and its upcoming debut on SNL. After all, Color launched as a photo-sharing app that used geolocation to serve up photos near you. But in recent months, Color has pivoted into a live streaming app that ties to Facebook. And coming this Saturday, SNL will be streaming 30-second blurbs from backstage via Color — all part of a Verizon promotion for its 4G service. Got it?
Ok, things move fast these days. Let’s start with features on the new Color app. Download, authenticate through Facebook, and it serves up photos and videos from your Facebook friends, whether or not they were posted via Color. You can post photos, too, but Color’s primary product is an easy-to-use live streaming service. Touch “broadcast,” select if you want to send it to everyone (Facebook friends+subscribers) your just your friends, touch “start” and you’re off and streaming. Friends with Color installed will receive a push alert to watch, and your live stream will appear on Facebook.
But wait, there are a couple catches. First, Color broadcasts in 30 second chunks. And second, only Verizon subscribers can hear broadcast audio. In order to get the SNL streams, you’ll need to “like” Color or Verizon on Facebook.
Sure, mobile live video will be big: soon millions of people will be sharing their lives in real-time with their friends and larger audiences. But Color’s limitations — you gotta click in fast, or you’re going to miss the 30 seconds — seem like they were designed by a carrier worried about data usage. But sharing the stage with Saturday Night Live is a big public moment, and who knows, Color could get the boost it needs to evolve these features into a winning combination.