About iDEC smartphone video

The power in your pocket.

How did we develop iDEC smartphone video and turn it into a training method?

In 2015, on a flight from Abu Dhabi to London, iDEC founder, John Dixon unpacked his new iPhone. After reading the specifications and trying out the video camera, he soon realised that he had in his hand something quite extraordinary, which could provide the answer to something he’d been looking for over the previous year or so.

John had been aware for some time that with the ever-increasing growth of the internet and social media, video was rapidly becoming the most popular and effective communication channel.  However, commissioning production companies to meet this demand was, and remains, a very expensive option. The business community was searching for a cost-effective way to create regular, engaging, short-form video content to share with their employees and their customers. 

iDEC smartphone video training course

The importance of iDEC smartphone video

An ever-growing demand for video

But as John investigated the capabilities of his new smartphone, he realised that, technically, it would provide the answer he was looking for. So, the concept of iDEC was born – an individual, director, editor, cameraperson who, with some basic training, would be able to create amazing video content, using a smartphone.  

However, when searching for training courses in smartphone video production, John discovered that apart from some simple online, over-technical tutorials, there was no user friendly, comprehensive training in the basics of video production.

He phoned Ralph Tittley, with whom he had worked extensively over a number of years in television and video production.  After discussing the technical developments in smartphones and their amazing video capabilities, they agreed it was now possible to use a smartphone as a professional video camera, edit suite and distribution platform.  Crucially they also agreed that the key element within iDEC training would be the ability to use the device to tell stories. Technical skills were essential, but the ability to add creativity was equally, if not more, important. 

iDEC smartphone video

To fill this gap, John, Ralph and Ali Wylie formed a new company that quickly established itself as the benchmark in smartphone video training. iDEC face-to-face courses equipped businesses of all sizes with the skills to create their own regular and cost-effective video content.

John, Ralph and Ali  knew they were on to something when, within the first year of trading, they had secured BMW, Barclays and the UK Government amongst others.

When the pandemic struck, we switched to webinar-based training, managing to teach the iDEC method to hundreds of students during lockdown.  At the same time, they developed both video-based and e-learning remote learning packages. 

To date, we have taught the iDEC method to over 1,700 people, worldwide, with the number of new iDECs growing by the day.

iDDEC smartphone video course
iDEC smartphone video training course at Goldsmiths Centre
iDEC smartphone video training

I feel that you have a five-star product here. You have clearly put a lot of work and expertise into providing an excellent course.

Meet the iDEC smartphone video team

Since 2017 we have trained over 1,700 people for business sectors as diverse as automotive, financial services and retail.
Meet the team behind the iDEC smartphone video training method.

John Dixon

Managing Director

John began his working life in the theatre.  He worked across the UK as a writer, director and performer. From there, he began writing for BBC radio and for ITV 1 promotions.  This led to him directing TV commercials and producing factual programming for ITV.

John has been producer / director on a wide range of productions including the series Music Uncovered for ITV, Keeping up with the Kids for BBC1, Wizards and Alchemists for the Discovery Channel and Life in the Fast Lane for ESPN.

John has produced a wide range of branded content for clients including Microsoft, Jaguar Land Rover, Abu Dhabi Tourism, IBM, Mubadala and the NHS.

He has also created content used at large scale exhibitions such as Mobile World Congress in Barcelona and GITEX in Dubai for Etisalat, Intel and Cisco.

Ralph Tittley

Technical Director

Ralph spent the early days of his career as an online video editor in a busy London facility.  He used tape-based suites and worked on broadcast, corporate and commercial television. His credits include Bite Back, TV Hell, Mushroom Magic, The Late Show, Newsnight, Horizon, Equinox and New West.

He has since produced and directed numerous live-action and animated television productions including TV commercials, documentaries and 3D kids series.

He has worked on programs as diverse as Gardener’s World and Most Haunted Live while corporate clients include EDF Energy, Coca-Cola and Arts Council England. 

Ralph has worked on several award-winning productions.  These include an Emmy for post-production and a Royal Television Society On-Screen Excellence award.

Ali Wylie

Client Services Director

Ali has worked in the design and communications industry for over twenty years.  She brings a wealth of experience from her time working with clients such as HSBC, English Heritage, the Financial Ombudsman, Southern Electric, Business Link and Plymouth Radiology Academy.

Ali worked as a design adviser on behalf of the Design Council, helping start-ups and SMEs plan, develop and realise their design and communication requirements to enable the promotion and growth of their businesses.

With this background, Ali adds real value in managing client relationships and providing guidance relating to smartphone video planning and strategy.

Kevin Chute


Over the last twenty years, Kevin has held leadership roles in global recruiters and main board positions in leading independent recruitment, training, HR services and education businesses both in the UK and Middle East.

A big believer that all of us together are stronger than any of us alone, his strength is in motivating teams, giving strategic direction and fostering relationships and partnerships that create value and stand the test of time.

Kevin’s experience and insights support the business to realise its potential and ambition, and to accelerate the company’s growth.

Our iDEC smartphone video courses

Our team has unrivalled industry knowledge

Great training, really motivating to use iPhone more for social media content. Nice trainers, would recommend Ralph and John to everyone who wants an iDEC training! Thanks a lot.

Tie-clip or Lavalier Microphones

Mini tripods

Smartphone rigs or cages