by Stephen Barron
Mobile TV choices should be consumer driven
Investment decisions for mobile TV need to be made in light of expected market dynamics, substitute technologies and the competitive landscape, according to recent work undertaken by Analysys, the global advisers on telecoms, IT and media (www.analysys.com).
Analysys’s study suggests that, whilst most observers expect mobile TV to become a multi-billion Euro industry by 2010, and will be well on the way to being accepted as a mass-market product by then, the supply-side industry dynamics are not yet clear.
Many operators are actively considering broadcast technologies as a solution for mobile TV, but our research suggests that a decision to invest in a broadcast mobile TV network should follow a review of the underlying demand and analysis of the contribution that alternative technologies can make. “Our research shows that there is an expectation of real demand for mobile TV services, driven by the premium that users place on convenience, and this could be expected to represent a significant revenue opportunity.
However, recent evidence suggests that the mobile TV market could be significantly more complex than the existing terrestrial broadcast environment”, says Jim Morrish, Senior Consultant at Analysys. Specifically, the findings of the research recently undertaken by Analysys suggest the following points: - Latent demand appears to be strong and a plethora of trials worldwide have established that mobile TV is generally regarded by consumers as an appealing product, to the extent that it
The same research indicates that mobile TV has a positive effect on average revenue per user (ARPU), and some mobile users can be expected to switch their service provider in order to secure mobile TV services. - The consumption model is becoming clearer, with usage driven by convenience, typically resulting in shorter viewing sessions than would be expected with traditional TV services.
Usage in the home, in the office and whilst commuting are emerging as key consumption locations. - The debate around the technologies that will be required to support mobile TV in a cost-effective manner is moving beyond a simple discussion of the relative merits of tailored broadcast TV technologies (for example DVB-H vs DMB) and is now beginning to encompass complementary technologies.
However, the debate does not yet fully take into account the expected consumption model and preferred content types in order to establish an
