Consumers are willing to pay for mobile television content, with results from Nokia’s commercial TV pilots in Helsinki showing that 41% of participants would purchase mobile TV services, with over half believing that the technology would be popular.
According to the pilot results, users wanted to watch familiar program offerings as well as new mobile content that is suitable for short and occasional viewing.
In terms of viewing patterns, mobile TV was found to be most popular while travelling on public transport, with users spending approximately 20 minutes a day watching it. The study also revealed that consumers watched mobile TV at different times that traditional TV peak hours, showing that the medium was seen as an extension to television.
The potential commercial benefits of the technology were also clearly shown through the results of the trials, with 41% prepared to pay for the service.
Commenting on the findings, Richard Sharp, vice president of rich media at Nokia said: “The Helsinki pilot reinforces our belief that mobile broadcast TV is a significant opportunity.”
He continued: “The message for the industry is clear, for mobile TV services to succeed we need relevant and compelling content, easy to use technology and reasonable and simple pricing plans. With these elements in place, consumer demand for mobile TV will follow.”
Speaking at the Edinburgh TV Festival last weekend, mobile operators from Vodafone and Orange echoed Nokia’s findings, asserting that mobiles offered a “very personal and a very powerful marketing medium” (see Mobile TV Hits the UK Media Mix).
The service providers all present agreed, however, that despite the technology being available the biggest issue in providing mobile TV was finding suitable content.
Graham Ferguson, director of global content services at Vodafone; asserted that mobile television was definitely something that consumers wanted, but the underlying issue for service providers was “how to get more content.”
Mobile TV content must be suitable for short viewing. Ferguson explained that content had to be “engaging and enhancing the consumers relationship with TV.”
Deborah Tonroe, head of commercial development at Orange added: “We’re gagging for content so people can see the services we have to offer. Everyone has a TV and a mobile phone, there’s a real marriage there.”
According to Informa Telecoms & Media’s Mobile Entertainment report, consumers are increasingly using their mobile phones to play music and games, opening up lucrative new revenue streams for mobile and content industries, resulting in a global mobile entertainment market predicted to be worth $42.8 billion by 2010 (see Global Entertainment Market To Reach $42.8 Billion By 2010).
The report claims that emerging new markets, such as mobile TV, user generated services and personalisation, graphics and visual themes, are forecast to contribute a further $11 billion in revenues by 2010 as the market expands.
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