Mobile TV Set to be very popular
8th March , 2006
Europe : Results from pilots on broadcast (DVB-H) mobile TV services amongst consumers in Finland, the UK, Spain and France have revealed clear consumer demand for such services as well as important indications over future business models for commercial mobile TV services.
Each of the pilots involved Nokia and a broad spectrum of companies, including broadcasters, mobile operators and broadcast network providers, revealing the widespread interest in making mobile TV a reality. Each pilot also involved broadcasts of live digital TV content over DVB-H networks to the Nokia 7710 smartphone.
Consumer demand for mobile TV
Interim results from the pilot in Oxford, UK, revealed that 83% of participants were satisfied with the service and over three quarters (76%) said they would take up the service within 12 months. In France, 68% said they would pay for mobile TV services while over half (55%) in Spain were willing to do so. Nearly 75% of Spanish participants would recommend the service to friends and family.
Pricing Models
The potential commercial benefits of mobile TV for the industry are made clear by these pilots with such a high proportion willing to pay for the service. The most popular pricing model to emerge is a monthly subscription for a package of channels. In the Helsinki pilot, half of those that took part thought €10 per month was a reasonable price to pay, while in France, 68% were willing to pay €7 per month for mobile TV services.
Viewing Patterns
New prime times for broadcasters and advertisers also emerge from the pilots. The UK results reveal a lunchtime viewing peak higher than the normal TV pattern, suggesting that viewers are enjoying their favorite TV content while on their lunch break. In France, participants watched mobile TV for 20 minutes on average per day with early morning, lunchtime and mid evening representing the periods of highest use. The Spanish pilot also reveals mobile TV viewing spread throughout the day with early evening representing peak viewing.
An interesting aspect of all the pilots was that many users watched mobile TV within their homes. Almost half of those taking part in the French and Spanish pilots claimed to mainly watch mobile TV at home. For almost a third of participants in the UK pilot, this represented their first taste of multi-channel TV.
Content
The overwhelming message from these pilots is that consumers want both a wide range of channels but also content that is suitable for watching on mobile devices. The most popular types of content were news, sports, music, soaps and documentaries. Interactivity was also an important functionality with over half of Spanish users (58%) saying they wanted specific, interactive content adapted to shorter viewing times. In the Finnish pilot, the San Marino and Monaco Grand Prix as well as the UEFA Champions League match between Liverpool and AC Milan were among the top 10 programs viewed.
"These pilots, as well as those currently taking place across the globe, are a vital component of the development of broadcast mobile TV, demonstrating consumer demand and the business models for viable commercial services," commented Ilkka Raiskinen, Senior Vice President, Multimedia Experiences, Nokia. "We are delighted with the results of these pilots which have involved such a broad spectrum of different companies from the mobile and broadcast industries. These pilots have proven to be very useful for all the different players involved in the mobile TV industry."
DVB-H technology allows TV channels to be distributed effectively to mobile devices. It provides the best user experience in the mobile environment with excellent, broadcast quality picture, reduced battery consumption and wide range of channels (up to 50 channel are possible). Nokia will bring the Nokia N92 device together with Nokia's Mobile Broadcast Solution 3.0 network elements to the market in summer 2006 to provide the most complete implementation of existing broadcast mobile TV standards on the market. According to Informa, there will be 50.97 million DVB-H devices sold globally by 2010.
About the Helsinki, Finland Pilot
The Finland pilot took place between March and June 2005 with 500 users and involved Nokia, Digita, Elisa, Nelonen, Sonera and YLE.
About the Oxford, UK Pilot
The Oxford pilot commenced in September 2005 offering 16 channels to 375 pilot participants. The pilot is being conducted by O2, Arquiva and Nokia with the final results being announced in spring 2006.
About the Spanish Pilot
The pilot, the first of its kind in Spain, involved 500 users in Madrid and Barcelona and was conducted by Abertis Telecom, Nokia and Telefonica Moviles. The results were announced at this year's 3GSM World Congress in Barcelona.
About the French Pilot
The pilot is running by CANAL + Group, Nokia, SFR and towerCast between September 2005 and June 2006 and involves 500 users.
Finland UK Spain France
Positive response to mobile TV 58% believe Mobile TV services would be popular 83% are satisfied with the service 75% would recommend the service 73% were satisfied with the service
Willingness to pay for mobile TV 41% 76% 55% 68%
Acceptable monthly fee for mobile TV €10 - €5 €7
Average daily viewing 5 to 30 minutes of Mobile TV per day on average 23 minutes per session with 1 to 2 sessions per day 16 minutes 20 minutes
Peak viewing times - Mornings/lunchtime/ early evenings While commuting and between 7pm and 8pm Morning (9-10), midday (1-2) and evening (8-10)
Popular content Local programs available through Finnish national TV and sporting events News, soaps, music, documentaries and sports News, series and music News, music entertainment, sport, documentaries, films
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