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Technology Stocks : Qualcomm Moderated Thread - please read rules before posting -- Ignore unavailable to you. Want to Upgrade?

To: slacker711 who wrote (59671)	2/3/2007 9:16:33 AM
From: slacker711	Read Replies (1) \| Respond to of 197253

It looks like mobileTV is doing well at Orange....of course, their pricing scheme and content dwarfs what MediaFLO is doing right now. weblogs.jupiterresearch.com Mobile TV at Orange On a Roll...Results Bode Well For DVB-H Sharon Armbrust \| February 02, 2007, 11:16 AM Provocative arguments over the eventual economics of mobile TV, the struggle for customer attention between content and distribution camps and the likelihood of a mass market for mobile TV continue unabated. Meanwhile, Orange has been posting real results that indicate a very attractive growth profile for live and made-for-mobile on-demand viewing in this new media sector. One third of Orange mobile subscribers watch live mobile TV, on average about 35 minutes/month. They watch primarily regular TV channels, but Orange complements this with made-for-mobile /TV Lite fare as well. Subscribers can buy a subscription package of 12 Channels for 5 Euros or the full offering of 53 Channels for 12 Euros/mo. Orange also has an alternative opt-in subscription plan for ad-supported mobile TV. In this version, the sub is asked to answer a short list (3-4) of questions, then view a 15-20 second advertisement before the programming is opened. Orange is able to appeal to a wider swath of viewers by making both plans available. But Frank Boulben, former evp Marketing at Orange thinks the real driver for making mobile TV mainstream will be a satisfying user experience. With each improvement in video delivery quality via devices, infrastructure and technology, Orange has seen better consumer response. In the company’s DVB-H trials, where consumers are watching this much better quality TV, their average viewing time has escalated dramatically. Aloha Partners/Hi-Wire Preps for DVB-H Trial in Las Vegas With TV Viewer Research Those are the kind of results that Aloha Partners, license holder of 2 6-MHz channels in the 700 MHz band and that band’s proponent of DVB-H mobile video technology, has found in its viewer research as well. Aloha will start its technology trial of DVB-H mobile TV with T-Mobile in Las Vegas on April 1. It plans to use both of its available channels for 20-30 programming options. Its programming choices to start are going to be driven by TV Viewing research it conducted via Nielsen and other ratings statistics. It is going after a relataively broad 18-45 age group band, but broken down into 4 groups—15-25 and 25-45 and males and females separately within each of the age group sub-sets. These are the people already watching mobile video via cellphones and video iPods today. There are some commonalities in the viewing habits within these sub-sets but also lots of differences, which is why Aloha is thinking it will need both of its channels. And so far it is the only player with two channels at 700 MHz. What all four groups had in common, according to Nielsen stats is that they primarily watch 6-10 channels of which 4-5 basic cable channels are staples—TNT, USA, Fox and TBS for starters. But after that, there is a distinct divergence between male and female viewers. The top picks among males 25-45 are ESPN, History Channel, Discovery, FX, Spike and Adult Swim. But the female group 25-45 is partial to Lifetime, Nick at Nite, HGTV, Nickelodeon, Hallmark and the Food Channel. And according to Aloha ceo Charlie Townsend, the divergence gets even more pronounced, as one might expect, when you drop down to the two age group sub-sets and also to the males vs females within the two age groups. Aloha also determined that local networks had a big draw, so the company is aiming to get local as well as national program rights from broadcasters. While Aloha’s first appearance is a technical trial, it will also be testing pricing preferences within the control group. In advance of the sunset date for moving incumbents off the 700 MHz space, the company has also applied for a FCC waiver to operate in Dallas, using newly simplified rules of minimum interference (0.5-2%) that the FCC implemented in granting a Qualcomm blanket request for better defined and less stringent waiver processing at 700 MHz.