2006: High expectations for Mobile Television
Technology Hype Cycle anno 2006
2006: Trials allover Europe, mostly technology-centred
“Consumers do perhaps need to know about the technology, but I
am not sure that the point of consumer differentiation is going to
be whether they get their Mobile TV through DAB, DVB-H,
Unicast, UMTS or even wi-fi. If you can provide a useful
content experience, a good channel line up and a service that
looks and feels like TV, that is the point where customers will
buy it and you will get mass-market take-up. How it’s delivered
is a nice discussion for the technology providers to have, but
not a point of consumer focus.”
Peter Mercier, Director of Business Development for MobiTV Europe
2006: Flemish trial, more than only technology-centred
Maduf, also with an explicit focus on …
= international expert panel (n: 35) (< trials & authors)
= Killer content for mobile TV? Usage moments? Usage locations?
MASS MARKET TAKE-UP?
= Potential Estimation Survey (n: 575, online panel)
= Adoption potential Flanders? Wtp? What content, moments, locations?
= pre-post-Trial comparison (n: 30)
= Changes in attitudes? Experiences with mobile tv?
Experts Potential Trial 5
Based on the trial findings and opinions of experts (n: 35) …
When? 3 moments
Why? 4 drivers (entertainment, information, background, 2nd TV)
What Content? Triumvirate: news, sport & soaps/series
+ music & adult
Where? Mobile usage: on the move, waiting contexts, …
… BUT also at home !?!
82%: ‘mobile tv device’ as a Personal TV
… but 70% doubts the willingness-to-pay for a separate device
82%: existing linear content as a necessary trigger, …
… + mobile specific content to create added value
67% DRM as a major threshold
Experts Potential Trial 6
When? Potential for 3 new prime times
Experts Potential Trial 7
Based on a large scaled survey (n: 577) …
Mass Market Potential ??????
No Willingness-to-pay for a separate device, max. €10 for the service
But … in-house coverage crucial !
Who? Mobile Generation & Heavy viewers traditional tv
Dual profile: ‘older’ busy profile vs. young, plenty of time, lower
educ. Information vs. entertainment seekers
When & Where? On the road (public transport (74%), car (57%)),
waiting context (63%) & back-up TV at home (45%)
+ spare moments at work/home (57%) for EA
What Content? News & Information !
Why? Information update (54%)
Leisure (19%), boredom (24%), background (3%)
Experts Potential Trial 8
Mass Market Potential? As promising as abroad?
Experts Potential Trial 9
Mass Market Potential? As promising as abroad? No
Experts Potential Trial 10
Mass Market Potential? As promising as abroad? No, but …
Finland, 1 intention Q Flanders, 3 intention Q’s
2006: promising potential Modest Potential
2007: overestimation No Mass Market Potential
41% 17% 40%
1Q 3Q 1Q
Potential in Finland = potential in Flanders?
Experts Potential Trial 11
What Content? News & information !
News & Info (24/7) !
Only wtp for News
Film? >< experts
Mobile Specific Content not necessary to make Mobile TV extra appealing
Most interest in Personalized news (59%), Live Sport (42%) & Event TV (36%)
+ Interactive shows & BV-TV for early adopters
Experts Potential Trial 12
Based on the behaviour & experience of 30 trial users …
When? 2 peak moments for ‘heavy users’
Why? Update, time killing entertainment
What Content? News, sports, television games
+Topical interest (BHV, StuBru, …)
Where? Home !
Pleasantly suprised about picture quality
Shift towards a slightly more positive attitude
Low added value perception (lack of content), exc. the most interested
(heavy viewers) as complementary to traditional tv
Experts Potential Trial 13
When? Viewing pattern
Heavy viewers (2) > 20 usage moments during the two week test period
Medium viewers (13) 10-20 usage moments
Light viewers (15) < 10 usage moments
Experts Potential Trial 14
Where? At home, on the road, time killing …
According to the experts … In the trial …
Mobile Television in Flanders, 2008, potential to be more than a hype?
Mass Market Potential? No, ca. 20%
In house coverage!
New peak moments, complementary to traditional viewing patters
No willingness to invest in a separate personal mobile tv device
Additional service on top of existing offerings?
‘Mobile specific content’ not necessary
(Repurposed) News & Sport content & topical updating !
Dual Profile ‘snacking entertainment opportunity’ for busy types
‘complementary info & entertainment service’ for young
Heavy viewer, mobile tv as a complementarity to traditional tv