mobile TV expectations
Mobile TV: Can it live
up to expectations?
Ubiquitous broadcast mobile TV is a vision
passion and belief in the service content is paramount. You will
—a successful mobile TV service never attract new subscribers —
that has been promised for several years.
can never be just a ‘me too’ play and keep them — if the quality of
Much progress has been made towards
for followers. Right now the the content is not there,” he says.
proving the technology, establishing
industry needs innovative leaders “It is not enough to be able to
to get the ball rolling. watch mobile TV anywhere. There
demand, and conceptualising business
“Moreover, the mobile TV needs to be something the
models—but, for true success and broad
provider must play an active part subscriber wants to watch.”
subscriber take-up, are there still some
in shaping the content, and not “The passion and commitment
simply retransmit material needs to extend beyond content
things missing?
designed for other broadcast to the ergonomics of both the
media. In this respect, service and the devices,” adds
Mobile TV has been hailed as the existing mobile phone market. collaboration between a mobile Ridgway. “Mobile TV has to be
next big consumer must-have. In Studies also indicate that around network operator (MNO) and a user-friendly, and needs to have a
2006 and 2007, aggressive 10% of current mobile users are broadcaster has many great first-time user experience. A
forecasting predicted there would definitely keen to subscribe to a advantages. While the MNOs are clumsy interface — allowing the
be 132 million subscribers mobile TV service, with a further well practiced at managing initial experience to fall short of
worldwide by 2010. Mobile TV 40% expressing a possible subscriber relationships, the expectations — could hamper
would not just be another feature interest. broadcasters will naturally have a adoption.”
to be shoe-horned into mobile Given these figures, it is better understanding of content.”
phones, but promised a perhaps surprising that mobile TV Broadcast Australia’s Device for every pocket
development that would radically has not enjoyed more success to- Managing Director of the Ridgway makes the point that in
change the way subscribers view date. The indicators show that the International Business Group, addition to a user-friendly
the world and their leisure time. various broadcast technologies Chris Jaeger, concurs. “Good interface, the market needs a
Just as users have come to expect are proven, the market is ready to
seamless mobile phone embrace these new services, and
communication capability while the business models are being
they are working, relaxing or carefully developed to respond to
engaging in recreational demand. But it has become
activities, so they have been apparent that the business model
given a glimpse of a world where alone cannot address all the
access to television could be critical elements that need to be
equally ubiquitous. considered. The success of mobile
This vision has yet to come to TV also depends on several
fruition, however. Even though additional key criteria that need
Unicast/3G services have already to be in place before the service is
been launched in many countries, launched.
broadcast-based mobile TV is still
at various stages of deployment Passionate providers
in different regions. The promised Brian Ridgway, mobile TV
utopia, where television is only business development manager
ever a click away, remains — for for independent R&D Services
most users — tantalisingly just provider Wipro Technologies,
out of reach. believes that there are several
So why hasn’t mobile TV lived ingredients beyond the business
up to these expectations? model that will help ensure the
Sufficient consumer demand success of a new mobile TV
would appear to be present. service. “While voice sells itself,
Research from several trials mobile content or data requires a
suggests that a successful mobile more intense market focus to
TV business model depends on capture audience attention,” he Broadcast Australia Managing Director International Business Group,
just 10 to 15% penetration of the says. “This focus comes from Chris Jaeger
september 2009
3 content2mobile
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