mobile TV evolution
The evolution of mobile TV
Personalisation to their watch list and review
Mobile TV is constantly evolving to suit the
Moving mobile television from its charts and graphs. It isn’t difficult
needs of the consumer, and take full infancy to adolescence will to see a similar model being
advantage of what the mobile platform has
require selling to a consumer’s applied to sports. Fans could
passion, rather than selling the watch the main event live, but
to offer. Joanne Waage, the senior director
idea of TV on the phone. A they could also track their teams
of business development and programming mobile phone is a uniquely and players, check key statistics,
for MobiTV explores how the service will
personal device and mobile read breaking news and more, all
viewing is also uniquely personal. filtered by their personal
revolutionise the TV viewing experience.
Because of its personal nature, preferences.
the services we provide, The goal is for the user to be
Throughout the first five years of Quality regardless of the model, have to met with immediate relevancy
mobile television’s existence, all Improvements in the quality of suit the individual. from the minute they open the
the major carriers and countless programming and the overall application and that every one
media companies have viewer experience are pushing of those five minutes they have
experimented with a diverse array mobile TV into the mainstream. to spend is spent wisely, not
of business models, products and Mobile TV is a much better wasted.
service offerings in an attempt to product now than it was even
ignite consumer interest and drive three years ago, when many Free to Air
revenues. At present, mobile TV believed there was no demand In Korea, mobile TV is
remains a niche service catering for full-length programming ubiquitous: consumers are
to a small segment of the global and rights issues limited the watching free to air TV on their
TV audience, with relatively few amount of available content. phones with amazing clarity and
consumers making buying Today, all the best content is consistency. Offering free TV to
decisions based on mobile TV cleared for mobile from complete everyone with an enabled
access and the largest subscriber episodes of prime time series to handset encouraged consumers to
gains coming from content feature films, and programmers sample, use and get addicted.
bundling (including content for are doing a great job of Now it is broadly adopted and
free with a data plan) That said, assembling solid line-ups packed Focus groups confirm that perhaps, like cable, will soon be
it’s still early days for our with familiar brand names and when told one can watch TV on a seen as a utility instead of a
industry and several emerging top shows. phone, the common response is: luxury. That’s the challenge in the
factors promise to elevate mobile Not only has content quality “why would I want to watch TV US and European markets but we
television from niche to improved dramatically, but the on my phone?” But when need to make sure that key
mainstream. viewing experience has improved potential customers are told they stakeholders in the value chain –
as well. In five years, we’ve gone can watch all of their team’s such as national broadcasters,
from as low as 3-5 frames per games live, even when they’re not local stations and carriers – can
second to up to 30 frames per in the home, their response is all make money.
second. To further improve the more likely to be: “How do I get The solutions for revenue
experience, technologies are now it?!” Further development of the generation when free mobile TV
available that allow for sub- mobile TV market will require the services do hit the market won’t
second content rendering and creation of products that are be dissimilar to the fixed TV
channel change, which means the hyper-relevant to each individual. market – on-demand content,
mobile viewer, who generally has This is a core area of integrated channel guides,
around five minutes to spend development for the industry — interactivity and premium up-sell
watching mobile TV, no longer targeting narrow but passionate using the carriers’ networks for
has to wait ten seconds for the audiences with rich, relevant the return stream. Far from being
app to start up, five seconds for content and a highly personalised the threat that many in the
their channel to render, and experience specially suited to the industry see it, free to air mobile
another five to ten seconds to mobile environment. TV will be a big benefit to the
change channels. For example, business premium mobile content business.
These factors make a huge professionals watching CNBC, When everyone can have TV on
difference in promoting user Bloomberg, Fox Business and The their phone, see it in action and
uptake, decreasing churn and Street on a mobile TV service also fall in love with it, I believe
Joanne Waage, senior director,
improving overall viewer want the ability to create they’ll want to pay a little bit
business development & satisfaction with the mobile TV personalised tickers, set watch each month to get their ESPN,
programming, at MobiTV experience. lists, receive video clips targeted MTV and Discovery.
september 2009
5 content2mobile
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