A whole world of services in the consumer’s pocket
The study concludes that although the oper
encourage mobile TV use, the main problem that they face is that users are not
ators and content providers want to
interested in it (less than 45% expressed interest).
Despite this, a gr
years (see figure 37)
adual increase is anticipated internationally during the coming
206
.
150
120
90
M
i
l
l
i
o
n
v
i
e
w
e
r
s
60
30
0
2007 2008 2009
Year
2010 2011 2012
Figure 37. Anticipated increase in mobile TV viewers.
Source: Survey conducted by VAS Research.
In order to open up mobile TV services to the largest number of consumers, all
the pla
fects of:
yers in the mobile market must work together to mitigate the negative ef-
restriction on the use of television on mobile devices, due to users ha
Price established by the operators. Current pricing models will be the main
feeling of losing control over their expenditure and being unwilling to pa
ving the
something that is free at home. The operators must establish flat
.
-r
y for
criptions that give back the feeling of control to the consumer
ate subs-
T
206
Emergence of a Personal-Mass
Mobile Television: The
buted all o
echnology standards.
v
There are currently nine types of technologies distri-
in order to facilitate visualization of content b
er the world. The challenge for the sector is to standardiz
y all users, with the lowest
e them
Olmsted. Professor and Associate
Media Platform. Sylvia Chan-
Dean for R
adaptation cost. In No
T
esearch Department of A standard for the broadcast of mobile TV
vember 2007, the European Union accepted the DVB-
Journalism and Communication.
elecommunication College of
May 2008. state. In other regions, such as in China, which has fiv
March 2008, although other technologies ma
, which came into effect in Spain in
y be accepted b
e standards, standardi
y each member
-
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
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