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Mobile TV
Goes For Gold
As market predictions So what is the secret to unlocking the trials resulting in a real sentiment that
mass market appeal of mobile video? the tide is turning towards a genuine
for mobile TV spiral For users to become hooked on this mass market opportunity. Aside from the
form of entertainment the experience trailblazing of the likes of Apple’s iPhone
ever upwards, Avichai must be enjoyable. Traditionally user and You Tube, several other factors
experience has been the Achilles’ heel are contributing to these favourable
Levy discusses what of mobile content delivery. Whereas market conditions including the critical
some quality will be compromised in mass of video enabled handsets. High-
needs to happen return for the convenience of making speed network coverage has expanded
a mobile phone call or even, to some significantly and 3G is widely available.
if it is to fulfil its degree, when catching up on the day’s The fledgling DVB-H technology is
news anywhere but users will be less also gaining ground, spurred on by
lofty expectations tolerant of interruptions to mobile video. the European Commission’s recent
Quality and usability will be essential decision to endorse it as the de
The dramatic rise to fame of You Tube in hooking users into the service. facto standard across the EU.
and the media frenzy caused by the
iPhone launch revitalised mobile TV The Personal Touch Another key ingredient is the removal
and video suggesting the potential of pricing barriers which hampered
for genuine mass market appeal. It Another key factor influencing the mobile TV growth. Flat rate price
has also given food for thought to success of mobile TV will be its ability packages remove the fear of unexpected
mobile operators keen for their share to cater for a wide variety of tastes, and unwelcome bills arriving on the
of the mobile TV pie but anxious to delivering content from major studios doormat which, combined with ad-
avoid a case of severe indigestion. and content providers and not just funded content, sets the scene for a
reproducing the main TV channels. Like major shift in mobile video fortunes.
Industry analysts apparently agree that the Internet where the ‘long tail’ pattern
the TV market is about to take-off. ABI has unleashed new demand for niche Ad-sponsored content will be a key driver
Research predicts mobile video will content, mobile phones can deliver similar for the commercial success of mobile
reach 167 million customers in Europe variety catering to specific lifestyles TV. Inserting banner ads and, more
and gross $10 billion in revenues by or interests like travel or sports and importantly MMS and video adverts,
2012. A recent Comscore survey of include the rich world of user generated into video content offers operators
American consumers revealed that content. Admittedly some of the video a viable revenue stream and gives
just under 50% of respondents were may be tailored specifically to the mobile advertisers the ability to reach a highly
interested in receiving mobile TV and, medium and be shorter clips rather then personalised, targeted audience.
since there are more mobile phones feature length films, trends in mobile
in use worldwide (2.8 billion), than TV consumption will increasingly emulate Despite market conditions being ripe
sets, computers and cinema screens those of television and the Internet – for a change of fortunes, technology
combined, a 50% interest in mobile TV especially once user experience and barriers still remain. The ultimate mobile
represents a massive potential market. price challenges are addressed. video solution must accommodate a
range of different types of content –
Little wonder then that mobile operators premium, niche and user generated.
are eyeing the market enthusiastically Mobile Video’s Second Wave It must also amalgamate content from
and wondering whether the time is different sources – cable, satellite and
indeed right to make a serious investment Why is mobile TV coming of age now? IPTV –plus the web and mobile content
in this new emerging market. There have been a number of European already available. Another challenge
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