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in competing standards, DVB-H platform as it They want to be able to of customers accessing
differing ideas of the ‘type’ of came up against, among access the same content television programming
TV that would be consumed other things, the vested wherever they are – just on mobile handsets –
on a mobile device and has interests of the incum- as they can listen to the including using the phone
encountered both technical bent mobile operator who same songs they have to watch televised action
and regulatory problems. didn’t secure the license. at home on their MP3 replays while actually at
player. Added to which the sporting event being
An early issue for mobile Other broadcast mobile consumers are reluctant to covered. Many waiting
TV take-up was guessing TV standards such as pay mobile operators for at airports catch up on
the viewing habits of users, DMB, DVB-SH, TDTV content they already get at favourite news bulletins
as well as such technical and MediaFlo round out home on their television. or even watch an entire
considerations the battery life the debate along with TV show. So, consumer
of the average phone. It was 3G streamed services – At Sling Media, we desire to use their phones
widely thought consumers each vendor or standards have always believed to access content which
would want to have a organization is arguing consumers simply want is important to them
different experience with their case for adoption. their home television is definitely there.
mobile TV than they do with experience wherever
traditional viewing methods. These competing standards they are – not editor- Customer feedback and
Early assumptions in all suffer from similar selected programming usage has led to a change
mobile TV thinking included drawbacks – they have or a limited number of in thinking around how
presuming that consumers a limited channel line-up channels. They also want and what mobile TV is
would only ever want to by virtue of the spectrum the ability to watch and attractive. Consumers are
snack on specially created on which their service is control recorded content, clearly comfortable with
‘mobisodes’ of popular TV carried and the operator not just linear or off-air watching long-form content
programmes and that they deals that underpin it. channels. And they want on the move: behaviour
would never watch a whole Unlike streaming video it to be in great quality. likely prompted by people
episode of Friends on a tiny over 3G, offering mobile being more comfortable
mobile phone display that TV over broadcast With a Slingbox installed with using mobile devices,
doesn’t have great resolution platforms necessitates in their home, and with better device battery life
and only average sound. This huge investment in new SlingPlayer Mobile on their and busier lives prompting
expectation was somewhat infrastructure and handsets smartphone, consumers them to fit TV viewing into
dispelled by trials such as the with built-in tuners. Many can watch exactly what gaps in daily schedules.
one O2 conducted in Oxford, of the new platforms are they have in their living Social changes, include the
UK which showed people inherently one-way and room. They can browse propensity for individuals
were using phones for provide a linear broadcast their familiar television to watch more personal
longer sessions and, inter- experience which, although guides, select channels, content stored on a PVR
estingly, around the home. in a small way currently, is set recordings, pause live alone, fit in with the
a declining viewing trend. TV: in fact, they can do ‘always available’ culture
Standards, or the lack of anything as though they initiated by the internet.
a single one, continue to Ease of Use and were in their living room.
slow the development of Ubiquity Impress Mobile TV is here now and
the market. In Europe, the Consumers Users can add devices consumer demand for more
European Union has recently such as DVD players, access to their favourite
put its weight behind DVB- Moreover the focus on webcams and even home shows on the move is
H as the recommended plat- standards misses the CCTV cameras so they rising. As people are
form for the 27 member point. Consumers don’t can check on the security less and less tied to fixed
states. This decision has care about standards – of their houses while they forms of entertainment,
been criticized in some coun- they care about content are away. They can do all both audio and visual,
tries where the later switch and how easy it is to this using a 3G/HSDPA they, and not the telecoms
off of the analogue spectrum watch it. In the same way data plan or even Wi-Fi if industry, will dictate how
means that it’s not feasible they upgrade their music their handset supports it. mobile TV is delivered.
to launch a DVB-H platform - and video players, move It has been fascinating to It is up to operators to
making such mandating irrel- from a zapper set top box see just how much more provide the service their
evant or at least undesirable. to a DVR and upgrade inclined iPhone (2G) users subscribers want.
their handsets to get a have been to surf the web
There are recent reports of better camera or Wi-Fi, once Wi-Fi was made easy. Stuart Collingwood is VP
the collapse of the German they just want it to work. There are many stories EMEA at Sling Media

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