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Mobile Content & Mobile TV

Around the world, mobile networks are launching a variety of Mobile TV services, in many cases collaborating with the local, incumbent Pay TV operators.  For many channels and Pay TV networks, mobile TV is the next phase in digital distribution. 

Mobility is something that consumers increasingly demand or all types of content and broadcasters and Pay TV networks have responded fairly well to this need. Broadcasters have for some time been providing simple WAP and i-Mode news and sports news services, and these have seen significant growth in usage as the penetration of 2.5G and 3G phones extends to the average consumer.

But whilst mobile content increases in popularity, in many markets, mobile TV services have not been the runaway success that many had hoped.

ROGERS VISION KEEP YOUR FRIENDS POSTED

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Mobile TV and social networking features extend the relevancy and reach of ROGERS offerings beyond the home environment


Dish Network's 'Pocket Dish' portable player

Mobile FOXTEL in Australia via Telstra's
NextG mobile network

 

Sky Mobile TV Believe in Better

BSkyB have mobile TV partnerships in place with Vodafone, Orange and Hutchison 3

Indeed, in such a new marketplace where mobile consumer behaviour is not yet fully understood, many mobile network operators are struggling to position their offers and understand the multiple business models they can apply to mobile TV.

Consumers are confused too. Does Mobile TV only provide access to a library of low-value clips or can I access a full programmes? What is the experience like? Am I watching low bandwidth streamed video, or real broadcast TV?  Do I need or can I live without Mobile TV?  

With mobile phone memory cards of 2, 4 or 8 gigabytes becoming affordable and commonplace, the concept of mobile TV and mobile content is evolving rapidly, perhaps with the phone eventually operating like a mobile PVR.

Indeed, already operators like Dish Network and Canalsat are marketing stand-alone video players that synchronise with the home PVR, but how long before these products become integrated into mobile telephones? 

What does mobility mean in an all digital world with ubiquitous and affordable wireless broadband? In selected markets, products like the Slingbox are allowing consumers to bypass the premium subscription charges and rights blackouts that affect 'official' mobile TV services, and access their home set-top-box at anytime on their 3G phone or laptop using 3G / HSDPA networks. For now, there is little the phone networks can do.  

Channels and their advertising clients are also excited by Mobile TV and by the prospect of re-engaging with viewers that are not always at home. They are expecially excited by the opportunity to reach out to younger demographics that have deserted broadcast TV in favour of the internet and their mobile phones, but revenue shares and rights issues are problematic.

For now, broadcasters, Pay TV networks and mobile companies are struggling to find the right product mix and the right pricing strategy.

The positioning, pricing and packaging of Mobile TV services, and the choice of appropriate technology will play a critical role in the rate of adoption of mobile TV in many markets.

PayMedia and its partners can help channels, Pay TV networks and mobile operators understand the factors involved in Mobile TV adoption, learn from key case-studies around the world and define flexible strategies to leverage this new market opportunity.

For more information, email justin@paymedia.co.uk

 

If you are exploring the opportunities of mobile content and mobile advertising, you can also visit http://www.mobiadnews.com/

 

 

 

 

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