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Making money with mobile TV |
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Wednesday, 16 May 2007 |
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New research from analysts Screen Digest suggests mobile TV will be strongest source of mobile content income by 2011.
Commenting on the research which has revenues of €4.7bn from 140mn subscribers, Chris Brewer, a consultant with the
Alpheus consultancy, said: "The market seems to change its mind every year about what the big thing will be to recoup the enormous amounts invested in mobile technology. Perhaps we are moving closer in Europe to seeing mobile gaming, music and particularly TV replicating the popularity seen in
Japan and
South Korea. However to continue this trend operators have to keep reminding themselves of key questions/ issues.
Is it really what the customer wants? And as the novelty wears off how do operators ensure that customers keep using services?
How do operators create a simple user experience in which the technology used, is largely irrelevant to the user yet maintains a high quality and reliable service?
How do operators ensure transparent pricing so customers aren't confused about how and what they will be charged for, or alienated by enormous bills at the end of the month? High and confusing data tariffs are one of the main reasons take-up of these kinds of services are slow. Flat rate data tariffs might address this but these are taking time to come to market.
How do you marry the benefits of mobile with the content? For example, simply reusing programmes made for TV and putting it as mobile TV content just doesn't work.
The key is having a simple, user friendly way of getting the services the customer wants at a price that is right. Unfortunately the mobile industry is littered with broken dreams and promises. Let's hope that Mobile TV isn't another one."
Ian Channing |
