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| Monday, 01 October 2007 | |
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It’s official: mobile TV is pants and would-be consumers won't pay for frippery.
A new survey has shown that European users are unimpressed by TV-to-mobile services. More to the point, they won’t pay a premium for them. The Canayls study identifies three possible user segments worth targeting: • fixed-line pay-TV users may expect a mobile TV add-on to their service but might not look to pay more for this service; • what the survey classes as ‘heavy/active mobile users’, and what we might dub ’hyperactive moppets’, may pay for this sort of connectivity; • the damaged My Space, You Tube, Facebook generation might like this. "We spoke to employed consumers across France, Germany, Italy, Spain and the UK," says Adrian Drozd, Canalys Senior Analyst , "and the results are essential reading for any operator thinking of launching a mobile TV service. The research highlights that certain demographics are far more open to the concept of mobile TV, making it crucial that marketing budgets are invested carefully and targeted at those consumers most likely to consider subscribing to a service." The interesting thing here is that operators must convert users from near-free services to paid-for ones. Human natures will have a say here. Jim Chalmers |
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