Posted April 18, 2006 at 01:50 PM by Analyst
The MIPTV conference in Cannes was abuzz with enthusiasm over mobile video. In preparing a column for Mobile Entertainment Magazine about the topic, Paul Goode had a few extra bits of data left over that didn't fit into the restricted 650-word format, and that are noted below.
Orange France has 300,000 TV and video users: with 5 million viewer sessions per month. However the most interesting fact was that Orange stated that mobile TV or video usage accounts for 40 percent of all data usage on their network. Given the small number of users that is a surprisingly high number or other mobile data usage is remarkedly low.
Nokia data from their various DVB-H trials:
Satisfied with trial/Willing to recommend service:
58% in Finland,
75% in Spain,
83% in UK,
73% in France
Willingness to pay:
41% in Finland,
55% in Spain,
76% in UK,
68% in France
Such enthusiastic endorsements from consumers who have had the privilege of using a high end mobile TV handset need to be set against expectations of mobile users as a whole. Our research shows a more conservative outlook on the number of subscribers who reported they intend to use mobile video within the next 12 months. In the U.S., 7.4 percent said they were likely to subscribe to a live TV service, in the UK, 6.4 percent and in Germany, 2.9 percent.
Germany:
Likely to subscribe to live TV service 2.9%
Likely to download and watch video clips 4.2%
Likely to stream video programs on demand 4.8%
UK:
Likely to subscribe to live TV service 6.4%
Likely to download and watch video clips 6.0%
Likely to stream video programs on demand 10.3%
US:
Likely to subscribe to live TV service 7.4%
Likely to download and watch video clips 6.5%
Likely to stream video programs on demand 6.2%
And finally, some paraphrased comments by Nicholas Wheeler MD ITN Multimedia UK:
Traditionally TV productions companies have had programmes commissioned and are paid in advance. In the Mobile TV world, most content is delivered on a revenue share basis. This increases the risks as well as the potential rewards for the production companies, who now have more than professional pride at stake if a programme succeeds or fails. They now need to understand their viewers in more detail.
[Comment to TV production companies: M:Metrics can help with that!]
