More Results From Finnish Mobile TV Study

Nokia has released a few more metrics from the DVB-H trial in Finnland…”41% of pilot participants would be willing to purchase mobile TV services and half thought that a fixed monthly fee of 10 euros was a reasonable price to pay. Over half (58%) said that they believed broadcast mobile TV services would be popular”. Of course, the important things is what the 41% who want to buy mobile TV think is a reasonable price to pay. Things to take into consideration is a possible selection bias in that the trial may have attracted people particularly interested in watching mobile TV and that not everyone will have a handset capable of playing mobile TV — although of those that do buy such a handset you would expect a higher percentage to be interested in watching mobile TV. Even taking these things into account it seems there is enough interest in mobile TV for it to be successful…if the offering is good enough.
Richard Sharp, Vice President, Rich Media, Nokia, said: “The message for the industry is clear: for mobile TV services to succeed we need relevant and compelling content, easy-to-use technology and reasonable and simple pricing plans. With these elements in place, consumer demand for mobile TV will follow.”
The study found that “familiar programs available through national Finnish television channels proved to be the most popular followed by sports and news channels (CNN, BBC World, Euronews)”.
In general, mobile TV users spent approximately 20 minutes a day watching mobile TV, although more active users watched between 30 to 40 minutes per session. As expected, participants also watched mobile TV at different times than traditional TV peak hours…usually on public transport.
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