Big Barriers Inhibit Mobile Multimedia Growth in Europe — Yankee Group

This time it’s bad news about mobile content… the 2006 European Mobile Multimedia Survey by Yankee Group has returned some less-than-pleasing results — although the usual disclaimers that the answers given depend on the questions asked applies.
“Operators are pinning their hopes on advanced applications such as music and TV to drive revenue growth, but they still have a lot of technical, pricing and marketing issues to overcome to drive adoption. They’ll get there, but maybe not through the services they think,” said Matt Hatton, Yankee Group Wireless/Mobile Europe senior analyst.
The highlights given are:
— 11% of respondents said they are very interested in mobile TV, and “once confronted with the reality of how much the TV service is likely to cost (i.e., EUR 15 or US $19 per month), 85% of respondents said they are less interested in the service”. Compare this to the half who said they would be willing to pay 10 euros per month.
— 5% of respondents are prepared to pay more than a 20% premium for full-track downloads (a bit less than the 35% premium suggested by Strategy Analytics).
— Almost 40% of respondents “said fears over price dissuade them from downloading more ringtones”.
Related stories:
8% of Irish Willing To Pay For Mobile TV
Europeans Ready For Mobile Video
Australian Study Of Mobile Content Usage

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