Summary
1) The research by M Metris should come as no surprise - though it will be interesting to see the effect of Verizon's V-cast TV mobile service.
2) For perspective, Virgin Mobile launched the first broadcast mobile TV service in the UK. Although, pricing was simple to understand and affordable and it featured a heavy above-the-line marketing campaign - it has not taken off.
Analysis
The research by M Metris should come as no surprise - though it will be interesting to see the effect of Verizon's V-cast TV mobile service.
Mobile TV will face perception issues when the benchmark is clear given broadcast TV on the ‘big screen’ and that it is an experience for a fixed location - and so, consumers are unlikely to be impressed by the quality, reliability (and experience) of mobile TV services (especially when on the move).
For perspective, Virgin Mobile launched the first broadcast mobile TV service in the UK featuring major terrestrial channels such as BBC1, ITV, Channel 4 and a host of others. This was delivered by a dedicated Windows operated smart phone (Mobile Lobster 700 Mobile TV phone) – which does not fit with the key consumer drivers of a handset being small and simple to operate. Although, pricing was simple to understand and affordable and it featured a heavy above-the-line marketing campaign - it has not taken off.
It appears that Verizon Wireless will on March 1 launch the V-Cast multichannel TV-to-mobiles service, using Qualcomm MediaFLO technology. This service is expected to initially include channels from providers such as CBS, Comedy Central, Fox, MTV, NBC and Nickelodeon. AT&T (Cingular Wireless) is also committed to FLO, while extensive UK tests at two locations have also been held. MediaFLO is also participating in the KDDI-backed mobile TV joint venture in Japan, where they announced sound interest in the technology.
