Mobile TV opportunity for european operators
Date: Fri, 07/09/2010 - 14:37 Source: Telegent PR department
Telegent Systems, the company that makes television mobile, released research findings that point to significant potential for free-to-air mobile TV. 58 percent of the British online research sample identified at least one environment, such as while on a train/ bus/ tube, queuing, or in the home or at work/ their desk, in which they would be likely to use a free-to-air mobile TV service. The potential magnifies among the younger demographic groups - 80 percent of 18-24 year olds and 76 percent of 25-34 year olds.
"The availability of mobile TV in the European market contrasts sharply with 'developing' markets such as Africa, Asia and Latin America where it is proving extremely popular," said Samuel Sheng, president and CEO of Telegent. "To date European operators and consumers have been understandably held back by regulatory and standards confusion, unproven technologies and the costs associated with building and operating mobile specific TV platforms. All of these issues can be avoided by using the existing broadcast TV infrastructure and building the receiver technology into the handset."
Telegent's free-to-air TV receivers, 80 million of which have now been shipped to a range of manufacturers including Samsung and ZTE, provide consumers with free and easy access to broadcast TV services. The free-to-air mobile TV service is a significant market differentiator, clearly in demand by consumers that can be further exploited by operators. Mobile operators can increase their engagement with subscribers and use the core platform to encourage the consumption of premium TV and interactive services - exactly the same model that is exploited so well in traditional broadcasting.
"Major events like the World Cup are now focussing the spotlight on mobile TV around the world," continued Sheng. "It's an event that you want to see live, wherever you are, but next month, as the first ball is kicked, it's likely that more people in Lagos than London will have access to live mobile TV. By the time the Olympics come round in 2012 that situation ought to be reversed."
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2463 adults. Fieldwork was undertaken April 12-14, 2010. The survey was carried out online. Figures have been weighted and are representative of all GB adults (aged 18+).