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Expert opinions & potential estimation
Lieven De Marez IBBT - MICT - UGent 20/03/2008
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2006: High expectations for Mobile Television
Technology Hype Cycle anno 2006
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2006: Trials allover Europe, mostly technology-centred
“Consumers do perhaps need to know about the technology, but I am not sure that the point of consumer differentiation is going to
be whether they get their Mobile TV through DAB, DVB-H, Unicast, UMTS or even wi-fi. If you can provide a useful
content experience, a good channel line up and a service that looks and feels like TV, that is the point where customers will
buy it and you will get mass-market take-up. How it’s delivered is a nice discussion for the technology providers to have, but
not a point of consumer focus.”
Peter Mercier, Director of Business Development for MobiTV Europe
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Maduf, also with an explicit focus on …
CONTENT? = international expert panel (n: 35) (< trials & authors) = Killer content for mobile TV? Usage moments? Usage locations?
MASS MARKET TAKE-UP? = Potential Estimation Survey (n: 575, online panel) = Adoption potential Flanders? Wtp? What content, moments, locations?
CONSUMER FOCUS? = pre-post-Trial comparison (n: 30) = Changes in attitudes? Experiences with mobile tv?
2006: Flemish trial, more than only technology-centred
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When? 3 moments Why? 4 drivers (entertainment, information, background, 2nd TV) What Content? Triumvirate: news, sport & soaps/series + music & adult Where? Mobile usage: on the move, waiting contexts, … … BUT also at home !?!
82%: ‘mobile tv device’ as a Personal TV … but 70% doubts the willingness-to-pay for a separate device 82%: existing linear content as a necessary trigger, …
… + mobile specific content to create added value
67% DRM as a major threshold
Based on the trial findings and opinions of experts (n: 35) …
Potential Experts Trial
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When? Potential for 3 new prime times
Potential Experts Trial
Work
Emo
Emo
Prime time classical TV
Sleep
12:00
18:00
00:00
Potential for new prime
Times
Potential for new prime
Times
Potential new Mobile TV
prime times
06:00
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Mass Market Potential ?????? No Willingness-to-pay for a separate device, max. €10 for the service But … in-house coverage crucial !
Who? Mobile Generation & Heavy viewers traditional tv Dual profile: ‘older’ busy profile vs. young, plenty of time, lower
educ. Information vs. entertainment seekers
When & Where? On the road (public transport (74%), car (57%)), waiting context (63%) & back-up TV at home (45%)
+ spare moments at work/home (57%) for EA What Content? News & Information ! Why? Information update (54%)
Leisure (19%), boredom (24%), background (3%)
Based on a large scaled survey (n: 577) …
Potential Experts Trial
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Mass Market Potential? As promising as abroad?
Potential Experts Trial
2006
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Mass Market Potential? As promising as abroad? No
Potential Experts Trial
17%
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Mass Market Potential? As promising as abroad? No, but …
Potential Experts Trial
Finland, 1 intention Q
2006: promising potential
2007: overestimation
17% 41%
3 Q 1 Q
Flanders, 3 intention Q’s
Modest Potential
No Mass Market Potential
40%
1 Q
Potential in Finland = potential in Flanders?
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What Content? News & information !
News & Info (24/7) ! Only wtp for News Film? >< experts
Adult? ~
Potential Experts Trial
?! ?!
Mobile Specific Content not necessary to make Mobile TV extra appealing
Most interest in Personalized news (59%), Live Sport (42%) & Event TV (36%) + Interactive shows & BV-TV for early adopters
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Based on the behaviour & experience of 30 trial users …
Potential Experts Trial
When? 2 peak moments for ‘heavy users’ Why? Update, time killing entertainment What Content? News, sports, television games +Topical interest (BHV, StuBru, …)
Where? Home !
Pleasantly suprised about picture quality Shift towards a slightly more positive attitude Wtp: €11 Low added value perception (lack of content), exc. the most interested
(heavy viewers) as complementary to traditional tv
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When? Viewing pattern
Potential Experts Trial
Heavy viewers (2) > 20 usage moments during the two week test period Medium viewers (13) 10-20 usage moments
Light viewers (15) < 10 usage moments
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Where? At home, on the road, time killing …
Potential Experts Trial
According to the experts … In the trial …
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Conclusion
Mass Market Potential? No, ca. 20% In house coverage! New peak moments, complementary to traditional viewing patters No willingness to invest in a separate personal mobile tv device Additional service on top of existing offerings? Content? ‘Mobile specific content’ not necessary (Repurposed) News & Sport content & topical updating ! Consumer? Dual Profile ‘snacking entertainment opportunity’ for busy types ‘complementary info & entertainment service’ for young heavy viewers with lots of time Heavy viewer, mobile tv as a complementarity to traditional tv
Mobile Television in Flanders, 2008, potential to be more than a hype?
