Monday, August 29, 2005

Study in Finland Finds 41% Willing to Pay for Mobile TV

A study by Finnish broadcast, content and mobile communications companies found that 41% of pilot participants would be willing to purchase mobile TV services and half thought that a fixed monthly fee of EUR 10 was a reasonable price to pay. Over half (58%) said that they believed broadcast mobile TV services would be popular.

Digita, Elisa, MTV, Channel Four Finland (Nelonen), Nokia, TeliaSonera Finland and YLE jointly conducted the pilot in Finland between March and June 2005 with 500 users accessing mobile TV using the Nokia 7710 smartphone and DVB-H technology.

Some key findings of the study:

Content is king

  • 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. Participants also watched mobile TV at different times than traditional TV peak hours.

  • Users preferred a fixed pricing model although many were also interested in a pay per view mode

  • "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," said Richard Sharp, Vice President, Rich Media, Nokia.


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