Ease of Use, Group Communication and Fun Factor Drive Consumer Multimedia Services and Push to Talk

Ease of Use, Group Communication and Fun Factor Drive Consumer Multimedia Services and Push to Talk

ESPOO, Finland, January 28/PRNewswire-FirstCall/ --

- New Consumer Studies by MORI Conducted for Nokia Indicate Clear Demand
For Interactive Mobile Multimedia Services. The Services Studied - Push to
Talk, Instant Messaging, Content Sharing, Video Sharing and Presence - Have
the Broadest Appeal to the Socially Active 16-34 Year Olds, With Push to
Talk Having Potential Also for More Mainstream Appeal



The studies indicate that between 33% and 43%, or a total of 90 million
main mobile phone users in Great Britain, Germany, Singapore and USA consider
they would be likely to use interactive mobile multimedia services - push to
talk, instant messaging, video sharing, content sharing and presence - in the
next two years.



These services are likely to generate an increase in monthly incremental
spend, between 11% and 26% for individual services, depending on the service.



MORI conducted two studies, with the first focusing on push to talk,
instant messaging, video sharing, content sharing and presence, all enabled
by a technology called IP Multimedia Subsystem (IMS). The study looked into
the consumer perception of these services in Germany, Great Britain,
Singapore and the US, and indicated a clear demand especially among the
socially active 16-34 year olds. A separate study examined the consumer views
on push to talk in Brazil, Germany, Great Britain and Thailand.



The studies show that drivers for adoption of mobile multimedia services
vary on a service by service basis.



- For instant messaging, the benefits of the service have to do with the
group communication capability and the ability of the user to relate instant
messaging to short messaging (SMS) and/or the PC based equivalent.



- For push to talk, group communication possibilities and ease and speed
of use were key drivers.



- Video sharing - the real time sending of video during a phone call -
had a strong fun factor among respondents



- Content sharing - the transferring and sharing of files between mobile
handsets - was seen as a more niche service, with likely adoption being
between 10-17% in different markets. Drivers relate to use of files one might
want to transfer and specifically, business applications.



- Drivers for presence - a service which allows mobile phone users to
display their status to others - include practicality and potential cost
savings e.g. over short messaging.



Possible barriers for service adoption also varied between the services,
ranging from concerns over technical capabilities and privacy issues, and
disillusionment with the quality and ease of use of services that have been
rolled out over recent years.



The findings indicate that key factors in the successful launch of
services have to do with consumer understanding of the service and its
applications; convenience and ease of use; benefits over alternatives such as
voice and SMS; and the extent to which the service can provide entertainment
and enhance communications with others.



Push to talk - potential for consumer market



The study focusing on push to talk examined the drivers and barriers for
service adoption among consumers in Brazil, Germany, Great Britain and
Thailand. Around one in four respondents in Germany, Thailand and Great
Britain, and one in two in Brazil, stated that they are extremely or very
likely to use push to talk.



The main drivers were ease of use and convenience, including the ability
for group communication. For group communications, respondents envisaged
groups containing approximately five people on average.



The main questions related to service adoption have to do with general
uncertainty about the use of any new service, tariffs and charging, and
lastly, the etiquette surrounding the service use. Using push to talk
combined with presence may help to allay some of the concerns about the
latter.



About IMS



IP Multimedia Subsystem (IMS) is a technology that enables a range of
services for rich communication, enhanced by IP connected applications. In
practice, this means mobile multimedia applications will have the added value
of near real-time interactivity, and mobile users can share their browsing,
filming, gaming and messaging experiences with other users in real time
through the mobile network. IMS based services include instant messaging,
content sharing, video sharing and interactive applications. Also push to
talk will in the future run over IMS. IMS is standardized in 3GPP.



About the reports



The two reports provide a review of the key learnings from the global
research programs MORI has conducted on behalf of Nokia's Networks business
group. Nokia is committed to understanding mobile phone user markets, and
research is used to support developing appropriate products and services, as
well as to support operators in launching the services.



The IMS study involved a preliminary qualitative stage followed by a
quantitative stage. Fieldwork for the quantitative stage was conducted during
the third quarter of 2004 among adults in four markets: Great Britain (sample
size 607, face to face, age 16+), Singapore (sample size 605, face to face,
age 15 to 65), Germany (sample size 603, face to face, age 16 to 65) and the
United States (sample size, 1,730, online panel based, age 16+).



For the push to talk study, quantitative fieldwork was conducted during
June and July 2004 among adult main mobile phone users in Great Britain
(sample size 610, face to face, age 16+), Germany (sample size 610, face to
face, age 16+), Brazil (sample size 642, central location, 8 major urban
centres, economically viable social classes ABC, age 18 to 60) and Thailand
(sample size 605 face to face, Bangkok only, economically viable social
classes ABC, age 18 to 50). A qualitative research programme involving focus
group interviews was carried out prior to the quantitative phase.



In both studies the sample frame for the quantitative stage was designed
to represent adult main mobile phone users within the specified age group,
social class, and geographic area.



About MORI



Founded in 1969, MORI is one of Britain's fastest growing market and
public opinion research agencies. It provides a full range of quantitative
and qualitative research services, working with hundreds of clients in both
the private and public sectors. MORI embraces both traditional and
technologically advanced research methods. Based in London, with offices
around the world, MORI adds value to research with interpretation,
recommendations, and advice. Experienced staff also offers clients a
perspective from national and global socio-cultural trends. MORI holds an
important position within the British media, regularly providing senior staff
as commentators across a broad range of topics.



MORI abides strictly by the Market Research Society's professional Code
of Conduct.



About Networks Market Research



The Networks End User Research in Nokia provides professional global end
user market research and market analysis. It is dedicated to delivering first
class market research insight to Nokia and its customers throughout the
world. Nokia is committed to understanding end user markets. Research is used
to support Nokia customers succeed in their business and to develop
appropriate products and services.



About Nokia



Nokia is a world leader in mobile communications, driving the growth and
sustainability of the broader mobility industry. Nokia connects people to
each other and the information that matters to them with easy-to-use and
innovative products like mobile phones, devices and solutions for imaging,
games, media and businesses. Nokia provides equipment, solutions and services
for network operators and corporations. www.nokia.com.






Source: Nokia

Media Enquiries: Networks, Nokia, Communications, Tel. +358-7180-38198, E-mail: networks.communications@nokia.com; Nokia, Communications, Tel. +358-7180-34900, www.nokia.com



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