Mobile TV Set to be Very Popular

Mobile TV Set to be Very Popular

Global Pilots Reveal Strong Consumer Demand for Broadcast (DVB-H) Mobile TV Services

ESPOO, Finland, March 8/PRNewswire-FirstCall/ -- Results from pilots on broadcast (DVB-H) mobile TV services amongst
consumers in Finland, the UK, Spain and France have revealed clear consumer
demand for such services as well as important indications over future
business models for commercial mobile TV services.

Each of the pilots involved Nokia and a broad spectrum of companies,
including broadcasters, mobile operators and broadcast network providers,
revealing the widespread interest in making mobile TV a reality. Each pilot
also involved broadcasts of live digital TV content over DVB-H networks to
the Nokia 7710 smartphone.

Consumer demand for mobile TV

Interim results from the pilot in Oxford, UK, revealed that 83% of
participants were satisfied with the service and over three quarters (76%)
said they would take up the service within 12 months. In France, 68% said
they would pay for mobile TV services while over half (55%) in Spain were
willing to do so. Nearly 75% of Spanish participants would recommend the
service to friends and family.

Pricing Models

The potential commercial benefits of mobile TV for the industry are made
clear by these pilots with such a high proportion willing to pay for the
service. The most popular pricing model to emerge is a monthly subscription
for a package of channels. In the Helsinki pilot, half of those that took
part thought EUR10 per month was a reasonable price to pay, while in France,
68% were willing to pay EUR7 per month for mobile TV services.

Viewing Patterns

New prime times for broadcasters and advertisers also emerge from the
pilots. The UK results reveal a lunchtime viewing peak higher than the normal
TV pattern, suggesting that viewers are enjoying their favorite TV content
while on their lunch break. In France, participants watched mobile TV for 20
minutes on average per day with early morning, lunchtime and mid evening
representing the periods of highest use. The Spanish pilot also reveals
mobile TV viewing spread throughout the day with early evening representing
peak viewing.

An interesting aspect of all the pilots was that many users watched
mobile TV within their homes. Almost half of those taking part in the French
and Spanish pilots claimed to mainly watch mobile TV at home. For almost a
third of participants in the UK pilot, this represented their first taste of
multi-channel TV.

Content

The overwhelming message from these pilots is that consumers want both a
wide range of channels but also content that is suitable for watching on
mobile devices. The most popular types of content were news, sports, music,
soaps and documentaries. Interactivity was also an important functionality
with over half of Spanish users (58%) saying they wanted specific,
interactive content adapted to shorter viewing times. In the Finnish pilot,
the San Marino and Monaco Grand Prix as well as the UEFA Champions League
match between Liverpool and AC Milan were among the top 10 programs viewed.

"These pilots, as well as those currently taking place across the globe,
are a vital component of the development of broadcast mobile TV,
demonstrating consumer demand and the business models for viable commercial
services," commented Ilkka Raiskinen, Senior Vice President, Multimedia
Experiences, Nokia. "We are delighted with the results of these pilots which
have involved such a broad spectrum of different companies from the mobile
and broadcast industries. These pilots have proven to be very useful for all
the different players involved in the mobile TV industry."

DVB-H technology allows TV channels to be distributed effectively to
mobile devices. It provides the best user experience in the mobile
environment with excellent, broadcast quality picture, reduced battery
consumption and wide range of channels (up to 50 channel are possible). Nokia
will bring the Nokia N92 device together with Nokia's Mobile Broadcast
Solution 3.0 network elements to the market in summer 2006 to provide the
most complete implementation of existing broadcast mobile TV standards on the
market. According to Informa, there will be 50.97 million DVB-H devices sold
globally by 2010.

About the Helsinki, Finland Pilot

The Finland pilot took place between March and June 2005 with 500 users
and involved Nokia, Digita, Elisa, Nelonen, Sonera and YLE.

About the Oxford, UK Pilot

The Oxford pilot commenced in September 2005 offering 16 channels to 375
pilot participants. The pilot is being conducted by O2, Arquiva and Nokia
with the final results being announced in spring 2006.

About the Spanish Pilot

The pilot, the first of its kind in Spain, involved 500 users in Madrid
and Barcelona and was conducted by Abertis Telecom, Nokia and Telefonica
Moviles. The results were announced at this year's 3GSM World Congress in
Barcelona.

About the French Pilot

The pilot is running by CANAL + Group, Nokia, SFR and towerCast between
September 2005 and June 2006 and involves 500 users.

Finland UK Spain France
Positive 58% believe 83% are satisfied 75% would 73% were
response to Mobile TV with the service recommend satisfied with
mobile TV services the service the service
would be
popular

Willingness 41% 76% 55% 68%
to pay for
mobile TV
Acceptable EUR10 - EUR5 EUR7
monthly fee
for mobile TV
Average daily 5 to 30 23 minutes per 16 minutes 20 minutes
viewing minutes of session with 1 to 2
Mobile TV sessions per day
per day on
average
Peak viewing - Mornings/lunchtime/ While Morning
times early evenings commuting (9-10), midday
and between (1-2) and
7pm and 8pm evening(8-10)
Popular Local News, soaps, music, News, series News, music
content programs documentaries and and music entertainment,
available sports sport,
through documentaries,
Finnish films
national TV
and sporting
events

About Nokia

Nokia (NYSE: NOK) is the 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

www.nokia.com/mobiletv

Source: Nokia

Media Enquiries: Nokia, Multimedia, Communications, Tel. +358-7180-45782, Nokia, Communications, Tel. +358-7180-34900, E-mail: press.office@nokia.com

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