New Report Predicts Strong Future for Mobile TV

New Report Predicts Strong Future for Mobile TV

LONDON, June 5/PRNewswire/ --

- As many as 50% of mobile users are interested in mobile TV and are
prepared to pay on average EUR10 for 'all you can eat TV' - the potential
market is huge even when based on conservative uptake.

- Video calling is in its infancy with only 6% of the survey sample
having used it already, however over 60% of those interviewed expressed both
an interest in using the service and a willingness to pay for it.

- Mobile advertising is a big turn off for most with over 65% of survey
respondents expressing a zero tolerance attitude to what many consider to be
spam, or advertising that you have pay for when 'snacking' on TV.

A new report, 'New Mobile Services - Europe 2006', from Portio Research,
the result of an extensive survey of European mobile phone users in early
2006, gives a resounding 'thumbs up' for Mobile TV. Significantly over 50% of
those interviewed were interested in Mobile TV and were prepared to pay for
it, at an average price of EUR10 per month.

It is clear that mobile TV will create a market for more TV viewing in
addition to that at home, delivering the notion of 'TV snacking' whilst on
the move. News and weather for professionals commuting to work, celebrity
gossip and game show updates for the young professional and music videos for
teenage fans. Sports aficionados also appear to be keen to grab the latest
action whenever they can. All the evidence suggests that even at conservative
estimates the market potential is huge.

Video calling whilst still in its infancy obviously holds an attraction
for many users particularly the teen market 85% of whom expressed a desire to
use video calling in the future. Interestingly pre-paid subscribers were
willing to pay more than post paid subscribers per call. Once again the
research indicates a very attractive market with the potential for perhaps as
many as 400 million Europeans using the service.

One of the most interesting findings of the survey is consumer attitudes
to mobile advertising, with over 65% of those questioned expressing zero
tolerance to what many consider to be an unwelcome intrusion into their
mobile world. As well as being likened to e-mail spam, advertising was
considered particularly unacceptable if it intruded on paid for time watching
mobile TV.

The survey undertaken by Portio and encapsulated in this report provides
many different insights into mobile user attitudes and trends across all
major European markets. Italy and Spain for example turn out to be the mobile
content hotspots whilst users in Denmark, France and Russia prefer to use
content and services pre-installed on their phones. Men continue to prefer
buying online while women prefer to go shopping for real. There is plenty of
good news in this report for Mobile Network Operators and others in the VAS
value chain, but there are also many caveats and recommendations for action,
which they would be wise to heed.

For further information or to purchase a copy of this report please send
an e-mail to: info@portioresearch.com or phone: +44(0)7909-957-360

http://www.portioresearch.com/Survey_2006.html

Source: Portio research Ltd

For further information or to purchase a copy of this report please send an e-mail to: info@portioresearch.com or phone: +44(0)7909-957-360, http://www.portioresearch.com/Survey_2006.html

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