A survey conducted by the research firm M:Metrics says mobile television users don't like the price, reliability or quality of the service and there are more people who tried -- and dropped -- mobile TV than are now subscribing to it, according to a press release by Tellabs, that commissioned the study.
M:Metrics surveyed 22,000 European cellular users in France, Germany, Italy, Spain and the U.K. in November 2006.
The release says, "Forty-five percent of European mobile video and TV users cited pricing issues as a factor causing them to switch off the services. And nearly a quarter (24%) of users who tried mobile video and TV stopped using the services due to concerns about service quality and reliability.
"The split between perception and reality was most pronounced in the United Kingdom. Only 6% of those who had never used mobile video and TV cited quality and reliability as reasons not to try such services, but 29% of users had stopped using services because of quality and reliability."
Surprised people care so much!
Paul Goode, a senior analyst at M:Metrics, says in the release, "Pricing has already been highlighted as a stumbling block for recurrent use of mobile video and TV services, but we were surprised by just how much value users place on quality and reliability.
"Once the basic requirements of quality and reliability are good enough, the focus will rightly shift to issues of programming, brands and marketing in addition to price.
"This research highlights the need to address quality and reliability so the industry can retain viewers, which is a key part of growing audience numbers."
People care about quality?!
I find Goode's statement somewhat amusing because he was surprised that mobile TV subscribers care about quality and reliability. You mean if the service is cheap enough, users won't care that the content is awful, the screen resolution is poor and the network performance is so bad the programs stop and start, or don't start at all?!
I'm shocked! Shocked!
"Don't worry that this restaurant is so expensive because service is so slow you'll leave in disgust before you're served the rotten tasting food!" (My quote, not Goode's.)
The press release says Tellabs can come to the rescue. But never mind that.
M:Metrics seems to be saying that if cellular operators provide a crummy service on a variety of levels, people won't buy it. Duh.
Extreme sports mobile TV company Yamgo (www.yamgo.com) has signed a deal with Tom Horn to launch a WAP-based mobile video sharing service.
Yamgo customers can create their own mobile video page and upload videos directly from their mobile phone(http://yamgo.mobi) or over the web (www.yamgo.tv).
Videos can be shared with friends on any mobile network (with WAP access).
Posted by: Extreme Mobile TV and video sharing | June 04, 2007 at 05:00 AM