Dish Network's 'Pocket Dish' portable player
FOXTEL in Australia via Telstra's
NextG mobile network
BSkyB have mobile TV
partnerships in place with Vodafone, Orange and Hutchison 3
|Indeed, in such a new
marketplace where mobile consumer behaviour is not yet fully
understood, many mobile network operators are struggling to
position their offers and understand the multiple business
models they can apply to mobile TV.
Consumers are confused too.
Does Mobile TV only provide access to a library of low-value
clips or can I access a full programmes? What is the
experience like? Am I watching low
bandwidth streamed video, or real broadcast TV? Do I need
or can I live without Mobile TV?
With mobile phone memory
cards of 2, 4 or 8 gigabytes becoming affordable and
commonplace, the concept of mobile TV and mobile content is
evolving rapidly, perhaps with the phone eventually
operating like a mobile PVR.
Indeed, already operators like Dish
Network and Canalsat are marketing stand-alone video players
that synchronise with the home PVR, but how long before
these products become integrated into mobile telephones?
What does mobility mean in an
all digital world with ubiquitous and affordable wireless
broadband? In selected markets, products like the Slingbox
are allowing consumers to bypass the premium subscription
charges and rights blackouts that affect 'official' mobile
TV services, and access their home set-top-box at anytime on
their 3G phone or laptop using 3G / HSDPA networks. For now,
there is little the phone networks can do.
Channels and their
advertising clients are also excited by Mobile TV and by the
prospect of re-engaging with viewers that are not always at
home. They are expecially excited by the opportunity to
reach out to younger demographics that have deserted
broadcast TV in favour of the internet and their mobile
phones, but revenue shares and rights issues are
For now, broadcasters, Pay TV
networks and mobile companies are struggling to find the
right product mix and the right pricing strategy.
The positioning, pricing and
packaging of Mobile TV services, and the choice of
appropriate technology will play a critical role in the rate
of adoption of mobile TV in many markets.
PayMedia and its partners can
help channels, Pay TV networks and mobile operators
understand the factors involved in Mobile TV adoption, learn
from key case-studies around the world and define flexible
strategies to leverage this new market opportunity.
For more information, email