1. Expert opinions &
potential estimation
Lieven De Marez
IBBT - MICT - UGent
20/03/2008

2. 2
2006: High expectations for Mobile Television
Technology Hype Cycle anno 2006

3. 3
2006: Trials allover Europe, mostly technology-centred
“Consumers do perhaps need to know about the technology, but I
am not sure that the point of consumer differentiation is going to
be whether they get their Mobile TV through DAB, DVB-H,
Unicast, UMTS or even wi-fi. If you can provide a useful
content experience, a good channel line up and a service that
looks and feels like TV, that is the point where customers will
buy it and you will get mass-market take-up. How it’s delivered
is a nice discussion for the technology providers to have, but
not a point of consumer focus.”
Peter Mercier, Director of Business Development for MobiTV Europe

4. 4
2006: Flemish trial, more than only technology-centred
Maduf, also with an explicit focus on …
CONTENT?
= international expert panel (n: 35) (< trials & authors)
= Killer content for mobile TV? Usage moments? Usage locations?
MASS MARKET TAKE-UP?
= Potential Estimation Survey (n: 575, online panel)
= Adoption potential Flanders? Wtp? What content, moments, locations?
CONSUMER FOCUS?
= pre-post-Trial comparison (n: 30)
= Changes in attitudes? Experiences with mobile tv?

5. Experts Potential Trial 5
Based on the trial findings and opinions of experts (n: 35) …
 When? 3 moments
 Why? 4 drivers (entertainment, information, background, 2nd TV)
 What Content? Triumvirate: news, sport & soaps/series
+ music & adult
 Where? Mobile usage: on the move, waiting contexts, …
… BUT also at home !?!
 82%: ‘mobile tv device’ as a Personal TV
… but 70% doubts the willingness-to-pay for a separate device
 82%: existing linear content as a necessary trigger, …
… + mobile specific content to create added value
 67% DRM as a major threshold

6. Experts Potential Trial 6
When? Potential for 3 new prime times
12:00
Potentialnew
Potential for
new prime
Mobile TV
prime times
Times
Emo Work
06:00 18:00
Emo
Sleep
Prime time
classical TV
00:00

7. Experts Potential Trial 7
Based on a large scaled survey (n: 577) …
 Mass Market Potential ??????
 No Willingness-to-pay for a separate device, max. €10 for the service
 But … in-house coverage crucial !
 Who? Mobile Generation & Heavy viewers traditional tv
Dual profile: ‘older’ busy profile vs. young, plenty of time, lower
educ. Information vs. entertainment seekers
 When & Where? On the road (public transport (74%), car (57%)),
waiting context (63%) & back-up TV at home (45%)
+ spare moments at work/home (57%) for EA
 What Content? News & Information !
 Why? Information update (54%)
Leisure (19%), boredom (24%), background (3%)

8. Experts Potential Trial 8
Mass Market Potential? As promising as abroad?
2006

9. Experts Potential Trial 9
Mass Market Potential? As promising as abroad? No
17%

10. Experts Potential Trial 10
Mass Market Potential? As promising as abroad? No, but …
Finland, 1 intention Q Flanders, 3 intention Q’s
2006: promising potential Modest Potential
2007: overestimation No Mass Market Potential
41% 17% 40%
1Q 3Q 1Q
Potential in Finland = potential in Flanders?

11. Experts Potential Trial 11
What Content? News & information !
 News & Info (24/7) !
 Only wtp for News
?! ?!
 Film? >< experts
 Adult? ~
 Mobile Specific Content not necessary to make Mobile TV extra appealing
 Most interest in Personalized news (59%), Live Sport (42%) & Event TV (36%)
+ Interactive shows & BV-TV for early adopters

12. Experts Potential Trial 12
Based on the behaviour & experience of 30 trial users …
 When? 2 peak moments for ‘heavy users’
 Why? Update, time killing entertainment
 What Content? News, sports, television games
+Topical interest (BHV, StuBru, …)
 Where? Home !
 Pleasantly suprised about picture quality
 Shift towards a slightly more positive attitude
 Wtp: €11
 Low added value perception (lack of content), exc. the most interested
(heavy viewers) as complementary to traditional tv

13. Experts Potential Trial 13
When? Viewing pattern
 Heavy viewers (2) > 20 usage moments during the two week test period
 Medium viewers (13) 10-20 usage moments
 Light viewers (15) < 10 usage moments

14. Experts Potential Trial 14
Where? At home, on the road, time killing …
According to the experts … In the trial …

15. 15
Conclusion
Mobile Television in Flanders, 2008, potential to be more than a hype?
 Mass Market Potential? No, ca. 20%
In house coverage!
New peak moments, complementary to traditional viewing patters
No willingness to invest in a separate personal mobile tv device
Additional service on top of existing offerings?
 Content?
‘Mobile specific content’ not necessary
(Repurposed) News & Sport content & topical updating !
 Consumer?
Dual Profile ‘snacking entertainment opportunity’ for busy types
‘complementary info & entertainment service’ for young
Heavy viewer, mobile tv as a complementarity to traditional tv