Mobile TV: End User Opinion

Published by: Informa Media and Telecom

Published: Nov. 1, 2006

Table of Contents

CHAPTER 1 EXECUTIVE SUMMARY

Mobile TV fascinates consumers

Sentiment towards mobile TV grows negative

Mobile TV disappoints user expectations

Background and scope

Discussion classification scheme

Categorisation definitions

Content definition

Customer care definition

Ease of use definition

Marketing definition

Quality definition

Restrictions definition

Use-cases definition

Value for money definition

Other definition

Summary methodology and terminology

CHAPTER 2 BACKGROUND SCOPE

Analysis of buzz: what do consumers talk about?

Quality and ease of use dominate discussion

Figure 1.1: Overall buzz by topic of discussion

Buzz comparison 2005/2006: consumer interest in mobile TV growing strongly

Figure 1.2: Mobile TV overall buzz comparison, 2005-2006

Buzz sentiment comparison 2005-2006: negative sentiment outgrows positive

Figure 1.3: Buzz sentiment comparison, 2005-2006

CHAPTER 3 SUMMARY METHODOLOGY AND TERMINOLOGY

Quality: the primary concern for consumers

Quality: overall sentiment mixed

Figure 3.1: Quality buzz by sentiment

Comparison with 2005: quality perceptions declining

Figure 3.2: Quality sentiment comparison, 2005-2006

Quality buzz: image quality the main concern

Figure 3.3: Quality buzz by sub-topic of discussion

Quality sentiment: picture quality mixed, but small screens disliked

Figure 3.4: Quality buzz sentiment by sub-topic of discussion

Quality: sub-topics of discussion

Picture: mixed perceptions

Figure 3.5: Picture buzz by sentiment

Screen size: a perceptual barrier for some

Figure 3.6: Screen size buzz by sentiment

Audio: loss of synchronisation annoys

Figure 3.7: Audio buzz by sentiment

Reception: “bursty” network performance

Figure 3.8: Reception buzz by sentiment

CHAPTER 4 ANALYSIS OF BUZZ: WHAT DO CONSUMERS TALK ABOUT

Ease of use: bugs and errors compromise usability

Ease of use: strongly negative sentiment

Figure. 4.1: Overall ease of use sentiment

Comparison with 2005: little improvement in sentiment

Figure 4.2: Ease of use sentiment comparison, 2005-2006

Ease of use buzz: bugs and errors dominate

Figure 4.3: Ease of use buzz by sub-topic of discussion

Ease of use sentiment: only navigation attracts positive discussion

Figure 4.4: Ease of use buzz sentiment by sub-topic

Ease of use: sub-topics of discussion

Bugs and errors: frequent problems taint service experience

Figure 4.5: Bugs and errors buzz by sentiment

Navigation: users like to ‘channel hop’

Figure 4.6: Navigation buzz by sentiment

Battery life: preventing increased usage

Figure 4.7: Battery buzz by sentiment

Comfort: area of future concern?

Figure 4.8: Comfort buzz by sentiment

CHAPTER 5 USE - CASES : END USERS LOVE ‘MOBILE’ TV

Use-cases: overwhelming positive sentiment

Figure 5.1: Use-cases overall buzz by sentiment

Comparison with 2005: major improvements in perceptions

Figure 5.2: Use-cases sentiment comparison, 2005-2006

Use-case buzz: “where” used the focus of discussion

Figure 5.3: Use-cases buzz by sub-topic

Use-cases sentiment: seen as compelling concept

Figure 5.4: Use-cases buzz by sentiment and sub-topic

Use-cases: sub-topics of discussion

‘Where’: commuting seen as a key use-case

Figure 5.5: “Where” buzz by sentiment

‘Why’: users less clear on actual benefits

Figure 5.6: “Why” buzz by sentiment

‘When’: morning and evening commute are favourite

Figure 5.7: “When” buzz by sentiment

‘How long’: filling up dead time a key use

Figure 5.8: “How long” buzz by sentiment

CHAPTER 6 VALUE FOR MONEY: SERVICE EXPERIENCE HOLDS BACK VALUE PERCEPTIONS

Value for money: negative sentiment common

Figure 6.1: Value for money buzz by sentiment

Comparison with 2005: value perceptions becoming more negative

Figure 6.2: Value for money sentiment comparison, 2005-2006

Value for money buzz: subscription charges the focus of discussion

Figure 6.3: Value for money buzz by sub-topic

Value for money sentiment: bundles are well perceived

Figure 6.4: Value for money buzz by sentiment and sub-topic

Value for money: sub-topics of discussion

Subscription: seen as poor value tied to poor quality

Figure 6.5: Subscription buzz by sentiment

Bundles: users love to pick and chose their content

Figure 6.6: Bundle buzz by sentiment

General value for money: cost dissuades adoption for some

Figure 6.7: General value for money buzz by sentiment

Data usage: a concern for off-net providers

Figure 6.8: Data usage buzz by sentiment

CHAPTER 7 CONTENT: USERS LOVE IMPROVING RANGE OF CONTENT

Content: overall sentiment positive

Figure 7.1: Content buzz by sentiment

Comparison with 2005: positive sentiment growing

Figure 7.2: Content sentiment comparison, 2005-2006

Content buzz: improving range/choice the focus

Figure 7.3: Content buzz by sub-topic

Content sentiment: specific content well-liked

Figure 7.4: Contents buzz by sentiment and sub-topic

Content: sub-topics of discussion

Range/choice: users impressed by the channel variety

Figure 7.5: Range/choice buzz by sentiment

Specific content: sport content well liked

Figure 7.6: “Specific content” buzz by sentiment

Quality: poor content is poor content

Figure 7.7: ‘Content quality; buzz by sentiment

CHAPTER 8 ANALYSIS BY COUNTRY

France: improved applications impact discussion

French buzz: improved ease of use drives discussion

Figure 8.1: France; buzz by topic

French sentiment: improved navigation partially offsets usability concerns

Figure 8.2: France; buzz by sentiment and topic

Germany: quality the focus of discussion

German buzz: little focus on content

Figure 8.3: Germany; buzz by topic

German sentiment: criticisms hold back use-case perception

Figure 8.4: Germany; buzz by topic and sentiment

UK: improved range of content improves value perceptions

UK buzz: content a growing topic, held back by quality

Figure 8.5: UK; buzz by topic

UK sentiment: positive perception of value and content

Figure 8.6: UK; buzz by topic and sentiment

US: quality impacts value perceptions

US buzz: quality the focus, usability less of an issue

Figure 8.7: US; buzz by topic

US sentiment: quality experience drives value complaints

Figure 8.8: US; buzz by topic and sentiment

CHAPTER 9 SUMMARY: THE MOST IMPORTANT AREAS TO CONSUMERS

Figure 9.1: Top five sub-categories by volume of buzz

Figure 9.2: Summary of key end-user issues by overall sentiment

APPENDIX: DETAILED METHODOLOGY

Abstract

• Trend Analysis showing changes over 2005
• Country analysis for France Germany, the UK and the US
• Individual sections provide in depth analysis by key area; content, quality, ease of use, use cases and value for money

• Online buzz about Mobile TV has grown 700% year on year during 2006.
• Interest is spreading from early adopters to mainstream audience
• Opinions on the issues that need to be dealt with to secure wider adoption and regular use
• What attracts consumer viewers to Mobile TV
• The exact issues that are troubling consumers, and how to satisfy consumer expectations

• Germany
• UK
• US

• Mobile Operators to understand the mobile portal space, and mobile content as a whole
• Content providers to exploit the big opportunities the revenue available in the marketplace
• Technology /Handset providers to understand how consumers use mobile content and to prioritize what they need handsets to do
• Broadcasters, and independent, and global TV production companies to understand how the mobile TV and Video industry works and applied to their business models

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