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Mobile TV in India Understanding the Mobile Entertainment Needs of Indian Users

Published by: Springboard Research

Published: Feb. 20, 2008 - 42 Pages


Table of Contents


INTRODUCTION

EXECUTIVE SUMMARY

TAXONOMY

What is Mobile TV?

Mobile TV Technology Standards

RESEARCH METHODOLOGY

Secondary Research

Demand-side Primary Research

OVERVIEW OF THE INDIAN MOBILE MARKET

Subscriber Growth: 2005-2007

Value-Added Services in India

MOBILE TV IN INDIA: CURRENT STATE OF THE MARKET

Noteworthy Recent Developments

Policies, Regulations and Technology Standards

Ongoing Field Trials

Vendor/Service Provider Activities

MOBILE TV IN INDIA: PRIMARY SURVEY RESULTS

Handsets: Features and Functionalities

Non-Voice Features Usage and Monthly Expenditure

Attitude Toward a New Service

MOBILE TV SERVICE MARKET SIZE AND PENETRATION

SPRINGBOARD RECOMMENDATIONS

CONCLUSION.

Abstract

This Springboard Research report examines factors that will determine the adoption, popularity and success of mobile TV services in India. In order to gain in-depth insight into the Indian users’ mind, our report further analyzes current mobile usage patterns, mobile services expenditures and users’ inclinations to adopt new content-based services. In addition, Springboard has analyzed mobile services’ association with various media, such as the Internet and television. Each factor examined in this report will be instrumental in determining how closely Indians embrace mobile TV. To gain a complete understanding of the mobile market in India, our analysis is based on the responses of 1,215 mobile users in six leading Indian cities, extensive interviews with senior industry executives and in-depth secondary research.

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