Problem:
9% of UK mobile subscribers accessed video on their mobile last month, but just 0.8% accessed Broadcast TV on their mobile. Although the demand exists, broadcasters can’t create an audience for Mobile TV due to technology constraints.
Solution:
DVB-H (Digital Video Broadcasting – Handheld) enabled devices have an inbuilt chip (top right) that picks up TV signals. They use the same frequency as Freeview, so images are immediate and crystal clear, effectively offering consumers a portable Digital TV.
Market Readiness:
DVB-H is a key feature of Nokia’s new N96 and N92 (bottom left), and we can expect more DVB-H enabled devices in 2009.
Uptake will be slow however, since operators will initially charge users to access the service.
Deals already in place see users spending £2/day to access their partners’ video content, so there is no incentive for operators to promote the service.
Potential for Advertisers:
Mobile TV is no threat to the dominance of ‘at home viewing’ (3.5hrs avg. usage/day) but the behaviours are very different.
The ‘Mobile Audience’ will watch most during travel times: 0800-0930 and 1630-1800, so broadcasters should schedule programming to meet viewer demands.
I predict this will result in mobile-specific variants of existing channels, where popular programs are scheduled during travel times. Advertisers should therefore consider mobile specific creative, tapping into the users’ on-the-move psyche with a firm call to action such as “go in-store now!”
