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BizReport : Research archives : February 14, 2007

Mobile TV losing steam in Europe

A new study from M:Metrics indicates a waning interest in mobile television in Europe. According to study results, there were more people involved with mobile television in the past then there are currently.

by Kristina Knight

Those previously using mobile TV services outrank current users by about 20% according to M:Metrics.

The price of mobile TV services is a leading factor in the waning interest, according to the report. About 45% of survey respondents listed price as the reason they switched off of the services. However, the quality of those broadcasts is also listed as a factor in the lack of use. Roughly 24% of survey respondents said service quality and reliability caused them to turn off their mobiles.

Paul Goode, senior analyst, M:Metrics said in a prepared statement, "Once the basic requirements of quality and reliability are good enough, the focus will rightly shift to issues of programming, brands and marketing in addition to price. This research highlights the need to address quality and reliability so the industry can retain viewers, which is a key part of growing audience numbers."

Mobile television has been slow to gain popularity in the United States. Qualcomm and Modeo, which operate in Europe, are now beginning to form partnerships with U.S. mobile companies to provide television programming to mobile phones.

Tags: mobile ads, mobile marketing

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