Mobile TV
Mike Short
Vice President, Research & Development - Group
Technology , O2 plc
mike.short@o2.com
Roles of Arqiva and O2
ARQIVA
 Transmission network
 End-to-end system
 Content
 Research data
O2
 Identify/recruit 375 customers who
reside and ‘roam’ in trial area
 Supply handsets
 Provide customer care
 Research data
Commercial Confidential
Worldwide Developments

Korea – Commercial Service
–

Spectrum allocated for two networks - commercial
services in 2006
Italy
–

by 2010 –
USA
–

300K subscribers forecast to grow to 6.6M
TU Media
Commercial service 2007, TIM and Mediaset
Finland
–
License tender issued by Finnish Government to be awarded in early 2006
Commercial Confidential
Why trial Mobile Broadcast TV?
 Pre-Trial research showed strong consumer interest - 56% said good/really
good idea
 23% said they would take up service within 12 months
 Mobile phones are no longer just “phones”
– Creating content - cameras
– Being entertained – games, music, tv
– Multimedia devices
 UK market for mobile content was £600m (2005)
 Global Interest – evidenced by many trials worldwide and commercial service
announcements (20+)
Timeline – Mid-term update
Network Build
Testing
Analysis
Trial
Began May
Recruitment
Triallist rollout
29/30th Sept
Launch event 22nd Sept
Testing & recruitment
began 5th Sept
Mid-term
update early
2006
Trial end
Spring
2006
Results
Spring 2006
What we couldn’t trial
 One or Two-way radio
 Media Rich Interactive Services
– Web-links
– Interactive content
– Mobile Commerce
 Regional Services or Targetted Advertising
 More than 16 channels or “made for mobile” content
 Advanced features such as ‘Catch-up TV’
Me TV’
and ‘See
But … we also knew what the cellular demand was
 This could all add up to a ‘Personal TV’ experience
Participating channels
Market research
 Usage of service
– Where, when, how often, how long
 TV service’s appeal & acceptance
– Number & type of channels
 Adequacy of the trial services
– Quality (picture and sound), reliability,
enhancements
coverage,
 Take-up intentions
– Likelihood and any barriers
 Value and payment preferences
– Explore subscription/pay as you go/pay per view etc
Current TV Service Received of Triallists
Average TV Viewing: 3.4 hours a day
Standard
Analogue
32%
4% 5%
4%
14%
27%
Freeview
Receiver
22%
18%
Cable
TV
15%
28%
1 hour or less
5 hours
2 hours
6 hours
3 hours
7 hours+
Commercial Confidential
4 hours
Satellite
TV
32%
Usage Levels – How Much (%)
Weekly Viewing
 Over 3 hours per week
Viewing Durations
 Average 23 minutes per session
 Wide range of viewing durations
 Includes short and long-form
programmes
*How long on average do you watch the mobile tv service at any one time?
Usage Levels – Where (%)
80
70
60
50
40
36
30
23
20
21
7
10
0
1
Home
At work/
uni
Bus
Car
Wait for
others
2
Pub
1
On street
Month 2
*Q Where do you use the service most often (%)?
3
Bus stop
Usage Levels – Time of Day
9am
6 pm
*Q When do you use the service most often?
Usage Levels – Time of Day
Viewing Peaks
 Breakfast/Morning Commute
 Lunchtime
00
0
:0
0:
0
:0
:0
24
22
0
20
0
:0
18
0
:0
:0
16
0
:0
12
F in P ilo t
14
0
0
:0
:0
10
0
:0
06
08
0
0
:0
:0
04
02
00
:0
0
 Early Evening
O x fo rd T ria l
*At what time of day do you watch the mobile tv service most often?
Category Champions (%)
16 channel line-up
 Proving very popular
 Evidenced by 83% satisfaction
level
Channel Branding Important
 ‘Made for Mobile’ content
needs more development
Most Popular Genres
 News, Soaps, Music, Docs,
Sports
 Lunchbreak - favourite
daytime soaps
Other Feedback
High Satisfaction Levels
 83% satisfied or better with the service
Satisfaction Drivers
 Choice of channels
 High Picture and Sound Quality
 Electronic Services Guide (ESG)
High Take-up Intentions
76% of triallists would take up service within 12
months at an acceptable price
This demonstrates that the majority of triallists are
prepared to pay for a service
Other Feedback
Consumers also interested in:
 Digital radio channels
 PVR type functionality
 Interactive services
 Web links to broadcaster/other content
Number of Channels
16 channels is felt to be adequate choice
Next Steps
Trial Results
Release more results as the trial progresses
Government
Keep Government informed of our findings
Make spectrum issues clear to Government
Delivery partnership
Explore collaborative UK cross-industry co-operation
Conclusions
 High satisfaction and clear consumer demand
 Home usage has exceeded our expectations
 Channel choice is a clear driver of usage
 Today channel brands offer the strongest category champions
 ‘Mobile TV’ alone does not convey the demand we have seen in
Oxford so far
 ‘Personal TV’ will take us beyond broadcasting as we know it
today