Results from pilots on DVB-H mobile TV services amongst consumers in Finland, the UK, Spain and France have revealed clear consumer demand for such services as well as important indications over future business models for commercial mobile TV services, according to Nokia.
DVB-H technology allows TV channels to be distributed to mobile devices, with broadcast quality picture, reduced battery consumption and wide range of channels (up to 50 channel are possible).
Each of the pilots involved Nokia and a broad spectrum of companies, including broadcasters, mobile operators and broadcast network providers, revealing the widespread interest in making mobile TV a reality. Each pilot also involved broadcasts of live digital TV content over DVB-H networks to the Nokia 7710 smartphone.
Interim results from the pilot in Oxford, UK, revealed that 83% of participants were satisfied with the service and over three quarters (76%) said they would take up the service within 12 months. In France, 68% said they would pay for mobile TV services while over half (55%) in Spain were willing to do so. Nearly 75% of Spanish participants would recommend the service to friends and family.
The most popular pricing model is a monthly subscription for a package of channels. In the Helsinki pilot, half of those that took part thought €10 per month was a reasonable price to pay, while in France, 68% were willing to pay €7 per month for mobile TV services.
The UK results reveal a lunchtime viewing peak higher than the normal TV pattern, while in France, participants watched mobile TV for 20 minutes on average per day with early morning, lunchtime and mid evening representing the periods of highest use. The Spanish pilot also reveals mobile TV viewing spread throughout the day with early evening representing peak viewing.
The most popular types of content were news, sports, music, soaps and documentaries. In the Finnish pilot, the San Marino and Monaco Grand Prix as well as the UEFA Champions League match between Liverpool and AC Milan were among the top 10 programs viewed.