Mobile television has been given a fillip by the publication of two reports that promise a glowing future for the burgeoning medium. According to a study by technology publisher Informa Telecoms & Media, mobile TV will experience significant growth over the next five years, after phone owners have experimented with viewing over their handsets during the FIFA World Cup.
And 60% of people surveyed for the research company's new report, New Mobile Services—Europe 2006, expressed a willingness to use and pay for video calling (though only 6% had so far made use of the format).
However, 65% of respondents expressed zero tolerance for mobile advertising, which they regarded as intrusive—especially when featured during paid-for content—and likened to spam e-mail.
The latest reports from Informa and Portio follow a forecast earlier this year from internet research firm eMarketer that worldwide users of paid or sponsored mobile broadcast video services will exceed the 100m mark by the end of 2009.
Lovelace Consulting | 12.06.2006