Abstract
"Although people generally like the programming, only 6% of Mobile TV buzz is
about the content itself." Source Mobile TV: End User Opinion
Mobile TV: End User Opinion provides detailed analysis of what consumers say
they like and dislike about Mobile TV, how they use it and what they would
like to see improved?
Key Coverage
The report provides an extensive and detailed analysis of end user opinion towards mobile TV:
- Trend Analysis showing changes over 2005
- Country analysis for France Germany, the UK and the US
- Individual sections provide in depth analysis by key area; content,
quality, ease of use, use cases and value for money
Market Data
Key findings were:
- Online buzz about Mobile TV has grown 700% year on year during 2006.
- Interest is spreading from early adopters to mainstream audience
- Opinions on the issues that need to be dealt with to secure wider adoption
and regular use
- What attracts consumer viewers to Mobile TV
- The exact issues that are troubling consumers, and how to satisfy consumer
expectations
Who should read this report
- Mobile Operators to understand the mobile portal space, and mobile
content as a whole
- Content providers to exploit the big opportunities of the revenue
available in the marketplace
- Technology /Handset providers to understand how consumers use
mobile content and to prioritize what they need handsets to do
- Broadcasters, and independent, and global TV production companies
to understand how the mobile TV and video industry works and apply to your
business models
Countries / Sectors / Companies covered
2006 has been a key year for launching mobile TV and this report gives an
early indicator of how services are likely to perform.
The report is based on the following areas:
Mobile TV: End User Opinion report provides an interesting insight for all key
players in the mobile TV industry, presenting you with consumer views enabling
you to build your business strategy on first-hand information.
Table of Contents
CHAPTER 1
EXECUTIVE SUMMARY
- Mobile TV fascinates consumers
- Sentiment towards mobile TV grows negative
- Mobile TV disappoints user expectations
Background and scope
- Discussion classification scheme
- Categorisation definitions
- Content definition
- Customer care definition
- Ease of use definition
- Marketing definition
- Quality definition
- Restrictions definition
- Use-cases definition
- Value for money definition
Summary methodology and terminology
CHAPTER 2
ANALYSIS OF BUZZ: WHAT DO CONSUMERS TALK ABOUT?
- Quality and ease of use dominate discussion
- Figure 1.1: Overall buzz by topic of discussion
- Buzz comparison 2005/2006: consumer interest in mobile TV growing strongly
- Figure 1.2: Mobile TV overall buzz comparison, 2005-2006
- Buzz sentiment comparison 2005-2006: negative sentiment outgrows positive
- Figure 1.3: Buzz sentiment comparison, 2005-2006
CHAPTER 3
QUALITY: THE PRIMARY CONCERN FOR CONSUMERS
- Quality: overall sentiment mixed
- Figure 3.1: Quality buzz by sentiment
- Comparison with 2005: quality perceptions declining
- Figure 3.2: Quality sentiment comparison, 2005-2006
- Quality buzz: image quality the main concern
- Figure 3.3: Quality buzz by sub-topic of discussion
- Quality sentiment: picture quality mixed, but small screens disliked
- Figure 3.4: Quality buzz sentiment by sub-topic of discussion
- Quality: sub-topics of discussion
- Picture: mixed perceptions
- Figure 3.5: Picture buzz by sentiment
- Screen size: a perceptual barrier for some
- Figure 3.6: Screen size buzz by sentiment
- Audio: loss of synchronisation annoys
- Figure 3.7: Audio buzz by sentiment
- Reception: "bursty" network performance
- Figure 3.8: Reception buzz by sentiment
CHAPTER 4
EASE OF USE: BUGS AND ERRORS COMPROMISE USABILITY
- Ease of use: strongly negative sentiment
- Figure. 4.1: Overall ease of use sentiment
- Comparison with 2005: little improvement in sentiment
- Figure 4.2: Ease of use sentiment comparison, 2005-2006
- Ease of use buzz: bugs and errors dominate
- Figure 4.3: Ease of use buzz by sub-topic of discussion
- Ease of use sentiment: only navigation attracts positive discussion
- Figure 4.4: Ease of use buzz sentiment by sub-topic
- Ease of use: sub-topics of discussion
- Bugs and errors: frequent problems taint service experience
- Figure 4.5: Bugs and errors buzz by sentiment
- Navigation: users like to ' channel hop'
- Figure 4.6: Navigation buzz by sentiment
- Battery life: preventing increased usage
- Figure 4.7: Battery buzz by sentiment
- Comfort: area of future concern?
- Figure 4.8: Comfort buzz by sentiment
CHAPTER 5
USE-CASES: END USERS LOVE ' MOBILE' TV
- Use-cases: overwhelming positive sentiment
- Figure 5.1: Use-cases overall buzz by sentiment
- Comparison with 2005: major improvements in perceptions
- Figure 5.2: Use-cases sentiment comparison, 2005-2006
- Use-case buzz: "where" used the focus of discussion
- Figure 5.3: Use-cases buzz by sub-topic
- Use-cases sentiment: seen as compelling concept
- Figure 5.4: Use-cases buzz by sentiment and sub-topic
- Use-cases: sub-topics of discussion
- ' Where' : commuting seen as a key use-case
- Figure 5.5: "Where" buzz by sentiment
- ' Why' : users less clear on actual benefits
- Figure 5.6: "Why" buzz by sentiment
- ' When' : morning and evening commute are favourite
- Figure 5.7: "When" buzz by sentiment
- ' How long' : filling up dead time a key use
- Figure 5.8: "How long" buzz by sentiment
CHAPTER 6
VALUE FOR MONEY: SERVICE EXPERIENCE HOLDS BACK VALUE PERCEPTIONS
- Value for money: negative sentiment common
- Figure 6.1: Value for money buzz by sentiment
- Comparison with 2005: value perceptions becoming more negative
- Figure 6.2: Value for money sentiment comparison, 2005-2006
- Value for money buzz: subscription charges the focus of discussion
- Figure 6.3: Value for money buzz by sub-topic
- Value for money sentiment: bundles are well perceived
- Figure 6.4: Value for money buzz by sentiment and sub-topic
- Value for money: sub-topics of discussion
- Subscription: seen as poor value tied to poor quality
- Figure 6.5: Subscription buzz by sentiment
- Bundles: users love to pick and chose their content
- Figure 6.6: Bundle buzz by sentiment
- General value for money: cost dissuades adoption for some
- Figure 6.7: General value for money buzz by sentiment
- Data usage: a concern for off-net providers
- Figure 6.8: Data usage buzz by sentiment
CHAPTER 7
CONTENT: USERS LOVE IMPROVING RANGE OF CONTENT
- Content: overall sentiment positive
- Figure 7.1: Content buzz by sentiment
- Comparison with 2005: positive sentiment growing
- Figure 7.2: Content sentiment comparison, 2005-2006
- Content buzz: improving range/choice the focus
- Figure 7.3: Content buzz by sub-topic
- Content sentiment: specific content well-liked
- Figure 7.4: Contents buzz by sentiment and sub-topic
- Content: sub-topics of discussion
- Range/choice: users impressed by the channel variety
- Figure 7.5: Range/choice buzz by sentiment
- Specific content: sport content well liked
- Figure 7.6: "Specific content" buzz by sentiment
- Quality: poor content is poor content
- Figure 7.7: ' Content quality; buzz by sentiment
CHAPTER 8
ANALYSIS BY COUNTRY
- France: improved applications impact discussion
- French buzz: improved ease of use drives discussion
- Figure 8.1: France; buzz by topic
- French sentiment: improved navigation partially offsets usability
concerns
- Figure 8.2: France; buzz by sentiment and topic
- Germany: quality the focus of discussion
- German buzz: little focus on content
- Figure 8.3: Germany; buzz by topic
- German sentiment: criticisms hold back use-case perception
- Figure 8.4: Germany; buzz by topic and sentiment
- UK: improved range of content improves value perceptions
- UK buzz: content a growing topic, held back by quality
- Figure 8.5: UK; buzz by topic
- UK sentiment: positive perception of value and content
- Figure 8.6: UK; buzz by topic and sentiment
- US: quality impacts value perceptions
- US buzz: quality the focus, usability less of an issue
- Figure 8.7: US; buzz by topic
- US sentiment: quality experience drives value complaints
- Figure 8.8: US; buzz by topic and sentiment
CHAPTER 9
SUMMARY: THE MOST IMPORTANT AREAS TO CONSUMERS
- Figure 9.1: Top five sub-categories by volume of buzz
- Figure 9.2: Summary of key end-user issues by overall sentiment
APPENDIX: DETAILED METHODOLOGY
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