A new survey by Continental Research has revealed that the number of subscribers to mobile TV is actually decreasing. How significant is this for the industry?
At this stage, not very. In other parts of the world mobile TV is much more established and has proved to be a success. The UK has never been an ‘early adopter’ market and there is enough momentum behind mobile TV to ensure that this early blip in adoption will be overcome.
What the industry does need to do though, is make sure that it has a compelling proposition for the average consumer. In terms of content we are getting there, but operators need to make their charging models clear and above all, affordable. Making mobile TV easy to use is crucial, and a user-friendly navigation system could be instrumental in boosting subscription numbers. Once everything is in place I’m confident mobile TV will really take off in the UK. To borrow a line from the movies – “if you build it, they come!”