'People are generally watching mobile TV longer and longer'

Aloysius Choong Personal systems market analyst, IDC 

What is the biggest obstacle to consumers using their handset as a mobile TV and video platform?

Consumers should understand intuitively the concept of mobile TV. But given their preconceptions, they are asking: so why do I need a mini TV? The industry can drive usage and experience of the service through pricing for mobile TV, which should be designed to drive mass market use, rather than to squeeze early adopters and tech-savvy users.

What is the point of mobile TV when handset battery life is so low?

Handset vendors have shown themselves to be experts at maximising power efficiencies. For mobile TV, they use a technique called time-slicing, where data is received in large, short bursts, and the device then conserves power between bursts. We can expect other improvements in power efficiency.

With such a small handset screen, doesn’t it detract from the experience?

Why do people peer into the tiny screens of their GameBoys when they have powerful game consoles sitting at home? Mobile TV phones may come with smaller displays and reduced features, but they bring a nice set of advantages in convenience and place-shifting.

Content is being increasingly developed specifically for mobile, but is there enough to meet demand?

Short, entertaining programmes are ideal for watching TV on-the-go, but existing television programmes can go a long way. After all, one of the biggest drivers of mobile TV shipments in Korea was the 2006 World Cup. Other content, such as news and sitcoms, can also be effectively repackaged for viewing on a mobile handset.

Air travellers aside, do consumers on the run actually have time to watch TV?

I was in Korea recently, and I spotted a couple of individuals who were glued to their devices. One of them was a passenger on the subway, while the other was a street seller. Both are classic examples of consumers who will see the need for mobile TV — commuters and those working outdoors.

What do you most enjoy watching on mobile TV?

If there were ad-driven free channels, I would channel surf regularly. I might even be persuaded to stump up some cash for sports, if it means that I don’t have to go home to catch a game.

 

 

Rosemary Tan Director, mobile entertainment, SPTI Asia-Pacific

What is the biggest obstacle to consumers using their handset as a mobile TV and video platform?

This is a difficult question to answer. Different pieces of the puzzle are linked together, but if I have to pick one thing, it’s a very simple charging scheme to the consumer. There needs to be a simple one-price scheme, especially so for video consumption on 2.5G and 3G, which includes content, data and traffic — which makes it easier for consumers to understand. 

What is the point of mobile TV when handset battery life is so low?

I’m not too worried about it because, like all technologies, it will improve dramatically. In the past, handsets were like chunks of brick. Nowadays, the battery life is much longer and improving constantly, so we really don’t have to worry about it long-term.

With such a small handset screen, doesn’t it detract from the experience?

I don’t think so. This is a very personal and mobile screen. It’s extremely easy to use with lots of great content; consumers will still use it on a regular basis.

Content is being increasingly developed specifically for mobile, but is there enough to meet demand?

I think that in time there will be more branded content. Consumers are becoming more comfortable with that type of content, and they trust those brands.

Air travellers aside, do consumers on the run actually have time to watch TV?

From various research and trial data we’ve seen, prime-time for mobile TV and general video consumption is in the morning and evening commute times, lunchtime and at home. It also comes down to behaviour, whether they’re watching it to kill time, or because the content is interesting. People are generally watching it longer and longer.

What do you most enjoy watching on mobile TV?

Personally, I really enjoy watching anime. It’s brilliant on mobile and comes across really well, and, because of my job, I actually watch it quite a bit. People I’ve shown it to absolutely love it.