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More and more mobile TV and video services are coming on the market, spurred by mobile operators’ drive to promote 3G services and step-up subscriber migration, and enabled by the allocation of mobile broadcasting licences. Although the technical (3G network capacity) and legal (spectrum access) challenges appear to have been pinpointed, if not resolved, operators are nevertheless adopting a wide variety of strategies in their offers, favouring either video on demand or live TV, channels on a per-unit basis or in packages. Feedback from pioneer rollouts and trials reveal a real interest on the part of consumers, depending on the billing model, and the services’ ability to satisfy their growing appetite for individualised consumption, both at home and when on the move. As a result, other outlets for mobile TV and video are emerging as the mobile phone is incorporated into the digital home (downloads from the PC to the mobile, retransmission of broadcast services), and so by-passing the use of networks, while the growing popularity of video communities could well give “editorialised” video a run for its money. More significant still, at a time when households’ electronic communication consumption is becoming increasingly accesscentric, so robbing content of its value, questions are being raised over video and TV services’ economy, as free and for-pay models go head to head, combined with uncertainties over the added revenues that mobile TV might generate, and the lingering conflict between remuneration for access or remuneration for content. |
