Enrique Dans, one of the most influential bloggers in Spain, posted some interesting data about the Broadcast Mobile TV trials run by Abertis in Spain with each of the main mobile operators. Here is the translation:
“There has been three trials in Spain, run by Abertis, using Nokia 7710 handsets:
- Telefónica in Madrid and Barcelona from September 2005 to February 2006: 500 users, content from TVE1, TVE2, Teledeporte, 24H, Cuatro, CNN+, Jetix, 40TV, A3, Telecinco, FDF, TV3, Telemadrid, LaOtra and Intereconomia. 55% of the users said they would continue with the service for a price of €5/month, 75% would recommend it. Average usage was 16 minutes per day, with 71% between 15 ans 20 minutes.
- Vodafone in Seville and Valencia from December 2005 to March 2006: 300 users, content from Antena 3 TV, Net TV, Sogecable, Telecinco, Canal Sur, RTVE, Canal Nou and Veo TV. 80.08% would recommend the service, 80% considered it was easy to use. Average usage 35.39 minutes/day on weekdays and 37.90 minutes/day om weekends.
- Amena (now Orange) in Zaragoza and Gijón from March to July 2006: 200 users, content from TVE1, Teledeporte, Canal 24h, Tele5 estrellas, Nova, Neox, Cuatro, 40 latino, CNN+, Net TV, Veo TV, Aragón TV and TV Asturiana.”
The results of the trials were quite promising in terms of usage and user experience. Since 2006 there has been serious improvement in the user interface, with the use of more sophisticated Rich Media Clients and a wider variety of handsets available. Rich Media Clients are Software clients installed in the handsets that allow for a more intuitive usage and better interactivity, including Electronic Service Guide. Therefore, expect a better user feed-back than two years ago.
The price model that we can foresee for Mobile TV is based on subscription. Since DVB-H and DVB-SH are broadcast technologies, there is no reason to charge based on usage the way 3G operators do today on unicast model, where the spectrum is occupied by a unicast channel for each user. All-you-can-eat model based on a flat fee is what broadcast Mobile TV technology enables.
Many Mobile operators deploying DBV-H/SH will have a hybrid model with both broadcast (for mass channels) and unicast (for video on demand and catch-up TV). We can foresee pricing models such as :
- Basic fee with access to Free-to-air TV broadcast channels (under 5 Euro/month)
- Premium broadcast channels to be subscribed individually or in bundles (1-3 Euro per individual Premium channel, and 5-10 Euros for bundles)
- Video on demand over unicast channels with pay-per-clip or with subscriptions to Video on demand “channels”
Although there is an investment to build an overlay DVB-H/SH network for broadcast Mobile TV, Mobile Operators are in an unique position to take a share of the entertainment market:
- They own the mobile phone users and have a trusted billing relationship
- Mobile Operators can provide a broadcast and unicast combined package to users
- 3G Operators can re-use sites and antennas by deploying DVB-SH in a band adjacent to UMTS
Mobile TV is getting closer to our pockets.