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Free-to-air TV drives handset sales

Posted: 02 May 2008     Print Version  Bookmark and Share

Keywords:Free-to-air mobile TV  handset  built-in feature 

A survey made by Telegent in China revealed that Free-to-air mobile TV was a significant factor to recent handset sales, with 85 per cent of respondents saying that the primary influence driving their handset purchase decision was the built-in feature compared to screen size, camera, music capability or fashion.

The feature also continues to be a compelling feature after purchase in China where there are now more than three million users of free-to-air mobile TV, with 74 per cent of respondents watching television on their handset for thirty minutes or more at a time, and 54 per cent watching five times a week,

Weijie Yun, president and CEO of Telegent said, "mobile TV, when it provides consumers with access to the same live, familiar programming that they view and enjoy at home, is a highly attractive feature with continuing perceived value following purchase,"

Increasing market
Consumers involved in the survey did not only integrate free-to-air mobile TV into their daily routines, but also found long-term value in the feature, the survey said. Based on the survey, 90 per cent found the free-to-air TV feature interesting or useful even after four to six months of use. Sixty per cent recommended the feature to friends and family.

Almost half of those surveyed watched TV on their handset while travelling, with 43 per cent watching at home and 17 per cent while at the office. Mobile TV was found to be most popular between 7-8pm, followed by a morning commute peak of 7-9am, allowing operators and broadcasters to reach a broader audience in a variety of locations.

"Mobile TV uptake is significantly influenced by the content that consumers are able to view on their handsets," said Michelle Abraham, principal analyst at In-Stat. "The growing success of free-to-air mobile TV services suggests consumer preference for programs that are most like what people view at home."

Content, picture quality requirement
Picture quality has also plays a key role in market adoption, with 88 per cent of respondents finding the quality acceptable. The consumers in the study who perceived quality as acceptable watched TV more frequently, for longer durations and were more likely to recommend the mobile TV feature to family and friends.

Telegent interviewed more than 400 consumers who purchased their handsets, half of which were interviewed in February 2008, and the other half of which were interviewed between July and September of 2007.





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