Ericsson today revealed that a quarter of all Australian mobile users are already able to receive TV quality advertising on their phones.
A recent study by Ericsson's globally recognised Consumer Lab found that one in four Australian mobile phone users have access to Mobile TV services and a third of those already use the service. The research follows a series of new developments introduced by Ericsson that is changing the way we look at TV, making it two-way, interactive, personalised and mobile.
Daniel Segal, Ericsson's Networked Media Manager said: "For a long time we've been talking about the potential of Mobile TV and now it's a reality. Operators and media companies are experiencing growing revenue opportunities with this technology, while giving consumers greater flexibility through access to an array of services such as interactive Mobile TV and personalised content."
Ericsson showcased its latest Mobile TV content solutions in conjunction with Turner Broadcasting System International and Endemol at last week's 3GSM World Congress in Barcelona.
Ericsson also conducted the world's first live demonstrations of Mobile TV using its Multimedia Broadcast Multicast Service (MBMS) last week at 3GSM. MBMS delivers Mobile TV over existing 3G networks and allows a virtually unlimited number of users to use the service concurrently.
Ericsson has recently been trialing personalised Mobile TV advertising with the Norwegian Broadcasting Corporation (NRK). Advertisements are interactive, customised to ensure their relevance to individual viewers, and tailored to the end customer's age, gender, location and personal interests. Advertising content also spans an array of formats, including videos, banners, ticker texts and branded downloadable content.
Ericsson is acting as a trusted Mobile Channel Partner, Prime Integrator and Managed Service provider for multimedia solutions to telecoms and media organisations that are looking to exploit the Networked Media opportunity.
Ericsson is shaping the future of Mobile and Broadband Internet communications through its continuous technology leadership. Providing innovative solutions in more than 140 countries, Ericsson is helping to create the most powerful communication companies in the world.
Read more at http://www.ericsson.com.au
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About Ericsson Consumer Lab findings on Mobile TV
Ericsson's Consumer Lab study indicates that Mobile TV is a potential top-three service for 3G mobile phone users. The 2006 Australian survey, released last month, showed that one in four Australian mobile phone users have access to Mobile TV services and a third of those already use the service. In terms of interest in Mobile TV content, the top three are news (with 49% of Australians being interested) comedy (43%) and sports (29%).
About the Ericsson NRK Personalised Mobile TV Advertising trial
In December 2006, Ericsson and the Norwegian Broadcasting Corporation (NRK) announced the launch of a trial of personalised Mobile TV advertising. The trial sees advertisers employ customised marketing with individual Mobile TV viewers, with content provided by agency partner, Proximity Oslo, a part of the global BBDO network. Advertisements will be interactive, customised to ensure their relevance to individual viewers, and tailored to the end customer's age, gender, location and personal interests. Advertising content will also span an array of formats, including videos, banners, ticker texts and branded downloadable content.
About Ericsson's global Mobile TV Advertising study
Ericsson presented its results from a global study on the business potential of Mobile TV advertisements in 2006. Ericsson interviewed 40 senior executives across Europe and the US, including representatives from TV broadcasters, consumer brands, service providers, operators, and media and marketing agencies. The results recognise the unique value-add that the mobile channel offers compared to regular TV advertising, due to the fact that it is more targeted and viewers are more actively involved. Personalisation and interactivity set Mobile TV apart as an advertising medium.
About Ericsson's live demonstration of MBMS
Ericsson conducted the world's first live demonstrations of Mobile TV using its Multimedia Broadcast Multicast Service (MBMS) at 3GSM World Congress in Barcelona last week.
About Ericsson's Mobile TV website
Ericsson launched the Mobile TV website at 3GSM World Congress in Barcelona last week. The web site is a one-stop shop, showcasing Ericsson's innovative Mobile TV technology, solutions and customer success stories.
To view the site, visit: www.ericsson.com/mobiletv
About Ericsson's capabilities
Whether it's developing off-deck mobile news portals, adding broadcast capabilities to mobile networks, developing applications for interactivity and new personal advertising features, or enabling everyday consumers to participate in TV programs, Ericsson understands the complexity involved in the deployment of such solutions and continues to lead the world in the provision of critical enabling technology.
