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- 2008 /
- April-June 08 /
Trends favor individualized TV
For the hundreds of telecoms at the MIPTV Featuring MILIA event on April 7-11, there is a vast offering of mobile TV content from which to choose, and a chance to keep an eye on some critical trends.
April 7, 2008
Martin Garner, director of wireless for consultants Ovum, says consumers will demand from mobile TV the same flexibility and individualization they get with personal recording devices and the internet.
"People will prefer to go and get what they want, and at the time they want it, rather than shuffle through the channels to see what's on," Garner says. "You see that with things like automated banking and online shopping; there's a bigger, macro trend where you're no longer tied to the physical location of the shop or the time that it opens.
"You can do what you like, when you like."
Garner argues that business cases which rely on linear broadcasts with a limited channel structure will have difficulty succeeding. "All you can offer really is the mainstream top five, top 10 things, which addresses some of what's needed but misses large areas of the picture." He says operators should be guided by the "long-tail theory" of e-commerce that builds on the availability of niche or unlikely-hit items. "People will have to work out how to make that available on the mobile."
Through Ericsson's acquisition of TANDBERG Television and its relationship with Sony, Garner says Ericsson "is involved in a number of areas that are relevant for this." He also points out that Sony has a "very large archive of video content and films, so there is quite a lot of interest in that."
For the most part, he says, the success of a mobile TV business model will depend on how people define watching TV. "I'm in favor of the pick-and-choose business case," he says.
The Individualized TV Experience is the focus of Ericsson's presentation at MIPTV Featuring MILIA in Cannes. Ericsson will demonstrate its end-to-end TV solutions and meet with broadcasters and partners to get feedback on its offering.
Ericsson will conduct meetings and presentations on a yacht just outside the Palais des Festivals et des Congrès, and will have a stand near the entrance to the show floor.
Hubert Kjellberg, head of Media Segment, Multimedia Sales, at Ericsson will speak on April 9 in a panel discussion on telecom and media convergence challenges and opportunities.
Read more about what Ericsson is doing at MILIA
