Enhanced mobile content poses a threat to other media : Nokia survey

MUMBAI: Content providers across the globe are hedging their bets on the fact that the mobile is going to open up a considerable source of revenue. A Nokia survey has bourne them out.

A study done by the mobile service provider that spanned nine countries revealed that the respondents are willing to pay 28 per cent more for mobile content services than they pay for their current services today. The survey also found that the medium is strongly skewed towards the youth. The older the respondent gets the less he/she is willing to pay.

The main findings of the study indicate consumers have a preference for entertainment content and information that is considered useful while they are out and about. Overall, enhanced content services seem to generate high interest and when fully available could even lead consumers to reduce their usage of newspapers, TV and the Internet.

Men and women are equally interested in mobile content. The exception is sports. 52 per cent of men are interested compared to just 29 per cent for women.

One of the key factors in the growth of mobile content will be how the content providers are able to differentiate among the age groups. They will also need to carry out explanative campaigns to get the message clearly across to their consumers about what is on offer.

In general, the preferred delivery method seems to be browsing, rather than downloading or streaming. However this depends on the kind of content that is being accessed. Downloading is of value for gaming and music while streaming and browsing are seen as best suited where information is updated frequently.

When accessing local news, there is a high preference for streaming or downloading. Not surprisingly the delivery mechanisms do not drive the amount of money consumers are willing to pay. That is driven by the kind of content.

Current mobile content usage is dominated by downloading ringtones which are used by 40 per cent of the respondents. This is followed by icons/screen-savers (22 per cent). However, current mobile content services are perceived as being too expensive.

For example, 48 per cent of those respondents who have never used any content service rank cheaper services as the prime factor that would entice them to use content services.

Marketing, technical issues are also crucial : The study also showed how technical and attitudinal issues will be barriers unless properly addressed by improved service design, marketing and support. These issues vary by age group. For example, older consumers need greater education and hand-holding. Younger users have different expectations about ease due to their greater experience using the Internet.

This difference in attitude could be an issue for operators in mature markets of the US, Europe and Asia where the population is aging and is more affluent than the younger segments. On a brighter note the research showed that quite straightforward changes will be able to overcome the current barriers

Latest Reads
Q3-16: DIRECTV mitigates AT&T U-Verse TV subscriber numbers fall

BENGALURU: AT&T acquired DIRECTV added 323,000 net subscribers and hence helped mitigate the company’s Entertainment and Internet Services Group (Entertainment) segment’s loss of 326,000 U-Verse subscribers for the quarter ended 30 September 2016 (Q3-16, current quarter). About 70 percent of...

Television TV Channels English Entertainment
"Let India open its market, we will open ours" - PEMRA chairman Absar Alam

Pakistan’s TV watchdog - the Pakistan Electronic Media Regulatory Authority (PEMRA) - charimanAbsarAlam was in the line of Pakistan’s Geo News anchor Shahzaib Khanzada’s fire last week. In his Monday to Thrusday current affairs talk show AajShahzaibKhanzada Kay Sath - the anchor grilled him time...

Television TV Channels GECs
BIG Magic acquires 'Boonie Bears' exclusive FTA rights

BIG Magic has acquired exclusive FTA rights of ‘Boonie Bears’, the No.1 and most popular animated series in China. BIG Magic has renamed it ‘Babloo Dabloo’ for the Hindi viewing audience. Babloo Dabloo airs every Monday – Sunday 10 am – 11 am & 5 pm – 6 pm only on BIG Magic

Television TV Channels GECs
PBL: Setting stage for next big thing on Indian sporting landscape

India has witnessed the emergence of a multi-sports culture over the past few years. This significant development has come on the back of a promising display by Indian sportspersons across various disciplines, the meteoric rise of home grown leagues and the consequent widening of the fan base of...

Television TV Channels Sports
CNNMoney new section will be about the fastest growing economy; MoneyStream app launched

MUMBAI: Attracting 1.8 million average monthly page views, witnessing a 37 per cent growth in video consumption and 16 per cent in unique browsers month-on-month from India in less than a year’s time is not smooth. In its ambitious plan of global expansion, CNN Digital is leaving no stone unturned...

Television TV Channels News Broadcasting
Content a 'Game of Thrones'; AT&T's control over HBO, Cartoon Network, Warner Bros faces regulatory lens

The global media landscape is resulting in a new juggernaut as an internet and cable behemoth yesterday purchased an entertainment conglomerate making the former unmatched in its size and reach to consumers through home broadband, smartphones, satellite television and a battery of movies and cable...

Television TV Channels English Entertainment
US$ 4.5 bn expected from IPL rights; SC recommends accounts scrutiny

The Supreme Court on Friday froze all financial transactions between the BCCI and state cricket associations by directing the apex body not to disburse any funds till it resolves to abide by the Justice RM Lodha panel recommendations on reforms by 3 December . The top court ordered that none of...

Television TV Channels Sports
TVS Tyres is co-presenter for Asian Champions Trophy 2016

Continuing its strong connect with sports, TVS Tyres has associated with Asian Champions Trophy 2016 by becoming the co-presenter. The Asian Champions Trophy is one of the premier hockey tournaments, a much sought after annual international competition promising some great hockey action. This...

Television TV Channels Sports
Q2-17: Zee Learn declares maiden interim dividend

The board of directors of the Essel group’s education company Zee Learn Limited (ZLL) have declared a first time ever dividend of 5 percent per equity share of Re 1 each for the quarter ended 30 September 2016 (Q2-17, current quarter).

Television TV Channels Factual & Documentary

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories