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Thursday, June 15, 2006

Mobile TV Seminar by Dentone Wilde Sapte

Yesterday Denton Wilde Sapte hosted a seminar inLondonentitled “Mobile TV – Look who’s watching now.” and I was able to attend thanks to an invite from my good friends at Smith & Williamson.

The event was a panel discussion with a number of key players in the mobile TV space including:

  • Ray DeRenzo – VP Business Development from MobiTV
  • Grame Ferguson – Director of Global Content Development, Vodafone
  • Richard Madden – Head of Media, Close Brothers Corporate Finance
  • Alan Sewell – Strategic Planning Manager, BSkyB
  • Mike Short– Vice President of Research and Development, O2 Group
  • Matt West, VP Mobile Media Worldwide, Alactel (pvNS)

The panel was led by Kate Buckley, Media and Telecommunications Journalist.

Mobile TV is getting a considerable amount of airplay in the press and the fact that this seminar was attended by more than 200 attendees representing a range of leading players from across the industry - from media giants such as the BBC, Channel 4 and SKY to mobile network operators and technology producers, global financing organisations, and entrepreneurs and start-ups such as PlayerX, Mobsvideo and Shopping Technology Ltd. Clearly, there is plenty of interest and excitement about the topic, as well as plenty of curiosity in determining how to turn this phenomenon into a revenue stream.As I’m trying to hit my own deadline this morning I’m going to offer you the highlighted bullet points that I considered the best takeaways.

Just the highlights! – Please leave your comments!(And the BIGGEST takeaway is at the end…)

Favourite mobile video:
  • SingTel has started offering short video clip golf lessons available for your mobile.

Where can I see mobile TV?

  • Vodafone has launched Mobile TV in 17 countries.
  • MobiTV offers 25 deployments and 1M active subscribers

Who would watch (and pay) for mobile TV?

  • In theUSthere is a significant uptake for the mobile TV service by minority and urban youth segments… to the point that MobiTV is launching dedicated Hispanic channels.( Gee – more people listening/watching content and making the rest of us listen along because they won’t wear headsets…. Hurray…. NOT! )
  • From a recent market study, 85% of Vodafone subscribers would watch – and pay for – mobile TV.GF:“We’re doing this because our customers are asking for it.”

How do I market mobile TV?

  • TheUSmarkets have learned from the mistakes of GSM operators acrossEuropewhen it comes to marketing.Sprint and Cingular are selling their consumers an entertainment package – The technology (EVDO or UMTS never gets mentioned)

Do people really watch mobile TV in the bathroom?

  • Everyone is still perplexed over why consumers who have trialed mobile TV spend so much of their time watching while they are at home – where they have a regular TV already.

How much will people pay for mobile TV?

  • BSkyB reports they have 100K subscribers paying up to £10/month for their mobile TV packages available on Vodafone.

Do the French watch mobile TV?
Est-ce que Les Français regardents Mobile TV?

  • France has as many as 400K active mobile TV subscribers.
How much time to people watch mobile TV?
  • O2’s recent trial inOxfordreports an average of 4 hours / week of mobile TV viewing from their 375 participants.

On DVB-H broadcast TV vs. Streaming Video downloads:

Why is mobile TV moving towards the linear video model when traditional TV is moving away from it?( i.e.; time-shifted viewing with personal video recorders) – or put another way – Why are we even considering DVB-H?

-on the flip side-

Rumours abound that a single 3G tower can support no more than 7 active video streams at a time.How can the network expect to handle peak usage events?And it was hotly debated if the world cup match would besuch an event with the thought being you would find a 8312” plasma screen for such a major event over watching it on your mobile!

On mobile TV advertising:

  • “Why should we take a model that is currently failing on traditional TV and try to move it to mobile?” – i.e.; the 30 second TV spot is dying already.

  • If you put too much advertising on mobile TV, it will backlash as is currently happening the world of MySpace.

GF:Consumers will accept advertising that is Relevant, High Quality and which has perceived Value.

If you’ve got mobile TV content, who should you sell to?
  • MS:Call me and I’ll give you the contact you need to speak with.
  • GF:Don’t call me – Call Sky and sell the content to them.We deliver only Sky content.
(Which model do you think has the most legs?I’ll go with VF)

Biggest challenge for mobile TV:

The same as for any mobile service: Content Discovery

Biggest challenge for mobile TV advertising:

Need for consistent ratings system.

The biggest takeaway:

Why will mobile TV take off more than MMS or various other services?

  • The retail outlet sales teams understand TV and how to sell it

  • Traditional television will cross-promote it ( During the regular broadcast of your favourite show you’ll be reminded you can watch highlights on your mobile)

A hearty “well done everyone” to the folks at Denton Wilde Sapte and especially to Ingrid Silver and Lucy Beard for putting together a great panel.

For further information or contact details, please drop me an e-mail using my contact information to the right.



posted by Troy Norcross at 12:31 PM  

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A few words about why we're here

Since consumers first started to use SMS marketers have had the idea of text message marekting or marketing sms - also known as mobile marketing. And since that time marketing sms messages have grown and changed and new technology like bluetooth marketing, marketing bluetooth style to phones in close proximity to an advertisers.

And since the e-mail spam scourge took over the media, people have worried that there will be mobile phone spam. Spam is just another way of saying that advertisers send unsolicited text message marketing, marketing sms, bluetooth marketing or any other form of mobile marketing - it's mobile phone spam. There are even guides on how to spam phone s.

Consumer Preference is about permission based marketing, permission marketing solution. If, as an advertiser you can execute permission based marketing campaigns then you can certainly find ways to benefit from mobile marketing. And permission starts with understanding the consumer marketing preference. If you can understand consumer marketing preference, then you can execute permission based marketing. And permission marketing is not mobile phone spam.

There are many mobile marketing company listings that can be found on the Internet - and most mobile marketing company websites will tell you how they focus on permission marketing. Make sure that the one you partner with does more than tell you about it on the website. Opt-in marketing starts with your traditional marketing soliciting for permission.

Yes - Mobile marketing starts with traditional marketing - print, web, radio, television - all of the old standards. Because before you can send the first message to a consumer, you must obtain their permission... and that means that you understand consumer marketing prefernce.

Please enjoy reading consumer-preference.com - and if you feel that there is a point I'm making you'd like to share - then put a link to it from your own site. And always feel free to leave comments!

Troy Norcross

 

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