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Guidelines for the Future Success of Mobile TV
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Written by MoCoBe
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Monday, 23 July 2007
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 According to "The Mobile TV Insight Report" released today by the
Mobile Consumer Lab at the International University of Japan, current
Mobile TV services run the significant risk of achieving unprofitable
financial returns, and may fail to attract widespread usage amongst
mobile phone subscribers.
MoCoBe Study of One-Seg Usage in Japan Shows Opportunities and Risks of Mobile
TV
Tokyo, Japan, July 23, 2007 - In fact, the results outlined in this report show
that Japan's One-Seg users appear to be lowering their usage of the most profitable
mobile phone services including Voice and Email, which suggests that troubles
could lie ahead for the Mobile TV industry.
According to the author of this report, Prof. Philip Sugai, Director of the Mobile
Consumer Lab at the International University of Japan, "Business leaders across
the Mobile TV value-chain must seriously reconsider their approach to delivering
television content via the mobile platform, as Japan's current One-Seg users are
clearly behaving in ways that could threaten the long term profitability of Mobile
TV services."
But the news isn't all bad. In fact, a number of exciting opportunities await
those businesses who begin to depart from the traditional television broadcast
model, and embrace the powerful capabilities of the mobile platform.
"Television content delivered through the mobile channel must be considered the
'glue' to pull together other advanced data service offerings including Games,
Music, Commerce, LBS and SNS," stated Prof. Sugai. "And doing so within a clearly
focused strategy around 'Entertainment' rather than launching Mobile TV as just
another 'cool technology' may create true competitive advantage for those Operators,
Broadcasters, content creators, Advertisers and Media Agencies who commit to such
an approach.'
Prof. Sugai will present a portion of these findings at today's Red Herring Japan
2007 Conference held in Kyoto, Japan, July 23rd. A free report summary is available
on the Mobile Consumer Lab's website www.MoCoBe.com , and the full 84-page report
is available for sale through the Lab's partner site Infinita at www.infinita.co.jp/research
.
For additional information, Japanese and English inquiries can be sent to Professor
Sugai at +81-(0)25-779-1400 or by email at:
This e-mail address is being protected from spam bots, you need JavaScript enabled to view it
About Professor Philip Sugai
Philip Sugai is the Director of the Mobile Consumer Lab at the International
University of Japan, where he is also the Associate Dean of the Graduate School
of International Management and an Associate Professor of Marketing.
MoCoBe
MoCoBe (Mobile Consumer Behavuour Lab @ IUJ) was founded to create new insights,
ideas and ventures by bridging the gap between consumers and wireless technologies.
Partnering with businesses across the mobile value system, researchers, students
and faculty members are exploring the marketing effects of the mobile platform,
and how to leverage this understanding into more compelling mobile, wireless and
ubiquitous solutions around the world. This Lab is housed at the International
University of Japan in Niigata, and is part of the University's larger PLATFORM
initiatives. More than 20 master's students from 13+ countries are currently studying
within this Lab, and all Lab activities are included on the Mobile Consumer Behavior
website, www.MoCoBe.com.
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Last Updated ( Monday, 23 July 2007 )
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