Why would someone choose to use Mobile TV?
Research done by Nokia reveals that there are three principal drivers behind the adoption of Mobile TV: flexibility, personal viewing and occupying empty time.
Flexibility
By disconnecting the wires and freeing the viewer from the need to be where the
television is, typically at home, viewers can now watch television anytime,
anywhere. For many people with regular viewing habits, this can give them a
sense of control and independence.
Stuck at work late? Train delayed? You can still watch your regular news show or other program and feel that you haven't missed out. In some respects television viewing plays an important role in how we manage our time; Mobile TV is a tool to stay in control even when circumstances keep us away from a regular television set, and can help minimize the discomfort we feel.
Personal Viewing
Television viewing has
moved from a communal, family experience to a personal and intimate one. Most
households already have several television sets, and the wide range of
specialized channels often makes it hard for everyone to agree on what to watch.
The result is that more often people are watching shows on their own.
Mobile TV provides a great way to watch your own shows, and one that appeals
especially to young people. They already consider the mobile phone as a highly
personal and private device and pilot studies confirm that Mobile TV users often
used the service as a personal screen at home because the television set was
busy, or because they didn't want to be with other members of the household.
Occupying Empty Time
Mobile TV can turn idle moments into entertaining ones. Waiting for an appointment, traveling or commuting, breaks during the working day: these are all moments when someone might want to check on breaking news, watch some sports highlights or zap through some short entertainment pieces.
Already people often fill such moments using their phone, by calling friends or sending text messages. Mobile TV provides an "always available" service which is compelling and entertaining and can help to fill these moments.