FinPilot2 Final Report â User Acceptance of Mobile TV Services ...

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Report’s title FinPilot2 Final Report – User Acceptance of Mobile TV Services Publisher Forum Virium Helsinki Project name Finnish Mobile TV / FinPilot2 Authors Pages Eija Kaasinen, Tuomo Kivinen, Minna Kulju, 88 Liisa Lindroos and Virpi Oksman (VTT), Jonas Kronlund (Elisa), Mia Uronen (Forum Virium Helsinki) Keywords mobile TV, interactive services, user acceptance, field trial Forum Virium Helsinki contact information Radiokatu 5 D, RTI house FI-00240 Helsinki www.forumvirium.fi info@forumvirium.fi Project partners Finnish Mobile TV: Destia, Digita, Elisa, Forum Virium Helsinki, City of Helsinki, Hewlett-Packard, IBM, Logica, MTV Media, Nokia, SWelcom, TeliaSonera, TietoEnator, Veikkaus, VTT, YIT, Finnish Broadcasting Company YLE. FinPilot2: a 2
Summary FinPilot2 study piloted mobile television services in Digita’s DVB-H network in the Helsinki area with a panel of 27 users. The panel was using mobile television services with Nokia N77 phones from July 2007 to February 2008 as a part of their normal lives. In addition to commercially available services, the panellists were introduced with 10 different pilot services. User feedback of the pilot services was gathered with web surveys and interviews. The usage was established with about half of the respondents using mobile TV at least once a week. The users described many usage routines that they had adopted. Mobile TV was watched in the morning when having breakfast and late in the evening to keep from disturbing the rest of the family. Short usage sessions during commuting and when having breaks were common. Often mobile TV was used as an extension to primary TV and as a background noise. The value of mobile TV was seen rather in entertainment than in useful information. Still, news in a wider sense was the content of most interest to the users. Taking mobile TV into use was found easy. The quality of sound and especially the quality of image got very positive feedback. Even though the users were informed about the limited coverage of DVB-H broadcast, coverage was mentioned first when asked about problems in use. With the new TV channels and video on demand, there seems to be a need for easier overview of the content and also firmer connections to services on other media. Familiar add-on services such as MTV3 and Nelonen teletext services were very well accepted, and it was a positive surprise to the panellists that these services offered some better functionalities than conventional teletext. Also the local teletext service, Super teletext, got quite good feedback. The panellists saw that add-on services can be made easy to access and use. However, in the pilot setting some add-on services required extra installation efforts and some services were introduced as separate applications. This lowered the grades for ease of adoption and ease of use. Main problems in taking the add-on services into use were related to knowing the existence of those services. Mobile TV broadcasting content is already interesting and attractive to the users. Interactive services will require learning from the users so that they will get used to looking for those add-on services. The path to add-on interactive services should go from familiar content such as teletext to more versatile services. The potential of the mobile phone should be utilised to provide the users with even more topical, even more local and even more personal content. These kinds of services would change mobile TV from an additional TV set to a medium in its own right. 3
Page 1: FinPilot2 Final Report User Accepta
Page 5 and 6: The Authors’ Thanks FinPilot2 wor
Page 7: 6 Evaluation of Individual Services
Page 10 and 11: 1.2 Finnish Mobile TV project The F
Page 12 and 13: The topics of the six Developer For
Page 14 and 15: The second user pilot of the FiMTV
Page 16 and 17: People seemed to use different cont
Page 18 and 19: Figure 2-3. Screen capture from the
Page 20 and 21: 2.3 Other studies The usage of mobi
Page 22 and 23: consumers need to be asked. The res
Page 24 and 25: cellular networks parallel to using
Page 26 and 27: Coordinated by Arcada, the DINA cha
Page 28 and 29: Sub service DVB-H-broadcast Video-o
Page 30 and 31: camera on the phone. 68% had not us
Page 32 and 33: Figure 3-4. Most interesting featur
Page 34 and 35: Image quality received many positiv
Page 36 and 37: Due to technical problems all the p
Page 38 and 39: 4.4 User panel The users were recru
Page 40 and 41: 4.5.1 Taking mobile television into
Page 42 and 43: Figure 4-8. Technology Acceptance M
Page 44 and 45: After the users were given the test
Page 46 and 47: Almost all panellists felt that mob
Page 48 and 49: 6 Evaluation of Individual Services
Page 50 and 51: As the user sent a message, it appe
Page 52 and 53:
A couple of users wrote they had pr
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Table 6-4. Broadcast vs. On-demand
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6.3.2 Evaluation setup M2Hz was pil
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In quite a few comments the panelli
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content well suitable for a mobile
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Table 6-8. User acceptance of Stadi
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Users thought that finding the Info
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6.7.2 Evaluation setup The radio ch
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“I might sometimes listen to Iske
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Table 6-15. What kind of add-on ser
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three panellists did not manage to
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The most common usage situation tha
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7 Overall Results The mobile TV stu
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the best feature of mobile TV was t
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had to be installed as separate app
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In addition the panellists did not
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”It should be started with such a
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Regarding the development of intera
Page 88:
Ollikainen, V. (eds.) 2008. Mobile
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