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

More documents

Recommendations

Info

cellular networks parallel to using broadcasted mobile TV. Then mobile TV will surely find its niche in the competition for the end user’s time budget. Familiar TV channel brands are the ones that will carry over the trust for quality content to mobile TV. It does not take much effort to simulcast regular TV channels in mobile TV networks, but it does require clearance from both a legislative and rights owner perspective. The nationally operating TV channels will feature strongly among the programmes offered on mobile TV, but it can also be expected that numerous payable international and foreign channels will be available. It would be a waste of bandwidth to not make available broadcasted content for customers of all service operators, but exclusive content rights may on the other hand give an edge in a very competitive market. Simulcast TV doesn’t consider mobile TV prime time and some users may soon want something new and different. Many players already understand that opportunities will be lost if they fail to offer desirable content especially made or at least customised for mobile TV. User identification, subscription and invoicing functions, decoding of encrypted data and interactive services require the use of a separate return channel, i.e. the mobile phone network. Mobile phone operators have a natural role as providers of the return channel and in management of invoicing activities. However, it is also be important to search for additional services that would give access to innovative new incoming channels and would also complement the existing mobile products. Interactivity for regular TV already depends on the mobile phone. As the interactive set top box remains a flop in most countries, interactive programme formats rely on showing phone numbers and keywords for SMS voting on screen. SMS based games and chats have become popular as they provide a lucrative way to fill up non-prime-time. Interactivity in mobile TV will probably in the beginning imitate these conventional formats, but in a more user friendly way as the interactions can be added as metadata to the programme stream and accessed through menus in the viewing application. The next steps could be to add links to purchase and download unique material that relate to the programmes. Advertising may trigger larger scale deployment of this kind of interactivity, for example the sponsor offering a unique music video download in exchange for a more profiled contact. Programme formats that support user generated content will need functions for easy uploading of content. Using the small screen in parallel to regular TV could also create new programme formats. Media consumption is becoming more and more fragmented, but niche content can unlikely afford limited broadcast capacity. Therefore it becomes important to offer broadcast DVB-H and unicast 3G mobile TV services in parallel. Light regulation for 24
mobile TV could empower clusters of non-typical players though, making shared broadcast capacity affordable. Interactivity is important in Mobile TV as it activates the consumer, preferably learning from the start to expect interactive functions in some form in all programmes - even if it in many cases just would mean a link to the home pages of the TV channel. The vision is to create a positive feedback cycle of interactivity, where mobile TV triggers new interactive services, which in their turn add value to the mobile TV channels (Figure 2-5). Figure 2-5. Positive feedback cycle of interactivity. 3 Prestudy – Eurovision event service During the Helsinki Eurovision Song Contest week, 9. - 12.5.2007, the Finnish Mobile TV project realized a user study to evaluate the DINA Host City mobile TV channel. The aim of the study was to get user feedback on mobile TV, especially local and topical content as well as interactive services. The programme flow of the DINA Host City channel was a vivid part of the “Host City Helsinki” multimedia event service. The Host City Helsinki service brought Eurovision content to multiple platforms including mobile television and Second Life. Forum Virium Helsinki implemented the Host City Helsinki multimedia service in order to assist the Finnish Broadcasting Company and the City of Helsinki in making the Eurovision experience one of a kind. The service was developed in cooperation with Greater Helsinki Promotion, the City of Helsinki and other members and partners. 25
Page 1 and 2: FinPilot2 Final Report User Accepta
Page 3 and 4: Summary FinPilot2 study piloted mob
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 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
Page 54 and 55: Table 6-4. Broadcast vs. On-demand
Page 56 and 57: 6.3.2 Evaluation setup M2Hz was pil
Page 58 and 59: In quite a few comments the panelli
Page 60 and 61: content well suitable for a mobile
Page 62 and 63: Table 6-8. User acceptance of Stadi
Page 64 and 65: Users thought that finding the Info
Page 66 and 67: 6.7.2 Evaluation setup The radio ch
Page 68 and 69: “I might sometimes listen to Iske
Page 70 and 71: Table 6-15. What kind of add-on ser
Page 72 and 73: three panellists did not manage to
Page 74 and 75:
The most common usage situation tha
Page 76 and 77:
7 Overall Results The mobile TV stu
Page 78 and 79:
the best feature of mobile TV was t
Page 80 and 81:
had to be installed as separate app
Page 82 and 83:
In addition the panellists did not
Page 84 and 85:
”It should be started with such a
Page 86 and 87:
Regarding the development of intera
Page 88:
Ollikainen, V. (eds.) 2008. Mobile
show all

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

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?

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