Mobile TV: End-user Opinion

Table of Contents

CHAPTER 1

EXECUTIVE SUMMARY

• Mobile TV fascinates consumers
• Sentiment towards mobile TV grows negative
• Mobile TV disappoints user expectations

Background and scope

• Discussion classification scheme
  • Categorisation definitions
  • Content definition
  • Customer care definition
  • Ease of use definition
  • Marketing definition
  • Quality definition
  • Restrictions definition
  • Use-cases definition
• Value for money definition
  • Other definition

Summary methodology and terminology

CHAPTER 2

ANALYSIS OF BUZZ: WHAT DO CONSUMERS TALK ABOUT?

• Quality and ease of use dominate discussion
  • Figure 1.1: Overall buzz by topic of discussion
• Buzz comparison 2005/2006: consumer interest in mobile TV growing strongly
  • Figure 1.2: Mobile TV overall buzz comparison, 2005-2006
• Buzz sentiment comparison 2005-2006: negative sentiment outgrows positive
  • Figure 1.3: Buzz sentiment comparison, 2005-2006

CHAPTER 3

QUALITY: THE PRIMARY CONCERN FOR CONSUMERS

• Quality: overall sentiment mixed
  • Figure 3.1: Quality buzz by sentiment
• Comparison with 2005: quality perceptions declining
  • Figure 3.2: Quality sentiment comparison, 2005-2006
• Quality buzz: image quality the main concern
  • Figure 3.3: Quality buzz by sub-topic of discussion
• Quality sentiment: picture quality mixed, but small screens disliked
  • Figure 3.4: Quality buzz sentiment by sub-topic of discussion
• Quality: sub-topics of discussion
  • Picture: mixed perceptions
    • Figure 3.5: Picture buzz by sentiment
  • Screen size: a perceptual barrier for some
    • Figure 3.6: Screen size buzz by sentiment
• Audio: loss of synchronisation annoys
  • Figure 3.7: Audio buzz by sentiment
• Reception: "bursty" network performance
  • Figure 3.8: Reception buzz by sentiment

CHAPTER 4

EASE OF USE: BUGS AND ERRORS COMPROMISE USABILITY

• Ease of use: strongly negative sentiment
  • Figure. 4.1: Overall ease of use sentiment
• Comparison with 2005: little improvement in sentiment
  • Figure 4.2: Ease of use sentiment comparison, 2005-2006
• Ease of use buzz: bugs and errors dominate
  • Figure 4.3: Ease of use buzz by sub-topic of discussion
• Ease of use sentiment: only navigation attracts positive discussion
  • Figure 4.4: Ease of use buzz sentiment by sub-topic
• Ease of use: sub-topics of discussion
  • Bugs and errors: frequent problems taint service experience
    • Figure 4.5: Bugs and errors buzz by sentiment
  • Navigation: users like to ' channel hop'
    • Figure 4.6: Navigation buzz by sentiment
  • Battery life: preventing increased usage
    • Figure 4.7: Battery buzz by sentiment
  • Comfort: area of future concern?
    • Figure 4.8: Comfort buzz by sentiment

CHAPTER 5

USE-CASES: END USERS LOVE ' MOBILE' TV

• Use-cases: overwhelming positive sentiment
  • Figure 5.1: Use-cases overall buzz by sentiment
• Comparison with 2005: major improvements in perceptions
  • Figure 5.2: Use-cases sentiment comparison, 2005-2006
• Use-case buzz: "where" used the focus of discussion
  • Figure 5.3: Use-cases buzz by sub-topic
• Use-cases sentiment: seen as compelling concept
  • Figure 5.4: Use-cases buzz by sentiment and sub-topic
• Use-cases: sub-topics of discussion
  • ' Where' : commuting seen as a key use-case
    • Figure 5.5: "Where" buzz by sentiment
  • ' Why' : users less clear on actual benefits
    • Figure 5.6: "Why" buzz by sentiment
  • ' When' : morning and evening commute are favourite
    • Figure 5.7: "When" buzz by sentiment
  • ' How long' : filling up dead time a key use
    • Figure 5.8: "How long" buzz by sentiment

CHAPTER 6

VALUE FOR MONEY: SERVICE EXPERIENCE HOLDS BACK VALUE PERCEPTIONS

• Value for money: negative sentiment common
  • Figure 6.1: Value for money buzz by sentiment
• Comparison with 2005: value perceptions becoming more negative
  • Figure 6.2: Value for money sentiment comparison, 2005-2006
• Value for money buzz: subscription charges the focus of discussion
  • Figure 6.3: Value for money buzz by sub-topic
• Value for money sentiment: bundles are well perceived
  • Figure 6.4: Value for money buzz by sentiment and sub-topic
• Value for money: sub-topics of discussion
  • Subscription: seen as poor value tied to poor quality
    • Figure 6.5: Subscription buzz by sentiment
  • Bundles: users love to pick and chose their content
    • Figure 6.6: Bundle buzz by sentiment
  • General value for money: cost dissuades adoption for some
    • Figure 6.7: General value for money buzz by sentiment
  • Data usage: a concern for off-net providers
    • Figure 6.8: Data usage buzz by sentiment

CHAPTER 7

CONTENT: USERS LOVE IMPROVING RANGE OF CONTENT

• Content: overall sentiment positive
  • Figure 7.1: Content buzz by sentiment
• Comparison with 2005: positive sentiment growing
  • Figure 7.2: Content sentiment comparison, 2005-2006
• Content buzz: improving range/choice the focus
  • Figure 7.3: Content buzz by sub-topic
• Content sentiment: specific content well-liked
  • Figure 7.4: Contents buzz by sentiment and sub-topic
• Content: sub-topics of discussion
  • Range/choice: users impressed by the channel variety
    • Figure 7.5: Range/choice buzz by sentiment
  • Specific content: sport content well liked
    • Figure 7.6: "Specific content" buzz by sentiment
  • Quality: poor content is poor content
    • Figure 7.7: ' Content quality; buzz by sentiment

CHAPTER 8

ANALYSIS BY COUNTRY

• France: improved applications impact discussion
  • French buzz: improved ease of use drives discussion
    • Figure 8.1: France; buzz by topic
  • French sentiment: improved navigation partially offsets usability concerns
    • Figure 8.2: France; buzz by sentiment and topic
• Germany: quality the focus of discussion
  • German buzz: little focus on content
    • Figure 8.3: Germany; buzz by topic
  • German sentiment: criticisms hold back use-case perception
    • Figure 8.4: Germany; buzz by topic and sentiment
• UK: improved range of content improves value perceptions
  • UK buzz: content a growing topic, held back by quality
    • Figure 8.5: UK; buzz by topic
  • UK sentiment: positive perception of value and content
    • Figure 8.6: UK; buzz by topic and sentiment
• US: quality impacts value perceptions
  • US buzz: quality the focus, usability less of an issue
    • Figure 8.7: US; buzz by topic
• US sentiment: quality experience drives value complaints
  • Figure 8.8: US; buzz by topic and sentiment

CHAPTER 9

SUMMARY: THE MOST IMPORTANT AREAS TO CONSUMERS

• Figure 9.1: Top five sub-categories by volume of buzz
• Figure 9.2: Summary of key end-user issues by overall sentiment

APPENDIX: DETAILED METHODOLOGY