Handset Concerns May Block Boom in China's Mobile TV Market

发布时间：2007.8

内容介绍

Mobile TV is a hot topic for both telecom carriers and broadcasting operators. For mobile carriers, it represents an opportunity to reduce churn rates and raise ever-dropping ARPUs; for broadcast operators, it represents an opportunity to extend the market from TV set to handset. At this point, two mobile operators, China Mobile and China Unicom, have launched Mobile TV services based on their GPRS or CDMA networks, and are cooperating with companies who have obtained Mobile TV licenses from the State Administration of Radio, Film and TV (SARFT).
 
 We surveyed 725 potential consumers via the Internet to answer the following questions:
 1) Why do Chinese consumers not watch TV on handsets?
 2) What is the potential for consumer acceptance of Mobile TV services?
 3) What kinds of Mobile TV content do consumers prefer?
 4) What patterns of usage will consumers employ, and how long will they typically watch Mobile TV?
 5) How much are consumers willing to pay for Mobile TV service?
 6) How much are consumers willing to pay for Mobile TV-enabled handsets?
 
 In addition, the report provides an analysis of the factors that impact respondent attitudes to and requirements of Mobile TV.

目录及图表

• Executive Summary
• Introduction
• Survey Demographics
• Age of Respondents
• Respondents’ Personal Income
• Respondents’ Monthly Cost of Mobile Services
• Respondents’ Monthly Cost of Mobile VASs
• Respondents’ Service Providers
• Respondents’ Business Trip Frequency
• Respondents’ Attitudes Toward New Technology
• Survey Results
• Respondents’ Reasons for Not Watching Mobile TV
• Respondents’ Attitudes Toward Mobile TV
• Respondents’ Attitudes Toward Mobile TV by Age
• Respondents’ Attitudes Toward Mobile TV by Service Provider
• Technology Adoption and Attitudes Toward Mobile TV
• Respondents’ Attitudes Toward Mobile TV by Mobile Service Spending
• Business Trip Frequency and Acceptance of Mobile TV
• Where Mobile TV is Viewed
• Preferred Length of Time Watching Mobile TV
• Preferred Mobile TV Content
• KSF (Key Success Factor) for Watching Mobile TV
• Preferred Monthly Spending on Mobile TV
• Plans to Buy Mobile TV-Enabled Handsets
• Preferred Price of Mobile TV-Enabled Handsets
• Methodology
• Related We Reports

List of Tables

• Table 1. Respondents’ Cities

List of Figures

• Figure 1. Age of Respondents
• Figure 2. Respondents’ Personal Income (US$)
• Figure 3. Respondents’ Monthly Cost of Mobile Services (US$)
• Figure 4. Respondents’ Monthly Cost of Mobile VASs (US$)
• Figure 5. Respondents’ Service Providers
• Figure 6. Respondents’ Business Trip Frequency
• Figure 7. Respondents’ Attitudes Toward New Technology
• Figure 8. Respondents’ Reasons for Not Watching Mobile TV
• Figure 9. Respondents’ Attitudes Toward Mobile TV
• Figure 10. Respondents’ Attitudes Toward Mobile TV by Age
• Figure 11. Respondents’ Attitudes Toward Mobile TV by Service Provider
• Figure 12. Technology Adoption and Attitudes Toward Mobile TV
• Figure 13. Respondents’ Attitudes Toward Mobile TV by Mobile Service Spending (US$)
• Figure 14. Business Trip Frequency and Attitude Toward Mobile TV
• Figure 15. Where Mobile TV is Viewed
• Figure 16. Preferred Length of Time Watching Mobile TV
• Figure 17. Preferred Mobile TV Content
• Figure 18. KSF for Watching Mobile TV
• Figure 19. Preferred Monthly Spending on Mobile TV (US$)
• Figure 20. Plans to Buy Mobile TV-Enabled Handsets
• Figure 21. Preferred Price of Mobile TV-Enabled Handsets (US$)