|Mobile TV and Video to Exceed $ 15 Billion in Worldwide Revenue by 2012|
SCOTTSDALE, Ariz., July 9, 2008â€”Consumers are demanding more personalization and entertainment content on their mobile phones, driving mobile video subscription revenue to exceed $ 3.5 billion in 2008, according to resent research by MultiMedia Intelligence. By 2012, the mobile video and mobile TV market will exceed $ 15 billion, including direct pay and advertising.
Mobile video, which relies on the mobile operatorâ€™s 3G network for delivery, has the advantage of an established network, making it the stronger of the two categories in todayâ€™s market. However, mobile TV infrastructure deployments and mobile TV handsets are rolling out aggressively, making mobile TV the dominant category in 2012.
"The mobile phone is inherently an inferior entertainment platform compared to other media devices like TVs,â€ according to Frank Dickson, Chief Research Officer for MultiMedia Intelligence. â€œHowever, the mobile handset is inherently a superior portable communications platform. It allows for TV advertising outside the home as well as enabling new forms of advertising, including â€œcall to actionâ€ advertising. Call to action leverages the handsetâ€™s built in return channel to deliver advertising beyond the capabilities of the living room TV experience.â€
MultiMedia Intelligence also found that:
The research, â€œMobile TV and Video: Premium Content and Advertising Elevate the Phone Away From Just Voice,â€ provides revenue, ARPU and subscriber forecasts for mobile TV and mobile video services.
For more information, visit www.MultiMediaIntelligence.com or contact