Mobile TV - O2's Oxford trial

Mike Short VP R&D O2

Users loved it and used it

Innundated with enquiries from round the world. Huge interest in the area.

We are a mobile operator, not a broadcaster. Users say they want to move from a verbal to a visual mode. It's more than film or TV - it's the 4th screen. Oxford Mobile TV trial based on DVB-H.

Handles cellular and TV on same platform. Screen size or battery power will not be a limiting factor.

56% of people said it was a good idea. They see their phones as much more than 'phones'. UK mobile content market was worth £600m in 2005.

125 - 250 m users forecast by 2010. Korea has 300k subscribers already.

Danger of UK falling behind (US, Italy, Finland). UK Government not moving fast enough.

Arquiva is O2's partner for the transmission network.

Strong channel line-up. Not as much made for mobile content as they wanted. Limited to 16 channels. Radio not seen as important as Matt from BT said. More about channel choice.

Where you watch has an impact on spectrum use - need coverage both in home and in a moving vehicle.
Didn't trial DAB. FM radio is international. Doesn't believe big vendors will produce a UK only DAB version. Needs to have consistent use of spectrum and standards. Feel there is demand for ticketing and interactivity.

Ofcom put some restrictions on what they could do (ie advertising). PVR is important. 'See me' TV is important.

It's a personal TV or cinema world - not a family view on a big screen.
Good balance of users. Av TV viewing 3.4 hrs a day, 14-44 bias on age group.

Over 3 hrs per week, 23 minutes per session average. 1.5 sessions per day.

What do they look at and where?

Home was initially where they watched. Commuting then became the first place to watch, followed by the home. Peak times - early morning commute, lunchtime, early evening. People watch at lunchtime - poss of new type of lunchtime TV. Barcelona nd Madrid show similar patterns. News, soaps and music strong. Sport could have been higher. 83% satisfaction levels. Channel branding absolutely critical.

ESG a key element for users

ESG - important for the users - 'Electronic Services Guide' usability is key. See £10 a month 16 channels in a multi-service environment. PVR is very interesting to them.
White paper available next week.

Spectrum policy and content rights are major issues.

Rights are a nightmare. Rights clearance is a tough one. Liquid media is a challenge to the whole industry. Need strong actions to support UK developments. The industry needs to work together on this. UK government needs to be faster on deciding spectrum allocations. Can't have the situation where Beijing has mobile TV in 2008 and we don't get there for 2012.

Personal TV is the way it's going. Maybe Mobile TV should be part of Digital Switchover.