Broadcast mobile TV will become a key battleground for mobile operators in the fight to retain customers and reduce churn, according to results from a major UK trial.
Research from BT Movio, formerly BT LiveTime, has revealed that one third of mobile users would leave their current operator if it meant they could get access to mobile TV services.That eye-opening stat is just one of the findings to come out of BT Movio's six-month 850 user trial of DAB-based broadcast mobile TV services in the UK, which has just come to an end.
The company said it was "astounded" by the results of the trial, in which two thirds of users said they would pay £8 a month for broadcast mobile TV.
BT Movio today confirmed it would be launching commercial services this summer, as revealed by Mobile Entertainment magazine earlier this month. A limited service is likely to be in place in time for the football World Cup, which kicks off June 9th, with confirmed handset support from HTC.
The service is being made available to all UK operators on a wholesale basis. Individual networks will be free to set their own pricing structures, with BT Movio sharing revenue on a per user basis.
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Broadcasters participating at the trial stage included BSkyB, Cartoon Network and Channel 4.
