Only 8 per cent of mobile phone users would be prepared to pay for on-the-go television services, a survey by market research group iReach has found, casting doubt over the take-up of the new Vodafone/Sky TV mobile service.
The system, due to be launched next week, will enable users of Vodafone Live's third-generation (3G) service to access 18 television channels through their mobile. A separate trial of a rival venture comprising RTÉ, BT and RadioScape was launched yesterday. Unlike the Vodafone-Sky system, which is transmitted through telephone masts, the latest venture will offer digital content broadcast via television masts and will be available for use by any network.
Despite the negative response from standard mobile phone users, as many as 17 per cent of 3G phone users said they would be prepared to pay for mobile TV, according to the survey.
This backs up the consensus among many industry commentators that the provision of more compelling content on the mobile channel would help drive handset sales.
Following a decline in average revenue per user (Arpu) and increased consolidation within the industry, many mobile phone operators are considering moving into the multimedia market as a means of boosting revenue and tapping into what is considered to be a growing demand among consumers for information on the move. RTÉ, BT and RadioScape have a licence to trial their service, which will offer RTÉ 2 and RTÉ 2, TV and radio channels until July 14th.
