India to soon go the mobile TV way
A recent research conducted by Springboard Research, a leading global provider of innovative IT market research products and services, has revealed that Indians are game for mobile television with a staggering 12 million subscribers (84 percent of the users surveyed) predicted to sample it in the first year of its launch.
TTSL to launch Virgin Mobile in IndiaThe report - 'Mobile TV in India: Understanding the Mobile Entertainment Needs of Indian Users' - examined the factors that will determine the adoption, popularity and success of mobile TV services in India and its findings are based on a survey conducted among 1,215 mobile users in six major Indian cities.
The research estimates that in the first year of operation, mobile TV could reach a penetration level of 5 to 6 percent of the total mobile subscriber base in India which is around 233 million.
"India might follow Korea or the US for the adoption of this technology," said Ravi Shekhar Pandey, manager of Syndicated Research at Springboard Research.
He also said "Though the Indian mobile customers' average revenue per user (ARPU) is relatively lower than Korea or US, but the huge mobile subscriber base makes it a lucrative revenue stream for operators."
Mobile TV is a technology that allows people to view regular live television content on their mobile phones or other mobile devices that they commonly get through traditional cable or pay TV subscriptions at home.
"Mobile TV marries the two dominant consumption trends of entertainment and mobile telephony in India," added Pandey.
"The market is ripe for the launch of Mobile TV services and we believe that India will have around 12 million mobile TV subscribers within the first year of launch of service," he added.
Springboard estimates that in 2008 India's market for mobile TV services will reach $360 million (Rs. 1,440 crore).
Currently, Doordarshan is the only operator offering mobile TV service in India. The report states that in recent months the market has seen increased activities from various stakeholders including technology providers, network equipment vendors and mobile service providers like Nokia, Spice Telecom, Qualcomm and Samsung.
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