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Mobile TV

Mobile TV. Mike Short Vice President, Research & Development - Group Technology , O2 plc mike.short@o2.com. Transmission network End-to-end system Content Research data. Identify/recruit 375 customers who reside and ‘roam’ in trial area Supply handsets Provide customer care

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Mobile TV

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  1. Mobile TV Mike Short Vice President, Research & Development - Group Technology , O2 plc mike.short@o2.com

  2. Transmission network End-to-end system Content Research data Identify/recruit 375 customers who reside and ‘roam’ in trial area Supply handsets Provide customer care Research data Roles of Arqiva and O2 ARQIVA O2 Commercial Confidential

  3. Worldwide Developments • Korea – Commercial Service • 300K subscribers forecast to grow to 6.6M by 2010 – TU Media • USA • Spectrum allocated for two networks - commercial services in 2006 • Italy • Commercial service 2007, TIM and Mediaset • Finland • License tender issued by Finnish Government to be awarded in early 2006 Commercial Confidential

  4. Pre-Trial research showed strong consumer interest - 56% said good/really good idea 23% said they would take up service within 12 months Mobile phones are no longer just “phones” Creating content - cameras Being entertained – games, music, tv Multimedia devices UK market for mobile content was £600m (2005) Global Interest – evidenced by many trials worldwide and commercial service announcements (20+) By 2010 there will be 3 billion users of ‘mobile devices’ and a good proportion with TV viewers [125millions (Informa); 250millions (ABI)] Why trial Mobile Broadcast TV?

  5. Timeline – Mid-term update Network Build Testing Analysis Trial Recruitment Began May Trial end Spring2006 Mid-term update early 2006 Triallist rollout 29/30th Sept Results Spring 2006 Launch event 22nd Sept Testing & recruitmentbegan 5th Sept

  6. What we couldn’t trial • One or Two-way radio • Media Rich Interactive Services • Web-links • Interactive content • Mobile Commerce • Regional Services or Targetted Advertising • More than 16 channels or “made for mobile” content • Advanced features such as ‘Catch-up TV’ and ‘See Me TV’ But … we also knew what the cellular demand was • This could all add up to a ‘Personal TV’ experience

  7. Participating channels

  8. Market research • Usage of service • Where, when, how often, how long • TV service’s appeal & acceptance • Number & type of channels • Adequacy of the trial services • Quality (picture and sound), reliability, coverage, enhancements • Take-up intentions • Likelihood and any barriers • Value and payment preferences • Explore subscription/pay as you go/pay per view etc

  9. Current TV Service Received of Triallists Commercial Confidential

  10. Usage Levels – How Much (%) Weekly Viewing • Over 3 hours per week Viewing Durations • Average 23 minutes per session • Wide range of viewing durations • Includes short and long-form programmes • *How long on average do you watch the mobile tv service at any one time?

  11. Usage Levels – Where (%) • *Q Where do you use the service most often (%)?

  12. Usage Levels – Time of Day 9am 6 pm • *Q When do you use the service most often?

  13. Usage Levels – Time of Day Viewing Peaks • Breakfast/Morning Commute • Lunchtime • Early Evening • *At what time of day do you watch the mobile tv service most often?

  14. Category Champions (%) 16 channel line-up • Proving very popular • Evidenced by 83% satisfaction level Channel Branding Important • ‘Made for Mobile’ content needs more development Most Popular Genres • News, Soaps, Music, Docs, Sports • Lunchbreak - favourite daytime soaps

  15. Other Feedback High Satisfaction Levels • 83% satisfied or better with the service Satisfaction Drivers • Choice of channels • High Picture and Sound Quality • Electronic Services Guide (ESG) High Take-up Intentions • 76% of triallists would take up service within 12 months at an acceptable price • This demonstrates that the majority of triallists are prepared to pay for a service

  16. Other Feedback Consumers also interested in: • Digital radio channels • PVR type functionality • Interactive services • Web links to broadcaster/other content Number of Channels • 16 channels is felt to be adequate choice

  17. Next Steps Trial Results Release more results as the trial progresses Government • Keep Government informed of our findings • Make spectrum issues clear to Government Delivery partnership Explore collaborative UK cross-industry co-operation

  18. Conclusions • High satisfaction and clear consumer demand • Home usage has exceeded our expectations • Channel choice is a clear driver of usage • Today channel brands offer the strongest category champions • ‘Mobile TV’ alone does not convey the demand we have seen in Oxford so far • ‘Personal TV’ will take us beyond broadcasting as we know it today

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