The 2010 World Cup will give mobile TV services a boost in Italy, says UK-based industry analyst Coda Research Consultancy, which just published a new report, “Mobile TV and Video in Italy: An Assessment.” Coda forecasts that Italy's audience for DVB-H mobile TV content will climb from 1.2 million to 1.6 million by the end of 2010 and 2.5 million in 2015, with revenues hitting $685 million.
Despite this, although mobile TV uptake in Italy is "respectable" when compared to the rest of Europe, it hasn't met expectations, says report author Steve Smith.
“In part, this is due to how Europeans fit their mobile phones into their everyday lives,” he explains. “People tend to use their phones for video, games, texting, social networking and so on when they are between spaces and events, such as when commuting or meeting friends.
"In Japan and South Korea, where mobile TV penetration is significantly higher," Smith continues, "people spend a lot more time commuting on public transport and so have more time available. The streaming or broadcast of live TV simply doesn’t fit the European consumer. This is one example of how operators and broadcasters aren’t providing the kinds of video content and services mobile users actually want.”
Coda does see an opportunity in downloadable video content, as long as content and rights owners let them do so. “Our research with iPhone users shows that downloading content allows people much greater control over their viewing experiences and the kinds of content they view," he says. "But content owners and service providers must provide more opportunities."