With revenues expected to reach $685 million

Nov 27, 2009 20:41 GMT  ·  By

The number of mobile-phone users in Italy that access video content through their handsets is expected to rise up to 5.1 million by 2015, at least this is what a recently published report from technology and media specialist Coda Research Consultancy shows. Moreover, the firm also forecasts that the revenues in the segment are set for growth, reaching US$685 million by that time.

The report from Coda, focused on the Italian TV market, also unveils the fact that the number of mobile-phone users that will be accessing TV content from their devices is to double by 2015, when DVB-H alone is taken into consideration. Currently, there are around 1.2 million users in the country that enjoy this option, yet the number should reach 2.5 million in six years.

“In part this is due to how Europeans fit their mobile phones into their everyday lives,” Steve Smith, the report’s author, 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, 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.”

One of the main reasons for which the access of mobile TV services is poised for growth is the 2010 World Cup, the firm states, based on the fact that the same happened in 2006. The regular usage of these services, Coda says, should reach 1.6 million by the end of 2010. Even so, Steve Smith says that the adoption of mobile TV in Italy hasn't managed to meet expectations.

Moreover, the firm also states that another area poised for growth is that of video downloads on handsets and laptops via 3G. “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. But content owners and service providers must provide more opportunities for users to do this,” Steve explains.

More details are available here.