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Viewing report
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Strategies for Mobile TV
Business Insights, Aug 2011, Pages: 162
This report provides a comprehensive view of the global status of Mobile TV. It examines how Mobile TV has evolved to date, reviews its status in major national markets, and discusses the marketing challenges currently being faced by the different players in the ecosystem. It then designs a “go to market” strategy framework that considerably improves the chances of success for a Mobile TV launch.
Features and benefits
- Provides a comprehensive status review of the Mobile TV market, and insight into the marketing challenges faced by struggling Mobile TV initiatives.
- Identify new market trends and understand how to design successful Mobile TV marketing initiatives.
- Analyze where FMCG marketing strategies fail and how high technology marketing science should be applied.
- Address the key critical questions related to the development and roll out of go to market strategies for Mobile TV.
Highlights
Although mainstream Pay TV operators are in the best position to drive the Mobile TV business, most Mobile TV initiatives worldwide have actually been driven by mainstream FTA TV operators or mobile network operators. There is a general lack of appreciation that Mobile TV is a paradigm in its own right that is different from mainstream TV.
Mobile TV is a high technology product that requires high technology marketing techniques to design its “go to market” strategy. Its promoters have altogether ignored this aspect of Mobile TV and have gone about applying FMCG strategies that are typically designed for mass consumer commodities, failing to build up traction in the marketplace.
As a portable “on the go” solution, Mobile TV will be watched in places where viewers are more likely to seek ''entertaining companionship''. But being of personal nature, it may be watched anywhere and it is foreseen that Mobile TV will also find a place on desks, whether in homes or offices.
Your key questions answered
- What are the key philosophical differences between mainstream “Living Room TV” and Mobile TV?
- How has the global Mobile TV market evolved, and what does the future hold for it?
- What are the key challenges in designing a successful got to market strategy for Mobile TV?
- Why should FMCG marketing strategy not be applied to emerging technologies such as Mobile TV? What is HTM Science and how should it be applied?
- How can free to air and Pay TV business models be synergized to design a Mobile TV ''cash cow''?
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