幸福阶梯

在欧洲，使用移动电话观看电视的用户比网络运营商预计的少很多。一项千人的调查显示：一半左右的用户对任何形式的视频服务都不感兴趣，哪怕是免费服务。

通过对法国、德国、意大利、西班牙以及英国2000多名消费者的调查，产业分析师Canalys得出的结论是不同的国家，人们对于移动电视的热衷性不同。西班牙是调查中表现出来的移动电视最有潜力的市场，有大约66%的调查者表示对这项服务感兴趣。相反，只有44%的德国人以及41%的法国人表示会考虑尝试这项服务。

调查结果分析显示有3部分人能够成为移动电视产业的中坚力量。可以遇见，服务运营商们强烈希望2/3旧式移动电话用户能够每月支付60欧元订阅视频服务。相对而言，那些已经开通付费电视业务的用户对移动电视这个概念就比较容易接受，他们中间3/4经常访问视频网站（例如：YouTube）用户表示会接受这项服务。

在价格方面，尽管有大约1/3调查者表示难以承受这项服务的价格，但是，还是有一半左右的调查者表示能够接受10欧元每月的服务费用。价格调查结果各个国家也不尽相同，35%的英国人觉得每月15欧元比较合理，然而只有15%的法国及德国人认同这个价格。

英国调查结果显示：大部分用户流失是由于今年年初宣布的BT和Virgin这两家运营商2006年提出的服务即将在下月实施。所有的运营商都觉得这是市场体制和手持设备可用性不健全表现的缩影，想要改善这种状态还需要很长的时间。

最后，Canalys分析建议：目前这种状态下不可能会有一种“杀手锏”式的视频节目吸引大批用户，所以，运营商们应该注重多样化服务。有一半消费者在调查中表示比较青睐通过移动电视观看现场节目，例如：体育赛事以及时事新闻。而且从人类统计学的角度出发，有66%的男性用户关注现场节目，女性有45%。

European mobile phone users may be less keen to watch television on their handsets than network operators hope. A survey of thousands of consumers has found that half have no interest in viewing any kind of service, even if it is free.

Industry analyst Canalys questioned 2000 people in France, Germany, Italy, Spain and the UK. The results show that enthusiasm for mobile TV varies greatly. Spain appears to be a strong potential market, with almost 66 per cent of respondents interested in the concept. In contrast, just 44 per cent of German and 41 per cent of French respondents would consider using a service.

The findings do however highlight three groups of users who might provide the basis for a mobile TV industry. Predictably, the idea appeals to two-thirds of heavy mobile phone users who regularly spend more than euros 60 a month on their subscription. People who already subscribe to a pay-TV service are also more open to the concept, while almost three quarters of those who regularly use internet video sites like YouTube would consider signing up.

In terms of pricing, almost half of those who expressed interest in mobile TV would consider euros 10 per month reasonable value for money, although a third would consider it too expensive at this point. Price sensitivity varies considerably by country. Thirty five per cent of UK respondents saythat euros 15 per month would be a reasonable price to pay, but only 15 per cent of those questioned in France and Germany agree.

Evidence from UK trials that an audience existed for TV by mobile was undermined by the announcement earlier this year that services backed by BT and Virgin which launched during 2006 are to be wound down over the coming months. Both operators have described this as simply a false start due to the fragmented nature of the market and handset availability, and predict that uptake is inevitable in the long term.

The Canalys research suggests that there is unlikely to be one type of 'killer content' that pulls large numbers of subscribers in, so operators will need to develop a broad range of partnerships and charging models. Just over half of respondents who said they were open to the idea of mobile TV would watch live TV events, such as sports or reality shows. In demographic terms, 66 per cent of men would watch live TV events compared with 45 per cent of women.