Bamboo Mobile Video Factoids

Mobile Video: Market Opportunity
o The number of mobile video enabled devices will grow from some 240 million TV enabled handsets and more than $2.9 billion of infrastructure equipment will be sold from 2007-2011. (Multimedia Research Group, Mobile TV: Global Standards Review & Forecast for Infrastructure and Handsets 2007-2011, 2007)

o By the end of 2010, mobile TV broadcast subscribers worldwide will reach 102 million, a giant leap from 3.4 million in 2006. (In-Stat, Mobile TV Broadcasting Now Out of the Gate, 2006)

o The global market for mobile television will increase from $1.7 billion in 2007 to $11.9 billion in 2012. (Juniper Research, Mobile Entertainment Markets: Opportunities & Forecasts, Second edition, 2007-2012)

o The total worldwide wireless entertainment market — music, games and mobile TV — will increase from slightly more than $20 billion in 2007 to more than $64 billion by 2012. (Juniper Research, Mobile Entertainment Markets: Opportunities & Forecasts, Second edition, 2007-2012)

o In 2005 revenues from mobile video content reached $62 million. By 2010, the number is expected to reach $501 million. (Jupiter Research, Wireless Forecast, 2005 to 2010. 2005)

o Revenue from mobile video is growing rapidly, from $35m in Q3 2006 to $146m in Q1 2007. (Telaphia, 2007)

o In that same period, the number of mobile subscribers in the US using video services grew from 5.7 million to 8.4 million (for comparison, there are 77 million MMS users and 148 million SMS users). (Telaphia, 2007)

Mobile Video Viewers
o About 38 percent of consumers are watching TV shows online, 36 percent use their cell phones as entertainment devices and 45 percent are creating online content such as Web sites, music, videos and blogs for others. (Deloitte & Touche, State of the Media Democracy, 2007)

o About 20 percent of consumers said they view video content on their cell phones daily or almost daily. (Deloitte & Touche, State of the Media Democracy, 2007)

o Those who are tuning into mobile TV watch short-format or news-related content. (M:Metrics, 2007)

o Music videos are the most popular genre of on-demand TV content, followed by movie trailers, weather and sports. (M:Metrics, 2007)

o The audience skews toward young males. With 9.7 percent of 18-24-year-olds watching mobile video, this group is more than two and a half times more likely to watch video of some kind on their mobile device. (M:Metrics, 2007)

o Watching video on a mobile phone is a very recent phenomenon, in the very early stage of the product life cycle. Twenty eight percent of the mobile phones in the market offer the capability, one percent watch today and twelve percent show interest in viewing mobile video in the next six months. (The NPD Group, April 2006)

o While the number of current users is extremely small, they show very positive usage. More than half watch video on their mobile phone at least once a week. (The NPD Group, April 2006)

o 11 percent (of mobile users) would like to view short video clips on their handsets. (Jupiter Research, Wireless Forecast, 2005 to 2010. 2005)

Mobile Devices: What Consumers Aren’t Viewing
o Although high-speed wireless data networks are available to the majority of all cell phone users, few are migrating “desktop” activities to cell phones. (JupiterResearch, “Mobile Internet: Leave the Browser at Home on the Desktop, 2007)

o Overall, 63 percent of cell phone owners are not using cell phones to access such Internet services as search engines or to gather such information as the daily news, which are both popular activities on computers. (JupiterResearch, “Mobile Internet: Leave the Browser at Home on the Desktop, 2007)

Mobile Advertising
o According to the study, a surprising 35 percent of adult cell phone
users are willing to accept incentive-based advertisements. (Harris Interactive, Mobile Advertising Report: Understanding Subscriber Receptivity, 2007)

o Of these adults, 78 percent say the best incentive would be cold hard cash, followed by free minutes (63 percent), free entertainment downloads (e.g. ring tones,games; 40 percent) and discount coupons (40 percent). (Harris Interactive, Mobile Advertising Report: Understanding Subscriber Receptivity, 2007)

o Over half (56 percent) of those who are at least somewhat interested in receiving ads on their cell phone say they would prefer to receive them via text message, while 40 percent would like to receive them as a picture message. (Harris Interactive, Mobile Advertising Report: Understanding Subscriber Receptivity, 2007)

o Less than one-quarter of adults would choose to receive them as videos (24 percent), while others would have them transferred automatically to email (23 percent), as a voice message (22 percent) or something else (7 percent). (Harris Interactive, Mobile Advertising Report: Understanding Subscriber Receptivity, 2007)

o Just under three-quarters (70 percent) of respondents who are at least somewhat interested in receiving mobile advertising are also willing to provide information about themselves to their cell phone provider in exchange for an ability to customize the service to their needs. (Harris Interactive, Mobile Advertising Report: Understanding Subscriber Receptivity, 2007)

o Among them, 30 percent are willing to receive the ads for the right incentive,
while 20 percent would receive them if they have control to turn them on or
off and 20 percent are willing to receive the ads if they can choose who
the information is sent to. (Harris Interactive, Mobile Advertising Report: Understanding Subscriber Receptivity, 2007)

o Adult mobile phone users who are at least somewhat interested in mobile
advertising also feel that the following could lower the pain associated
with watching these ads:
– The ability to opt out (66 percent);
– Choosing the type of ads to be received (56 percent);
– Choosing the number of ads to be received in a given period of time
(48 percent);
– Providing a profile of desired areas of interest so only specific ads
are sent (43 percent);
– Different/discounted plan if ads included (42 percent);
– Choosing specific times when ads would be received (40 percent).
(Harris Interactive, Mobile Advertising Report: Understanding Subscriber Receptivity, 2007)

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