Deploying and Managing DVB-H '07

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Pre-Conference Workshop A

Mobile TV:What Do Users Want?

Workshop Leaders

Serco Usability Services has many years of experience in researching user requirements for a broad range of TV and mobile phone interfaces. In addition, recently we have conducted a number of studies, both for our clients and independently, into mobile TV services. In particular, our independent studies have included usability testing of early products, user needs analysis activities and creation of guidelines for the design of mobile TV (freely downloadable from: www.serco.com/usability/research). Our continuing involvement in this area ensures we remain at the forefront of understanding into what users really want from Mobile TV.

Workshop Objectives

• Understand the key challenges in designing usable Mobile TV
• Communicate the findings of Serco’s independent research in Mobile TV and associated recommendations for design
• Uncover lessons that can be learnt from:
  • Designing for TV interfaces
  • Designing for mobile phone interfaces
• Help you understand how to ensure your Mobile TV products are useful, usable and ultimately used

Workshop Target Audience

Designers, information architects, and all those with an interest in the design of the user experience of mobile TV

Engineers, product managers and other staff concerned with mobile TV

Commercial usability specialists and user research specialists, who work with new technologies generally and who will employ techniques with an aspect of predictive usability

Academic usability experts, and user research specialists, interested in examples of research in the new technology

Workshop Agenda

The workshop will be designed to be interactive, and will include participatory exercises in which attendees will be encouraged to share their views:

• Where are we today? (30 mins)
• The challenges in designing usable Mobile TV (30 mins)
• Findings and recommendations from Serco’s independent research (1 hr)
• What can be learnt from the TV and mobile phone industries? (30 mins)
• How to move forward in user-centred Mobile TV design (30 mins)

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• Workshop A
• Workshop B

Pre-Conference Workshop B

Generating Effective Advertising Revenues and Optimising Content Rights on Mobile TV

Workshop Leaders

PwC has a Global Centre of Excellence in Telecoms and Media run out of its London-based Valuation and Strategy practice. Further we have a particular focus on telecoms-media and fixed-mobile convergence, and have a leading global client base that spans the entire value chain of content creation, production, infrastructure and distribution, and regulation across both broadcast and telecoms.

PwC has been instrumental in helping its global clients in this area of media on mobile.

Workshop Objectives

While various business models for Mobile TV have been discussed at length there has been insufficient focus on effective implementation within a multi-product portfolio. Striking the balance between customer impact and profitability is difficult to achieve in practice: operators try to create increased ARPU as a result of their investment in content rights, which results in Mobile TV products that are not sufficiently “value-add” from the customers perspective causing lower-than-expected uptake and significant “honeymoon” period effects where customers stop using the service after a matter of weeks.

Further, operators continue to be concerned about the cannibalisation effect of broadcast mobile TV against the existing 3G services, whereas effective approaches to leveraging content across all platforms can result in overall synergies providing accurate segmentation and cross-sell opportunities are harnessed.

We believe that there are two fundamental issues that can help broadcasters and operators in achieving these balances:

1. Increase their understanding and leverage of advertising on Mobile TV;
2. Optimise their approach to content rights (acquisition and execution) to give better personalisation and customisation on Mobile TV. This workshop covers these two key topics by using a combination of our data analysis, case studies, and our international strategy experience in different markets/segments to illustrate some of the criteria that should be considered when trying to optimise approaches to advertising and content rights on Mobile TV.
   
   By the end of the workshop, participants will have an appreciation of evidence-based advertising revenue approaches on Mobile TV, and a greater understanding of how to weigh the effectiveness of content rights acquisition between subscriber-drivers and ARPU generators - both with a constant focus on the customer experience.

Workshop Target Audience

This workshop is targeted at senior managers of content providers/producers and mobile (virtual) network operators seeking to develop new approaches to their current and future Mobile TV product portfolios to balance audience (customers) and revenue/profitability goals.