Study: Mobile TV with bleak prospects

According to a study conducted by Publicom, Swiss cell phone users are prepared to spend an average of CHF 130 extra on attractive cell phone services. However, the prerequisite is that the offer is right. 1,200 Swiss cell phone users were surveyed. They were particularly interested in services that utilize the specific advantages of mobile communication and contain information that is not already available via other channels. The greatest interest was shown in cell phone services in the areas of transport and leisure. According to the Publicom study, however, the prospects of success for mobile TV are rather bleak. The chances are better for payment and simply banking services, but the corresponding security norms and technical standards are lacking here. Nonetheless, mobile data services are considered to be a major growth market worldwide and in Switzerland, too, the turnover generated could triple to CHF 900 million within the next five years.