World Cup to drive mobile TV demand?

31 May 2006

Germany’s four mobile operators, T-Mobile Deutschland, Vodafone Germany, O2 Germany and E-Plus, have begun trials of mobile TV services, writes World Markets Research Centre. Customers participating in the trials will be able to receive TV programmes from the two state-run channels, ARD and ZDF, and 16 radio stations on their TV-enabled handsets until the end of August. The trials are taking place in Berlin, Hamburg, Munich and Hanover. The mobile TV broadcasts will focus on coverage of the football World Cup, which is being hosted this year by Germany. The move represents the German mobile operators’ joint efforts to bring mobile TV services to their customers for the first time in Europe. The companies expect to use the momentum surrounding the World Cup to promote mobile TV services. The monthly fee is expected to be between EUR5 and EUR15 depending on the number of channels selected. Germany is the second country in the world, after South Korea, to begin commercial mobile TV services.