A survey by iReach has found that fewer than 10% of Irish mobile users would be willing to pay for mobile TV services. More than 2,000 people were questioned in the poll, but only 8% of all users said they would stump up for TV services, although this figure rose to 17% when considering the responses of existing 3G users. Last week Vodafone Ireland announced plans to launch a mobile TV service in partnership with Sky – a first for the country. Vodafone’s new offering will be available from this week and will be free until September. Ireland’s mobile operators are looking to new revenue streams to offset declining ARPUs in the face of stiff competition.
iReach believes that content will be the key issue for service providers and success could hinge on securing strong partnerships with media organisations. Nonetheless, the group thinks it will be easier to sell mobile TV services than some other data services which are viewed as a commodity product. ‘Users . . . are used to getting free email services but . . . are also conditioned to paying for more media-rich services such as mobile TV,’ iReach said.