HSPA network has gain widespread popularity by many in Singapore, because of its high speed data capability. 3.6Mbps downstream on mobile handset is currently offered by the three telcos - SingTel, StarHub and M1. However, there are simply too little applications, that can be used to ride on such high-bandwidth on a mobile phones.
Recently, Ericsson announced new plans on Mobile TV, during a briefing at Mobile World Congress 2008. Mobile TV will be utilising HSPA as the transmission protocol. First, IPTV, now Mobile-TV. It has brought watching TV experience to a new level. Imagine watching "Heroes" on your mobile.
"Tandberg Television CEO and President Eric Cooney said in a press briefing that users are increasingly viewing TV "less as a linear experience--you watch when you choose to now", he said.
And the value for advertisers is great--to the tune of US$500 million expected to be spent on mobile TV advertisements a year by 2011, said Cooney. As providers are able to more accurately profile TV on demand users based on information they provide, "highly targeted advertisements" can be fed to the individual user.
"Operators will know how to engage the user and know who is watching and when," said Cooney.
The challenge for operators, however, will be in wrestling users away from traditional TV.
Cooney said that the way for them to overcome that barrier will be to find differentiated offerings such as personalized content, time-shifting, HD quality and video on demand, for example."
It however, sets me thinking 5-10 years down the road, will mobile handset kills off traditional TV, like what it did to Fixed Analogue Phone and Pager? Why buy TV when you can watch it on a handphone?
Flickr Photo By @tak