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Mobile broadband growth drives mobile video adoption

High-speed mobile broadband networks, capable devices and flat rate data plans are driving market growth of media rich mobile applications such as mobile video according to new research from Frost and Sullivan (F&S).

Analysing the state of the US mobile broadband industry, F&S says that although streaming video content has been delivered to mobile devices in the US for nearly five years, the penetration of video enabled mobile phones in North America is now ‘significant’. It says that with recent improvements in mobile broadband networks, devices, content creation, delivery and protection frameworks, mobile video services are set to become immensely popular channels for information on the go, applications that could well likely see use in mobile business.

The emergence of peer-to-peer services such as mobile video telephony can further help drive adoption, suggests F&S who also believes that users can expect greater choices in terms of content, service providers, pricing plans and devices.

However, F&S cautions that a major challenge to users will be to find the right mix of basic and premium services that work well in the mobile environment. It adds that the network and presentation layers need to present a unified experience to the consumer without inundating them with multiple pricing plans and service guides.

Looking at what needs to happen to ensure growth, F&S believes that the greatest challenge to service providers will be to ensure end user awareness about mobile video services and to continue to justify the cost of basic mobile video services included within data plans. It advises service providers to place focus on making sure that the best services are available without merely adding channels to a service line-up.

"High-speed networks, capable devices, and flat rate data plans drive market growth," explained Frost & Sullivan Senior Analyst Vikrant Gandhi. "3G services are available in all major cellular markets and subscribers can virtually watch unlimited basic videos when they subscribe to the high-speed wireless data plans.”


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