Aligning Content with Consumers is Key to Mastering the Mobile Video Market

New Topic Paper from The Diffusion Group Confirms Importance of Creating Targeted Content Offerings

Dallas, TX October 18, 2005 – The key to success in the early mobile video services market is aligning content offerings with the needs of specific consumer segments. According to a new topic paper from The Diffusion group, Mastering Content in the Mobile Video Market, developing targeted content offerings is preferable to pushing a broad range of content intended to meet the tastes of all viewers. The topic paper is available free of charge at TDG’s website – www.tdgresearch.com.

“There is an abundance of research suggesting that consumers are ‘interested’ in viewing video on their mobile phones. But this data only tells part of the story,” said Dale Gilliam, director of primary research at TDG. “It is not simply a question of general interest; rather, it is a question of what percentage of consumers would actually pay to receive such a service – making this determination is the real challenge.”

TDG’s research found that both general interest in and proclivity to purchase mobile video services varies relative to the types of content offered. In fact, knowing which content offerings to offer specific groups of consumers will actually increase the likelihood that these consumers will sign up and pay for the service.

“Securing a wide range of brand-name content will no doubt help to attract new users,” Gilliam continued. “Focusing on breadth of content over high-quality targeted content, however, would be a huge mistake, a move that could dilute the quality of those efforts that stand the best chance of success.”

TDG’s latest topic paper, Mastering Content in the Mobile Video Market, highlights data from August 2005 interviews with more than 2,100 US mobile phone users regarding their usage of and interest in a variety of mobile multimedia platforms and services including mobile phones, portable multimedia players, and portable gaming devices, as well as a variety of associated services. For a free copy of this topic paper, please visit TDG’s website at www.tdgresearch.com.

For a table showing content preferences, please visit: Graphic Located at http://www.tdgresearch.com/images/chart18.gif.

About The Diffusion Group (TDG) –

The Diffusion Group is a strategic research and consulting firm focused on new media and digital home markets. Using a unique blend of research expertise, executive-level consultants, and hands-on technical experts, we create more than just research – we generate Intelligence in Action TM. TDG is committed to providing market research and strategic consulting services based on conservative, real-world analysis and market forecasts grounded in consumer research. For more information about The Diffusion Group, visit our website at www.thediffusiongroup.com.

Contact:

Andy Tarczon

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