Developments of Narrowcasting and its Adoption Across Europe

Research and Markets are delighted to announce the addition of Narrowcasting Developments in Europe to their offering

(PRWEB) December 11, 2003 --Although there are now many documented instances of narrowcasting applications in North America, the proliferation of the technology in Europe is far less defined. To remedy this situation, this study recently carried out a six-day European survey aims to discover the extent to which narrowcasting is being adopted and for which applications it is being used. Through our conversations with technology vendors and system operators, we discovered that although narrowcasting is not yet widely publicized, it is indeed being used in many different areas.

This report provided some important findings that led us to the following conclusions

- The European market closely resembles the U.S. narrowcasting market in that at this very early stage in the market's development, most of the players are start-ups or newly-established business units within older companies.
- Successful implementations with the right message and the right environment have reported an increased turnover of 40% once a screen was installed.
- At this early stage in the development of the narrowcasting market, there are many lessons to be learned. Our research indicates that many network operators in Europe are concentrating their energies on one specific area and do not necessarily know about similar applications in other areas.
- Many in the narrowcasting market believe that those who "own" the space will likely make the most money from narrowcasting in the future. As narrowcasting becomes more commonplace, early entrepreneurs who have locked-in business will own a very valuable commodity.
- At some point in the future, the big media groups in Europe will be more interested in acquiring proven narrowcasting applications and viable narrowcasting companies.
- Although the primary purpose of narrowcasting applications is related to advertising, most implementations in Europe also offered some information or entertainment content.

This report has been reduced in price due to its age. The original price was $595.

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