A new study by Mercer Management Consulting was cited by Online Media Daily saying that around 70 percent of wireless executives reveal that mobile TV is still several years away from becoming part of the mainstream experience.
Another conclusion of the study was that by the year 2009, mobile video would only add another $5 for each user; nothing they're too excited about. The value in adding video to mobile would be in the possibility that they could charge more for the handsets and maybe add to their customer loyalty.
In considering the value of mobile TV for advertisers, Martin Kon, a Mercer Management director, said in the report, "However, given modest adoption expectations, this value proposition could be tempered by advertisers' perceptions of insufficient scale versus paid search and other emerging formats."
That's a fancy way of saying that it may not be anywhere near as big as paid search and newly developing formats, and so not as attractive to advertisers.
While wireless and mobile is being touted as a big thing for watching video, I'm still not so sure that it will become as big as it's being hyped. Do you think it will?
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