SOURCE: Telephia

November 14, 2006 09:00 ET

From "Borat" to the Discovery Channel -- More Than 2,000 Video Titles Are Available on the Third Screen, According to Telephia

Consumer Adoption Will Be Accelerated With Better Navigation and Faster Connections

SAN FRANCISCO, CA -- (MARKET WIRE) -- November 14, 2006 -- Can't wait to see previews of the "Borat" movie? Need to catch ESPN sports highlights or check the latest AccuWeather forecast on the go? It's all on your phone. Telephia, the world's largest provider of syndicated consumer research to the telecom and mobile media markets, reports that more than 2,000 mobile video titles are available to Cingular, Sprint and Verizon Wireless subscribers.

Telephia has begun tracking the availability of mobile video content in its Mobile Video Catalogue. The first release of the data, collected during September 2006, is available free of charge by emailing Maria Bumatay (mbumatay@telephia.com). The listings include titles available from both clip (e.g. VCAST) and streaming (e.g. MobiTV) applications.

"Operators and content providers have made great progress in building the variety and depth of content available to mobile video users," said Kanishka Agarwal, Telephia's VP of New Products. "Most key content types -- News, Weather, Sports, Drama, Comedy, Music, Movies etc -- are now represented each with a good selection of titles."

Channel Guides, 3G Phones Key to Driving Usage

With a broad selection of video content available, operators need to focus on improving navigation and usability. Fifty-two percent of mobile video users prefer to use a channel guide to select content on their phones, and the rate is even higher for younger mobile video users (70 %).

"Mobile video users will be most comfortable with familiar navigation schemes that resemble service guides on cable/satellite TV and search interfaces on websites like YouTube," added Agarwal.

Of course, great display devices and high-speed network connections will remain the most critical factors in building adoption and higher repeat usage of mobile video. Telephia's research shows that dissatisfaction with existing services largely results from service quality issues (see Table 1). "Users will clearly respond to the higher quality experience as 3G systems evolve and gain adoption," continued Agarwal. "And this bodes well the upcoming MediaFLO/Verizon Wireless launch which will offer users another step-up in quality."

Table 1: Users Dissatisfied With Mobile TV/Video: Top Reasons For
Dissatisfaction (U.S.)

Reason                                      Percent Citing Reason
-------                                     ---------------------
Low video quality                                             41%
Slow connection                                               35%
Small screen size                                              6%
Cost                                                           4%
Other                                                         14%

Source: Telephia Mobile Video Report (Q3 2006)
About Telephia's Mobile Video Report

Telephia is the leading source for consumer research on the rapidly evolving mobile video market. Telephia is tracking every significant element of the mobile video market including audience size, demographics, engagement, awareness, purchase intent, content availability, advertising spend, and quality of service. The next release of its industry leading Mobile Video Report will be available in early 2007 and will have channel and program level viewership statistics gathered from Telephia's panel of 500+ mobile video users.

Please join Telephia at the following industry events:

--  Informa Mobile TV Americas (New York City November 14-16, 2006). For
    more information, visit: www.informatm.com
    
--  ESOMAR (Barcelona, Spain November 27-29, 2006). For more information,
    visit: www.esomar.org
    
About Telephia

Telephia is the world's largest provider of syndicated consumer research to the telecom and mobile media markets. Telephia is your connection to the digital consumer. Since 1998, executives at service providers, device manufacturers, content providers, and retailers have relied on Telephia data to make confident competitive strategy, marketing and resource allocation decisions. Telephia uses its unique measurement tools and large-scale consumer panels to completely understand the digital consumer's behavior, attitudes and experience.

To learn how Telephia data can help you understand the digital consumer and track your competitive performance, please contact us at (415) 395-0500 or sales@telephia.com.

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