Mobile TV services run the significant risk of achieving unprofitable financial returns, and may fail to attract widespread usage amongst mobile phone subscribers. In fact, Mobile TV users surveyed for this report appear to be lowering their usage of the most profitable mobile phone services including Voice and Email, which should serve as a wake-up call to all players within the Mobile TV value chain.

However, current Mobile TV usage trends also point out a number of exciting opportunities. This report examines these in detail and provides clear recommendations which show how Mobile TV can truly become the next "killer application" for the mobile platform.

Specifically, television content delivered through the mobile channel must be considered the "glue" to pull together other advanced data service offerings including Games, Music, Commerce, LBS and SNS. And doing so within a clearly focused strategy around "Entertainment" rather than just another "cool technology" may create true competitive advantage for those operators, broadcasters, content creators, advertisers and media agencies who commit to such an approach.

While this research was conducted in Japan, surveying more than 400 mobile phone subscribers in March 2007, these results and the conclusions drawn from them can and should be applied globally.