TDG Research: Success in the Early Mobile Video Market Requires Fine Tuning

According to its latest consumer research initiative, TDG Research suggests that "market segmentation and targeting will be critical for vendors hoping to profit in the early market for mobile digital video."

Michael Greeson at The Diffusion Group said, "As with any new entertainment technology, the success of mobile multimedia ultimately depends on the quality of content. Securing a wide range of brand-name content is no doubt important for mobile video and has thus been the primary focus for service providers. The danger, however, is that focusing on breadth of content may dilute the quality of those efforts that stand the best chance of success. For example, only certain types of content will appeal to certain age groups, and only specific segments within these age groups are willing to pay for specific types of content. It's more than just a matter of offering interesting content - it's about offering the specific form of content most compelling to those most likely to pay for such services."

Among mobile subscribers interested in mobile video content, TDG found that:

• 15-24 years olds preferred MTV followed by Comedy Central and VH1
• 25-34 years olds preferred CNN followed by MTV and ESPN
• 35-50 years olds preferred CNN followed by Fox News and ESPN

Sounds similar to other findings that predict short music, comedy, news and sports clips are best suited for the mobile medium...