Mobil-TV - en fråga om innehåll och kundrelation? : Fyra framtidsscenarier för den svenska marknaden

Sammanfattning: Mobile TV – is the introduction on the Swedish market about content and customer relationship? This study explores and defines key factors of decisive importance for the introduction of mobile TV in Sweden, using the TAIDA model. In order to summarize and analyze the factors, four interviews with key actors have been carried out. The answers have been compared to generate the two different criteria that are used for presenting four different scenarios. The purpose of the study is to constitute data in the decision making process. By collecting and analyzing facts that will influence an uncertain future, decision makers can use the result to reduce risks. Results are presented from the mobile operator’s viewpoint and show that the mobile TV market is a mix of the mobile market and the TV market. The two identified key factors that will affect how the mobile TV market will be formed are: (1) the proportion of unique content – which content will be asked for and who will serve the customers with that content? (2) the relation to the customer – which actor will have the closest relation to the customer? When combining these factors, four different and probable markets are clarified and presented: (1) fragmented market - where content asked for and relations to the customer are vague (2) the mobile operator’s market - where customers have a clear connection to the mobile operator and the content is separated from the regular TV content (3) the TV channels market - where customers have their closest relationship to the TV operators and the distinction between regular and mobile TV is vague (4) symbiotic market - where the mobile operator have a close connection to the customer while the content asked for is delivered by the TV channels