Global - Mobile Data - SMS TV

Synopsis

This report was archived in July 2006 and has not been updated. High mobile phone penetration rates and a fondness - particularly amongst young people - for sending text messages has clearly contributed significantly to the growth of a form of interaction, called SMS/TV. Broadcasters have used SMS as a channel for communicating directly with viewers to extend program/station loyalty. Those broadcasters that are building Customer Relationship Management (CRM) data bases are in a position to gather data on preferences and the marketing of programs.

Table of Contents

  • 1. Synopsis
  • 2. The broadcaster and the mobile operator
  • 3. Key elements of SMS/TV
    • 3.1 SMS/TV case studies
      • 3.1.1 Sogecable Spain
      • 3.1.2 O2 UK
      • 3.1.3 Predikta India
      • 3.1.4 MTV
      • 3.1.5 Blue Factory in Sweden
    • 3.2 SMS in TV advertising
    • 3.3 Mobile gaming
  • 4. Challenges ahead
  • 5. Permission-based is killer app
  • 6. New opportunities
  • 7. The future of SMS/TV
    • 7.1 Risk: high costs
    • 7.2 New driver behind iTV

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Focus Report Profile

Technologies

Mobile & Wireless Broadband and Media

Number of pages 6

Status Archived

Last updated 2 Aug 2006
Update History

Analyst: Kylie Wansink

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