Guidelines for the Future Success of Mobile TV; MoCoBe Study of One-Seg Usage in Japan Shows Opportunities and Risks of Mobile TV.

Tokyo, Japan, July 23, 2007 - (JCN Newswire) - According to "The Mobile TV Insight Report" released today by the Mobile Consumer Lab at the International University of Japan, current 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, the results outlined in this report show that Japan's One-Seg users appear to be lowering their usage of the most profitable mobile phone services including Voice and Email, which suggests that troubles could lie ahead for the Mobile TV industry.

According to the author of this report, Prof. Philip Sugai, Director of the Mobile Consumer Lab at the International University of Japan, "Business leaders across the Mobile TV value-chain must seriously reconsider their approach to delivering television content via the mobile platform, as Japan's current One-Seg users are clearly behaving in ways that could threaten the long term profitability of Mobile TV services."

But the news isn't all bad. In fact, a number of exciting opportunities await those businesses who begin to depart from the traditional television broadcast model, and embrace the powerful capabilities of the mobile platform.

"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," stated Prof. Sugai. "And doing so within a clearly focused strategy around 'Entertainment' rather than launching Mobile TV as 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.'

Prof. Sugai will present a portion of these findings at today's Red Herring Japan 2007 Conference held in Kyoto, Japan, July 23rd. A free report summary is available on the Mobile Consumer Lab's website www.MoCoBe.com, and the full 84-page report is available for sale through the Lab's partner site Infinita at

www.infinita.co.jp/research .

For additional information, Japanese and English inquiries can be sent to Professor Sugai at [phone] or by email at: [e-mail]

About Professor Philip Sugai

Philip Sugai is the Director of the Mobile Consumer Lab at the International University of Japan, where he is also the Associate Dean of the Graduate School of International Management and an Associate Professor of Marketing.

About MoCoBe

MoCoBe (Mobile Consumer Behavuour Lab @ IUJ) was founded to create new insights, ideas and ventures by bridging the gap between consumers and wireless technologies. Partnering with businesses across the mobile value system, researchers, students and faculty members are exploring the marketing effects of the mobile platform, and how to leverage this understanding into more compelling mobile, wireless and ubiquitous solutions around the world. This Lab is housed at the International University of Japan in Niigata, and is part of the University's larger PLATFORM initiatives. More than 20 master's students from 13+ countries are currently studying within this Lab, and all Lab activities are included on the Mobile Consumer Behavior website, www.MoCoBe.com.

Source: MoCoBe

Contact:

Professor Phillipe Sugai
Director of the Mobile Consumer Lab
Graduate School of International Management
International University of Japan
Tel: [phone]
Email: [e-mail]

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