Telefónica España has selected Ericsson as part of the deployment of its new mobile TV service targeting residential customers.
As the prime contractor, Ericsson will build the complete mobile TV and video solution and integrate enriched and advanced mobile TV functionality. This includes what Ericsson claims to be the world’s fastest channel selector, making mobile TV channel surfing much more convenient and “just one click on the mobile handset” being needed to change channels. An Electronic Programming Guide (EPG) is also included.
Together with the Norwegian Broadcasting Corporation (NRK), Ericsson has also conducted a three-month long personalised interactive mobile TV advertising trial which has proved the effectiveness of the new medium for advertising.
The average click-through rate reached 13%, and the average viewing time of each mobile TV user more than doubled to seven minutes per session when users interacted with customised ads. The usage was consistent over the trial period.
Almost half of the users were 30 to 44 years old, followed by those 18 to 29 years old.