European mobile TV users discontinue service more often than not

Former users of mobile TV and video services in Europe outnumber current users by more than 19 percent, according to new research from M:Metrics.
Users cited price, reliability and quality issues as the main reasons for not continuing with such services. Nearly half of users mentioned price issues as a reason they cut off video services. One-fourth were unhappy with quality and reliability.
“Pricing has already been highlighted as a stumbling block for recurrent use of mobile video and TV services, but we were surprised by just how much value users place on quality and reliability,” said Paul Goode, senior analyst at M:Metrics. “Once the basic requirements of quality and reliability are good enough, the focus will rightly shift to issues of programming, brands and marketing in addition to price.
“This research highlights the need to address quality and reliability so the industry can retain viewers, which is a key part of growing audience numbers,” said Goode.
The survey of 22,000 mobile service users in the United Kingdom, Germany, Italy, France and Spain was commissioned by Tellabs.