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Vodafone Live! Best Mobile TV Service
25th July , 2006

Overall User Ratings Above : Mobile TV Applications, UK

Europe : In a user test of Mobile TV services conducted in London, UK, Vodafone Live! Mobile TV was rated ahead of ROK TV and MobiTV from Three as the best UK mobile TV service. Vodafone Live! achieved highest ratings in all categories – Audiovisual Quality, Usability, Network Performance and Content. However, none of the services was rated higher than 65/100, and participants expressed mixed reactions to the overall concept of Mobile TV. Many participants were less than impressed with current offerings, citing poor perceived audiovisual quality and device limitations as key barriers to adoption.
July 2006

Strategy Analytics User Benchmarking found that Vodafone Live! Mobile TV is the best Mobile TV service currently available in the UK.
- These findings are based on the results of end user service evaluations undertaken in London, UK during June 2006 with Strategy Analytics UK Advanced User Panel.

Vodafone Live! Mobile TV achieved the highest composite rating of 65/100, 5 points ahead of ROK TV and 9 points ahead of MobiTV from Three. Technical difficulties meant participants were unable to properly evaluate Orange TV.

Vodafone Live! Mobile TV was rated the best service in each of the four categories under test – Usability (68/100), Audiovisual Quality (61/100), Network Performance (66/100) and Content (63/100).
- MobiTV from Three was rated lowest for Audiovisual Quality (51/100) and - - Network Performance (47/100).
ROK TV received the lowest score for Usability (64/100) and Content (56/100).

As overall ratings of 56-65/100 would suggest, end users are not particularly impressed by any of the current UK Mobile TV services. Users cited several factors that represent significant barriers to adoption:
- Perceived poor quality due to network limitations.
- Device limitations (screen size, battery).
- Time/location constraints: Where and when they would have the time/inclination to watch Mobile TV.
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