television services on cellphones have had little commercial impact so far and
that's likely to continue in 2007 despite a significant amount of money invested
in the technology, according to a Deloitte research report released Monday.
The 2007 edition of the consulting firm's Technology, Media and
Telecommunications Predictions study - based on observations from Deloitte's
staff, clients and others - says there's not much demand in Canada for
television programs on cellphones.
But John Ruffolo, national leader with Deloitte's technology, media and
telecommunications practice, said shorter clips of about five minutes in length
- such as highlights from sports events - are gaining in popularity.
"It's content you can't get anywhere else. I think they're going to get
very, very popular," Ruffolo said.
Quite frankly, I don't think that short movies will ramp-up and drive the
market. We have these kind of short video clips here for ages, accessible via
WAP and MMS download as well as via streaming and so far, it hasn't made a major
impact; neither financial nor in use. I think the personalized live component is
what (will) attract the customer (sooner or later).
Cheers ~ Arne