Boston, MA - August 15, 2006 -- Strategy Analytics, the global research and consulting company, recently released, "Mobile TV UK: Mixed Reception as Vodafone Live! is Rated Best Service, Beating ROK TV and MobiTV from Three," its latest consumer benchmarking report which concludes that users rated Vodafone Live! Mobile TV as the best service available in the UK.

Vodafone Live! Mobile TV out-scored ROK TV and Three's MobiTV, while technical difficulties made it impossible to evaluate Orange TV. Users rated Vodafone Live! as the best service across all categories tested - Usability, Audiovisual Quality, Network Performance and Content.

There was a mixed reaction to the services available. "While some participants were clearly impressed, other users still need to be convinced about the value of mobile TV" according to Paul Brown, Wireless Analyst at Strategy Analytics. "Concerns over network reliability, coupled with device limitations, are key barriers to adoption which must be addressed by both service providers and device manufacturers. ".

Kevin Nolan, Director of the Advanced Wireless Laboratory added "It is important to offer compelling content. Users showed the greatest interest in watching familiar channels - which is something that Vodafone offers its customers through its partnership with Sky."

Overall User Ratings: Mobile TV Applications, UK

Source: Strategy Analytics