Boston, MA - 30 January 2008 - The Strategy Analytics Wireless Media Lab report on buyer behavior, "Strategy Analytics: Intuitive Menu and On Screen Guide Essential for Mobile TV," evaluates the perceived importance of key features for current and prospective mobile TV users.

Excellent audiovisual quality and reliable coverage are, of course, "table stakes" items and are the two most important features in both the US and Western Europe. Over half of respondents rated these features as `must have' for a mobile TV service.

Paul Brown, Senior User Experience Analyst at Strategy Analytics, commented, "An intuitive menu and simple on screen guide are critical to the consumption experience for first generation mobile TV users." David Kerr, VP of the Global Wireless Practice, added, "At present, users are primarily interested in a high quality, reliable viewing experience. However, in Italy, the most established market for mobile TV in Western Europe, users place higher value on enhanced features such as the ability to record/pause live TV than their European counterparts. This points the way for future consumer requirements."

Mobile TV `Must Have' Features

Source: Strategy Analytics