User Interviews Report (Excerpt)
This is an excerpt from the full report, including research questions under investigation and some interview findings.
Research Issues
The goal of the study is to investigate the potential of the technology of delivering TV/video programming on mobile phones. This technology is still relatively new, and adoption limited: first cell phone TV offerings were introduced in 2005 (Van Veen, Favier, Carini & Menke, 2006). Van Veen et al also report that only 39% of consumers currently know that they can watch TV on their cell phones. Market research also indicates that the adoption of video on mobile devices is slow: "Fifty percent of subscribers to cell phone services like Verizon's VCast don't access the video content. Thirty percent of iPod Video owners use the device for uses other than video." ("Slow Adoption for Mobile Video," 2006).
Although cell phones remain the most common device to be carried by users on an everyday basis, cell phones are preferred because of their smaller size and form factor, which might run counter to increased screen size which might be required for video-viewing (Golvin & Cohen, 2006). This research also indicates that users may "prefer single-function gadgets that deliver superb usability over clunkier, multifunction devices that deliver mediocre experiences across many activities" (Golvin & Cohen, 2006).
In light of this research, it is yet uncertain what kind of market exists for this medium of video delivery. Exploratory research with users can determine the likelihood of user adoption, and what factors might mean the difference between success and failure.
The key issues addressed in this research study, as identified by the client, were as follows:
- Are users interested in signing up for TV on their mobile phones?
- What features/functionality would increase conversion of users?
In order to probe these two questions, user research explored users' current cell phone usage habits: why/when/how much they take advantage of non-calling functionality such as text messaging or cameras, and when are they likely to adopt new or unfamiliar features. Users' current video/TV watching habits were investigated, and whether these are changing away from traditional TV viewing. Finally, users' impressions of the usefulness of TV cell functionality, the types of content that would be most attractive, as well as barriers to adoption were explored.
Analysis of Interviews
1. Are users interested in signing up for TV on their mobile phones?
Participants did not express a strong interest in watching videos on cell phones
The interview participants were not highly excited about the idea of accessing video content on their cell phones. Three out of the four participants were not aware that this technology was available today, and none mentioned it as a feature that they would be interested in accessing. All participants expressed the idea that they saw their cell phones as primarily a communication device and its other features as peripheral.
Participants expressed a preference for shorter content
When prompted, three out of four participants expressed interest in watching some type of video content on their cell phones. Participants responded more positively to watching shorter pieces of video. The weather forecast was the only type of content all participants expressed interest in watching on their cell phone, two mentioning that the forecast would be useful even if it were not delivered as video. The two 'traveler' participants expressed interest in watching news, and one expressed interest in watching music videos. It is important to note that after viewing a sample video on an ipod screen, three participants deemed the screen big enough for watching longer pieces of content than they originally anticipated.
Participants may prefer a dedicated device if it delivers better quality
P2 reported that she does not use the games/apps on her phone because 'she has a computer for that.' P3 reported that he has no interest in watching TV on his cell because he 'would rather sit on the couch and watch TV,' in addition to stating that games and applications can be done better at the computer. P4 reported that she does not use the camera in her cell phone because she prefers her own dedicated camera. P2 initially reported that she would like an mp3 player to be included in her cell phone, but also commented that she liked having a (separate) ipod for the purpose. Two participants expressed fears of discomfort from watching TV on a cell phone, including concerns about eyestrain, and having to hold the device up to watch the screen.
New feature adoption might be socially-driven
Three of the participants described a social aspect to technology adoption and likelihood of use. P1 described being motivated to upgrade her phone after going with a friend who was upgrading her own, and exploring the cell camera functionality with a friend. P2 mentioned adopting text messaging because "everybody else was doing it." P3 mentioned that his online video watching is often driven by what people email him, while P1 mentioned that she might watch video on her cell phone that was sent to her by others. P1 also described the fact that she enjoys watching movies with others as a possible barrier to watching video on her cell.
2. What features/functionality would increase conversion of users?
Appropriate screen size is paramount
All participants mentioned screen size as a concern for watching video on their cell phones. They described their ideal phone as being 'wider' (P1), with a large screen (P3). After being shown the sample iPod video, both P1 and P4 deemed the iPod size to be ideal for watching video both in terms of screen size and size of the device itself. All participants were positively impressed by the iPod videoscreen. They variously described the screen as 'nice, comfortable', 'screen size decent, good quality,' 'small, but picture decent,' and 'pretty clear/nice, no delay, not grainy.' After viewing the screen, three participants expressed being more open to the idea of watching TV on their cell, and/or being more likely to watch longer pieces of content which they previously thought too long for comfortable viewing, such as TV shows.
(Small) size of phone is key
All participants mentioned that the size of their phone was important, desiring one that is 'compact,' 'not too bulky,' 'small enough to put in a pocket.' One participant (P2) expressed fears that a video phone might be too big to be portable.
The iPhone is perceived as a state-of-the-art device by Early Adopters
Both early adopter participants enthusiastically embraced the iPhone, which, upon its release, will include music/video functionality equivalent to the currently available iPods. P3 reported that he is planning on purchasing an iPhone because he likes "the interface, looks, everything." He also reported that he would overlook the larger size in order to get the highly desirable device, and believes that he is more likely to use the applications on that phone due to the superior interface. P2, despite having no plans to upgrade her phone in the near future, reported that she has considered the iPhone, again because of its interface, and the fact that it includes multiple functionality in one device.
Conclusion
Data from these interviews points to the conclusion that video on cell phones may be a niche market rather than a functionality that will be adopted widely. The best approach might be to target very specific user groups (i.e. the travelers), and attempt to meet their needs, rather than market the technology widely to those who are not likely to use it frequently. Brainstorming activities during the focus group research can help clarify what type of features would be especially appealing to those niche markets.
References
Golvin C.S. and Cohen S. M. (2006). "The Battle For Beltshare." Forrester Research. Retrieved on February 14, 2007 from www.forrester.com/Role/Research/Document/0,9065,38693,00.html
Golvin C.S., Brown E.G., and Van Metre E. (2006). "How US Youth Use Mobile." Forrester Research. Retrieved on February 14, 2007 from www.forrester.com/Research/Document/0,7211,40522,00.html
"Slow Adoption for Mobile Video." (2006). ClickZ Network. Retrieved on February 14, 2007 from www.clickz.com/showPage.html?page=3619601
Van Veen N., Favier J., Carini A. and Menke L. (2006). "Getting Consumers To Use Mobile Services." Forrester Research. Retrieved on February 14, 2007 from www.forrester.com/Research/Document/0,7211,38177,00.html