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From “Borat” to the Discovery Channel — More Than 2,000 Video Titles Are Available on the Third Screen, According to TelephiaConsumer Adoption Will Be Accelerated With Better Navigation and Faster Connections SAN FRANCISCO, CA — (MARKET WIRE) — November 14, 2006 — Can’t wait

to see previews of the “Borat”movie? Need to catch ESPN sports highlights or check the latest AccuWeatherforecast on the go? It’s all on your phone. Telephia, the world’s largestprovider of syndicated consumer research to the telecom and mobile mediamarkets, reports that more than 2,000 mobile video titles are available toCingular, Sprint and Verizon Wireless subscribers.

Telephia has begun tracking the availability of mobile video content in itsMobile Video Catalogue. The first release of the data, collected duringSeptember 2006, is available free of charge by emailing Maria Bumatay(mbumatay@telephia.com). The listings include titles available from bothclip (e.g. VCAST) and streaming (e.g. MobiTV) applications.

“Operators and content providers have made great progress in building thevariety and depth of content available to mobile video users,” saidKanishka Agarwal, Telephia’s VP of New Products. “Most key content types –News, Weather, Sports, Drama, Comedy, Music, Movies etc — are nowrepresented each with a good selection of titles.”

Channel Guides, 3G Phones Key to Driving Usage

With a broad selection of video content available, operators need to focuson improving navigation and usability. Fifty-two percent of mobile videousers prefer to use a channel guide to select content on their phones, andthe rate is even higher for younger mobile video users (70 %).

Telephia

“Mobile video users will be most comfortable with familiar navigationschemes that resemble service guides on cable/satellite TV and searchinterfaces on websites like YouTube,” added Agarwal.

Of course, great display devices and high-speed network connections willremain the most critical factors in building adoption and higher repeatusage of mobile video. Telephia’s research shows that dissatisfaction withexisting services largely results from service quality issues (see Table1). “Users will clearly respond to the higher quality experience as 3Gsystems evolve and gain adoption,” continued Agarwal. “And this bodes wellthe upcoming MediaFLO/Verizon Wireless launch which will offer usersanother step-up in quality.”

Table 1: Users Dissatisfied With Mobile TV/Video: Top Reasons ForDissatisfaction (U.S.)Reason Percent Citing Reason------- ---------------------Low video quality 41%Slow connection 35%Small screen size 6%Cost 4%Other 14%Source: Telephia Mobile Video Report (Q3 2006)About Telephia's Mobile Video Report
Telephia is the leading source for consumer research on the rapidlyevolving mobile video market. Telephia is tracking every significantelement of the mobile video market including audience size, demographics,engagement, awareness, purchase intent, content availability, advertisingspend, and quality of service. The next release of its industry leadingMobile Video Report will be available in early 2007 and will have channeland program level viewership statistics gathered from Telephia’s panel of500+ mobile video users.
Please join Telephia at the following industry events:
-- Informa Mobile TV Americas (New York City November 14-16, 2006). For more information, visit: www.informatm.com -- ESOMAR (Barcelona, Spain November 27-29, 2006). For more information, visit: www.esomar.org About Telephia
Telephia is the world’s largest provider of syndicated consumer research tothe telecom and mobile media markets. Telephia is your connection to thedigital consumer. Since 1998, executives at service providers, devicemanufacturers, content providers, and retailers have relied on Telephiadata to make confident competitive strategy, marketing and resourceallocation decisions. Telephia uses its unique measurement tools andlarge-scale consumer panels to completely understand the digital consumer’sbehavior, attitudes and experience.
To learn how Telephia data can help you understand the digital consumer andtrack your competitive performance, please contact us at (415) 395-0500 orsales@telephia.com.

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