Abstract
Mobile Television is highly considered to be the next breakthrough application in wireless technology. Recently mobile marketing has become an important method of communication with the recent advances in mobile phone technology. The primary objective of the study was to find solutions that could possibly increase the number of mobile TV subscribers in South Africa so as to increase mobile TV usefulness as a marketing tool for products and services. The design of the study was a quantitative design. This research involved distributing a questionnaire at The University of The Witwatersrand to a sample group of 380 students between the ages of 18 to 25. The data collected was analysed using Statistical Analysis Software (SAS) Enterprise Guide 5.The results of the empirical study indicated that size of screens being too small was a major concern for mobile TV viewers and would make viewers less likely consider viewing mobile TV. DOI: 10.5901/mjss.2014.v5n25p158
Highlights
Mobile television has evolved into a marketing vehicle due to recent technological advances in mobile devices (Varnali & Toker, 2009)
This research paper explored the (DVB-H) which is the abbreviation for Digital Video Broadcasting-Handheld and (DMB) which stands for Digital Multimedia Broadcasting and has been used to a greater extent Europe and Asia (Cullen, 2005)
The significance level that was used for the linear regression analysis was (Į) 0.005
Summary
Mobile television has evolved into a marketing vehicle due to recent technological advances in mobile devices (Varnali & Toker, 2009). DStv Mobile, a division of Multichoice had been pioneering the way for mobile TV in South Africa and had introduced mobile TV for smartphones on the 23rd of November 2010 for a monthly subscription fee of R36. Another mobile TV device Multichoice introduced was the DStv Drifta, launched in 2011 it sales for R449 and has a subscription fee of R49 per month. MultiChoice’s DStv Mobile has utilized both broadcast and streaming technology to provide mobile TV, that is Digital Video Broadcasting (DVB-H) and Third Generation (3G) streaming respectively (Multichoice.com, 2013)
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