TMT Predictions 2013
Deloitte publishes trends in technology, media and telecommunications in Portugal
The Portuguese remain faithful to the television, but expect greater variety in content; despite gains in smartphones and tablets, the true development in the sector goes through the end of production of feature phones (traditional mobile phones); the computer will continue to be very important due to their usefulness for more complex jobs; most consumers would like to purchase a smartphone to take advantage of 4G, but a fifth of respondents reveal they do not know the potential of this new technology, leaving a big challenge for operators. These are a few of the conclusions from Deloitte`s study on trends in the areas of technology, media and telecommunications.
According to the results of this study, more than half of respondents (51 percent) said they do not intend to replace the computer with a tablet. When asked about smartphones, although they currently have considerably simplified functionality (make / receive calls, send / receive messages using email, view photos and access social networks in the top 5), 43 percent already own or intend to purchase one of these devices.
The use of these devices will also gain another dimension, with 51 percent of consumers questioned considering that in the future, for example, smartphones will have the ability to perform various functions (voice, text, data, image, games), eliminating other devices. Another important finding also relating to tablets is the vast majority of respondents (46 percent) believe that these devices do not change the way you use the printed magazines.
According to the data from this study completed by Deloitte, one of the functions where smartphones and tablets can come into play with pronounced relevance is advertising support. It is noted that 60 percent of study participants believed that in the future, these devices will be excellent sources of advertising, allowing users to be informed about shops and available products. The survey also reveals that about 44 percent of consumers permit seeing ads on their phones or tablets when the ads are relevant to them.
Mobile phones and / or tablet devices are also widely used by respondents to download applications (apps), which is why 50 percent assume that a relevant service would be allowing users to download unlimited apps by paying a monthly fee (as is currently the case with voice services and SMS).
With that being said, to maximize the usage and connectivity options that these devices allow, telecom operators are challenged to show the true potential of 4G, since consumers are not unanimous on the gains in relation to 3G.
Operators should, therefore, focus on the figures presented in Deloitte`s study which reveals that 46 percent of consumers already own or intend to purchase a smartphone or next generation tablet in order to take advantage of the new 4G technology, but only 29 percent intend to exchange their equipment for a 4G smartphone or tablet next year.
TV. Your paper and consumer habits
Despite the growth of smartphones and tablets, 89 percent of respondents said they own a TV, thus revealing that television continues to play a very important role for the Portuguese, especially when it comes to personal use.
With regard to the way in which consumers perceive the TV as a device, although 61 percent say they are very satisfied with the viewing experience their current television allows, a significant 80 percent say the higher the definition / quality of a television image is an essential progression in improving the user experience.
An important fact, which may indicate the way forward in television innovation, is the fact that 44 percent of consumers watch TV while communicating by phone and surfing the Internet. However, the possibilities for bidirectional connectivity in relation to the operation of a television are unknown for about 38 percent of consumers.
Meanwhile, with regard to service, ensure that consumers pay television will continue to be one that will continue to much of the content they wish to view (44 percent) provide, despite what the future will consider the emergence of different services.
In general, people want access to content when and where they please. In addition, study participants call for new possibilities, wishing that all television content be available online (according 66 percent), like the 46 percent who like to see their television content on other sites (eg, Youtube ). For further emphasis, 44 percent of respondents expect for most content (video and audio) to be obtained via the Internet in the future.
In line with the international scene
The results presented reflect that the situation in Portugal is broadly in line with the 2013 study Deloitte Global completed on Technology, Media and Telecommunications Predictions.
According to data from Deloitte, the global trend is that smartphone sales will exceed one billion worldwide and the number of users of these devices will exceed two billion.
The use of 4G technology is also expected to exceed 200 million users, as well as mobile advertising growing about 50 percent, accounting for a business of about 5 billion dollars.
So-called smart TVs sales will increase to more than 100 million units in sales. With regard to technology, ultra high definition televisions (4K) will be available on the market within two to three years, with old content already being reformatted and broadcasters investing in 4K content production, in hope that more and more televisions do the same.