20060721

La3 Live - Berlin or Bust - Aussie Yield Management

Remember when 3 snatched the mobile rights for the 2006 World Cup ? HWL's unit certainly didn't get all its money back but its PR teams make sure they made the most of it, even where they didn't pay. Some feed back from 3 World Cup participants : England, Italy and Australia.

  • 3 UK claimed 3.6M viewings for its World Cup mobile TV channels during the competition. That's a 61% increase vs May and an average 106,000 per day but also, less impressively, the equivalent of one viewing per customer (3.5M overall). According to the operator, two programs proved quite successful : World Cup Highlights lured enough people everyday to fill Highbury (38,500 seats - make that one third of the total) and Berlin or Bust did 17.5% of the traffic.
    The most popular World Cup TV highlights were about England's glorious victories against the World's top 3 teams (Trinidad & Tobago, Paraguay and Equador), Zidane's infamous nod on Materazzi, and obviously the most important Becks-free game (Spain vs Ukraine - how many 3 handsets for the Rafael Benitez squad in Liverpool ?). The Berlin or Bust program was specifically designed for the event and users didn't have to pay anything to view it... well anything but 30 second ads for Canon, thanks to 3's marketing partner 4th Screen Advertising.
    In order to keep the show rolling and do better than the English team (no Berlin, just bust and crack some nuts), 3 offered through its Pilot Pitch unit a prize for the best mobile TV concept : TV producers can earn up to £50k for the funding of a pilot.
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  • In Italia, Tre bet on DVB-H technology with the usual suspect (Nokia). La3 Live and its 9 channels were launched on June the 5th, right before the World Cup. The daily costs depends on the duration of the formula : 3 euros if by the day, 1.5 euros if by the week, 50c if by the semester. 3 expect 20% of the pop to use mobile TV by 2010 and targets 500,000 users for La3 Live by the end of the year. After 6 weeks of operation closely linked to the major sports event of the year, the cellco claims 110,000 users, and only give few insights about usage patterns (mostly outdoors, 40% of the time during office hours).
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  • In Australia, 3 used the World Cup as a perfect yield management tool for its network : the games were played late at night and for AUS$ 8, you could have unlimited WC packages (videos, highlights and scores). On June 21st, 3 claimed 300,000 views after 12 days of competition and right before Australia-Croatia. Sessions lasted an average 6 mn, but some watched the whole game vs Japan... I hope none of these happy fews enjoyed a battery failure right before the Hiddink Boys' late come back.

Note that during the competition, 3 knotted a partnership with Yahoo!, who happens to be the FIFA's top internet partner.



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