World Cup Mobile Content Most Popular in Italy

SAN FRANCISCO, September 7: In a survey of several European
markets, Telephia found that FIFA World Cup mobile content was most popular
among Italian subscribers, followed by Germany and then France.

Telephia’s Q3 2006 European Subscriber and Device Report (ESDR) shows that Italy led with a 6 percent penetration
rate of mobile subscribers accessing World Cup content. Germany came in second
at 4 percent, followed by France, Sweden and the U.K. at 3 percent.

European 3G mobile subscribers posted higher rates for
accessing World Cup Soccer content on their phones at 14 percent, while only 3
percent of non-3G mobile users accessed soccer content.

Further, 8 percent of European mobile subscribers who
accessed soccer content on their phone watched via mobile TV. Sky Sports was
the top channel, securing a 14 percent share of World Cup mobile TV users.
Overall, World Cup content received through text alerts was most popular (38
percent), followed by content through wireless Internet at 29 percent. 19
percent downloaded a World Cup ring tone, while 15 and 14 percent downloaded
wallpapers and video clips, respectively.

“Soccer enthusiasts across the world are passionate about
their sport, and European fans are notorious for their hardcore dedication in
supporting their country’s team,” said Kanishka Agarwal, the VP of new products
at Telephia. “The World Cup showcased how important mobile phones have become
as a source of immediate information and relevant content for consumers, beyond
just a tool to communicate. Soccer fans were able to tap into the frenzy of the
games and show their connection and support for their favorite teams through
their cell phones.”