Ceon, a leading provider of service fulfillment software for next generation IP-based services has today revealed the findings of an NOP survey examining consumer attitudes towards mobile digital services at the World Cup.

With kick-off less than four months away, the survey of more than 800 mobile phone users has shown that for the right price, consumers will embrace a whole range of technology to follow the results and coverage of the games.

Of respondents in the 15-34 age bracket, more than half (52%) want to receive instant SMS updates on scores on their mobile phone to stay up to date on the games and results, while 31% want to see video footage or clips of when their team scores.

As goals from David Beckham, Ronaldo, Thierry Henry or Ronaldinho hit the back of the net, mobile phone operators are hoping the fever pitch excitement of fans will drive a new generation of mobile TV services.

The survey also reveals how TV is losing out to mobile handsets over traditional media such as newspapers and the radio, as well as other new media, as a means of keeping up to date with the games, with the number of people who plan to rely on traditional TV services for updates down from four years ago.

This year, just 72% of all those aged 34 years and younger plan to follow the games by TV compared with 87% in the same age group who followed the matches by TV four years ago.

Ceon VP Yogen Patel comments “The tournament is a golden opportunity for operators to showcase their abilities to deliver new dynamic services that meet the interests and preferences of specific market segments, which in this case is dedicated football fans. In order to stay competitive and differentiate themselves, operators will need to offer bundles of specialized and targeted services along with the more traditional services such as voicemail and SMS messaging.

He continues: “However, many operators struggle to provide consumers with event-based service packages that need to be speedily assembled and provisioned for a specific period and tailored to the individual needs of different customers groups. As timing and targeting, together with speed of deployment, are proving critical in winning consumers’ business, operators are struggling with the product management and back office activities which are vital to successfully delivering consumer services of this type.”