Multimedia allows and encourages different ways and methods of human sense manipulation using the highest achievement of technological development with the aim of communication, education, or entertainment. The most frequent contents that are transmitted in real time are contents based on voice services, the so-called VoIP services. In order to shed some light to the opportunity of the media delivery of sports content in always-on mode in Croatia the following goals are fulfilled. First, the possibilities of transfer services of multimedia content live via Internet are analyzed. Second, the competitive advantages over the same or similar services and check its influence on the development of society and the general economic activity are examined. Third, habits of potential customers using multimedia services as well as their expectations are analyzed based on the survey research results. Finally, based on this information, the canvas model of providing a service of sport content multimedia delivery in always-on mode in Croatia is developed.
TopBackground
In the digital age the mobile phones are the devices that everyone has and use regularly on daily basis. Furthermore, many people are always-on either they are working, communicating, browsing Internet or playing games. These trends are increasing (Baron, 2010, Williams, 2017). Many authors examine mobile phones as mobile TV devices. Chipschase et al. (2004) point out that we could consider mobile phone as tool for sharing. Mobile TV service offer personal experiences and user have choice of selecting the content that they wanted to watch (Koroleva, 2016). According to Kaasinenet. al (2009), the mobile TV broadcasting content already seems to be exciting and attractive to the consumers. Mobile phones are personal gadgets equipped with positioning devices providing location data to services and consumers are also used to interacting with the device (Crnkovic, 2013). Finally, mobile devices provide the consumers with more topical, more local and more personal content than on other media.
Mobile TV services are not yet accepted to the higher extent. There are many of reasons why the launch of different services related to mobile TV around the world has been delayed. Orgad (2009) indicated that the various issues are surrounding technology progress, ranging from the unsustainable business models, and urgent need for relevant regulatory frameworks. Various subjects such as manufacturers and marketing companies, as well as broadcasters, aim to related the new and unknown with the already established, in order to advance the understating of the always-on emerging technologies, as the ascendants of the current familiar and safe social worlds (Orgad, 2009).
According to Fontaine et. al (2010) the circumstances related to the TV industry transfer to the Internet are occurring, with numerous effects to the entire sector. Authors indicate that the typical model will no longer be the exclusive rights model, some of the clients will move on from the traditional networks, and globalization will aims towards the benefit of the major rights holders. However, the TV industry will become of the major players on the Internet.