Article at a glance:

Understanding Europe's market for mobile TV

• A survey of European consumers finds that offering more free-to-air content and lowering fees for subscriptions and handsets could significantly influence demand for mobile TV.
• Furthermore, the study suggests that the sales resulting from a larger market would more than compensate operators for their smaller margins. Remarkably strong imitation effects (as consumers see others using the technology and decide to try it themselves) could generate €5 billion in additional operating profits over the next decade.
• To make good on this potential, however, mobile operators, broadcasters, and handset manufacturers must put their differences aside and work together to create the largest possible market for mobile TV.