Mobile TV is a Different TV

Implications: The European results of former mobile TV users being 19% greater than current users have implications for the following:
    · Mobile TV business model,
    · Wireless service delivery,
    · Next-generation IP networks.

Analysis: Former mobile TV users in Europe exceeding current users by 19% imply a different television business model.  The model of scheduled or recorded TV is probably not effective for mobile usage.  Data usage of mobile phones combines a sense of personalization and immediacy.  The business model has to focus on delivering content with flexibility and conciseness that typifies the mobile phone lifestyle.  And the service delivery of mobile TV has to allow for the limitations of wireless networks.  The content requires simplicity to allow for lapses of delivery.
Also, mobile TV has to match the next generation of IP network in which information is accessed by precise demand instead of vast downloads.  The screen size on a mobile phone changes casual TV viewing to controlled programming.  TV channels become a menu of viewing options.  The outcome for mobile TV might be that rather than being a stand alone feature of traditional television, it becomes part of an enhanced mobile Web.