In 2006, mobile operator 3 Italia became the first to launch DVB-H (digital video broadcasting-handheld) based mobile TV services in Europe. Competitors did not stand back: TIM and Vodafone started their own services using Mediaset’s DVB-H network. 3 Italia continues to lead the market, however — since June 2008, it has been offering its DVB-H clients free access to some of its channels in order to increase adoption and benefit from advertising revenue. Due to the significant uptake of mobile TV services, the Italian case is an excellent benchmark for mobile TV.
Pyramid Research believes that 3 Italia’s business model has facilitated mobile TV adoption. Due to its desirable content, flexible tariffs and wide handset availability, 3 Italia has positioned itself as the leading broadcast television provider
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