It's Time to Think Outside the Mobile TV Box, Says Analysys
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There are contrasting expectations between industry views on mobile TV  and market forces, according to recent work undertaken by Analysys, the  global advisers on telecoms, IT and media (www.analysys.com).
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(InfoWorld) - Despite theÂ buzz around mobile advertising, end users and eager advertisers may have to wait a while for widespread deployments as the mobile industry sorts out the requirements for it. "The problem is, today we are highly fragmented," said Rob Conway, CEO of the GSM Association, the global trade group for GSM (Global System for Mobile Communications) operators. He spoke Tuesday morning at the 3GSM World Congress in Barcelona. Arun Sarin, CEO of Vodafone Group, agreed. Despite the interest from advertisers in using mobile phones to deliver ads, the mobile industry needs to create a consistent framework. "If we went to Proctor and Gamble and said, this is how Vodafone does it but Orange is different, they will find it hard to move their ads onto mobiles," Sarin said. "If we don't move together we will have a fragmented medium and user base instead of a single valuable medium that reaches two billion people." A common framework would include specifications for the appropriate size of banner ads and length of video ads as well as a reporting mechanism to help advertisers measure the success of their campaigns. The GSM Association has recently established the Mobile Advertising Forum to begin to define such a framework. The group hopes to include a wide variety of interested parties, including advertisers, aggregators and content providers to set the parameters. Some end users are interested in the concept of mobile advertising because it can enable free or low-cost services in exchange for viewing advertisements. In addition, the mobile industry promises that it can offer advertisements that users may be interested in based on their location, for example. "It's about engagement with consumers," Conway said. "We will tailor-make ads for the taste of consumers." Mobile phones represent an enticing platform for advertisers who already eagerly address the 1.4 billion TV sets and 1 billion PCs in the world, said Sarin. With 2 billion mobile users on the planet, "we're clearly an important area," he said. Not all those users phone users, however, would be able to receive mobile ads. They must subscribe to a data service that enables the delivery of such content and a capable phone too, he said. Â
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As mobile phones offer more content such as news, video clips, local weather, finding what you're looking for has gotten more difficult.
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Analysis Won't reach it without industry and download-service support
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Several companies move toward offering TV on mobile phones. Also: NDS, STMicroelectronics and Thomson will develop anti-piracy technology & hellip;. Oracle continues pursuit of PeopleSoft & hellip;. and more.
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New study points out the potential hazards of long-term mobile phone use.
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CHEJU, South Korea  - Global mobile operators and   device makers are betting that the next level of transmission   technology will ramp up mobile phone usage in a way that   third-generation technology has so far failed to do.
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Research and Markets (http://www.researchandmarkets.com/reports/c47267)  has announced the addition of Mobile Media 2006: The Future of Personal  Media Distribution to their offering.
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Users demand 'erotic entertainment' Mobile users are demanding more "erotic" entertainment as industry analysts forecast a surge in growth in the industry.â¦
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A National Association of Broadcasters study contends that mobile digital television has the potential to become a multi-billion-dollar annual industry in America...but only if the standardization process is resolved by February 2009.
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The promise of mobile TV combined wtih a lack of available wireless spectrum has European cellular operators and handset vendors scrambling for an answer.
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The television industry is ready to  deliver a host of new ways to experience video from  high-definition (HD) TV to Internet and mobile TV but  manufacturers are frustrated at a lack of political impetus.
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A company with offices in Palo Alto and Seoul called Thin Multimedia Inc. demonstrated a possibly disruptive concept: a kind of embedded IPTV that could endow handsets with the capacity and functionality of living-room set-top boxes.  The fact that Korean telecom giants are investing billions of won in mobile IPTV in areas where DVB-H is already popular, is indication that there could be a real spoiler in the midst for portable digital television.
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&quot;The ability to watch TV-like content on a mobile phone is a natural next step of the advanced mobile multimedia services which are increasingly popular with consumer,&quot; says Mats Lindoff, chief technology officer at Sony Ericsson.
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In case music, games, and video weren't enough, vendors are now vying for the opportunity to send digital television signals to your mobile phones.
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Samsung Electronics Co. Ltd. has developed a pair of chips that can receive and decode four mobile digital TV systems. The chips should make possible smaller portable media players and cell phones that can pick up local broadcasts around the world.
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What does it all mean, anyway? Some analytics to lay over the Globes.