Abstract
Several years ago, the mobile and audio-visual industry was betting on Digital Video Broadcasting – Handheld (DVB-H) and mobile television as the newest growth opportunity. But today, commercial deployments are scarce and end-user adoption is below expectations. This article focuses on developments within the Italian market, known as the best developed market for mobile television services in Europe. Making a case study analysis, the article aims to provide an in-depth overview of the Italian mobile television market, and a better insight into the business model design issues mobile service providers face with regard to mobile television. Such an understanding of the pioneering Italian mobile market makes it possible to identify the key factors of the initial success and eventual failure of DVB-H services, setting perspectives for future mobile television services and industries all over the world.
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