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Mobile TV Ready for Prime Time
CNBC.com | March 18, 2011 | 10:38 AM EDT

Mobile TV and mobile video finally could be ready for prime time in 2011.

To attendees of the CTIA Wireless convention this week and the Consumer Electronics Show earlier this year, that prediction may generate a feeling of “haven’t we heard and seen all this before?”

But industry insiders say things are different now.

“We’re at interesting crossroads,” says James Citron, president and CEO of Mogreet, the leading mobile video-based mobile marketing platform in the United States.

“For the last five years we’ve heard, ‘this is the year of mobile video,’ but we’re finally starting to see if now in 2011 that the real opportunity for mobile video will arrive.”

This brings up the first question, which is why have there been so many false starts? The simple answer is that despite the hype of mobile TV, until recently there hasn’t been the widespread adoption of handsets capable of receiving it.

“The truth is that nobody wants to pay extra money for it,” says Aapo Markkanen, industry analyst for Consumer Mobility at ABI Research. “The biggest reason why digital mobile TV has thus far failed is the lack of compatible models, which obviously limits the size of the addressable market.”

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