Prario, Benedetta (2007). Mobile Television in Italy: Value Chains and Business Models of Telecommunications Operators, Journal of Media Business Studies 4(1):1-19.
Key Words: mobile television, strategy, value chain, business model, telecommunications operators, broadcasters
This article explores the Italian mobile television market and analyses the value chains and business models used by the main operators. As suggested by the term itself, mobile television involves the coming together of two different industries, telecommunications and broadcasting. In the author's view, the business models for offering mobile television services will not rely only on broadcasters but telecommunications operators will have a key role, too. To illustrate these aspects, the article considers the Italian case representing one of the main developed mobile television industries on the European level.