London - The worldwide mobile TV subscriber base is projected to grow from 4.4 million today to an estimated 155.6 million by the end of 2012, according to a report from market research firm Datamonitor.

"However, consumer education, technological fragmentation and content adaptation will have to be addressed first before mass-adoption can take place," cautioned Datamonitor analyst Chris Khouri.

The firm expects the Asia-Pacific region to count the most mobile TV subscribers in 2012, with 76.3 million, followed by Europe (42.7 million) and North America (35.6 million).

While some providers may opt for free-to-air services, most are expected to charge $8-12 per month for mobile TV service, and Datamonitor sees an advertising-based model as having "an unquestionably long way to go."

One of the biggest hurdles seen before mass-adoption of mobile TV is consumer education.

"In most cases, consumers need to 'see it to believe it' in order to see value in subscribing to a mobile broadcast TV service," said Khouri.

"Strong and innovative marketing campaigns, such as viral marketing or traveling exhibitions, will considerably aide in the mass-adoption of mobile broadcast TV services."

Related Links:
http://www.datamonitor.com