Europe / ASIA : In the latest research on mobile china, a new study by Juniper Research predicts that Mobile TV will grow from $36million in 2007 to $98million during the Olympic Games in 2008.

Findings from new research show that sports related content will be the prime attraction for mobile TV and this will take off dramatically during the Olympics, increasing subscribers from 3.7million in 2007 to 9.3million in 2008. Report author Dr Elisa Kuang stated, "the wireless value added sector has significant growth potential in the forthcoming 3G arena and with the imminent launch of 3G, the VAS sector will be fuelled by a number of factors such as the development of new services and applications." However, Dr Kuang does warn that; "There are a number of major hurdles for foreign players to overcome, in order to gain market access."

Whilst this exciting new sector clearly has much potential, identifying where the opportunities actually exist is a challenging proposition. China presents a greatly different operating environment compared to those in the US and European region, and so a strong awareness of market drivers, constraints and development issues and are all vitally important when attempting to enter this market. New entrants and foreign applicants must also be aware of the principal route to market and the most effective business models to utilize when attempting to become a member of this lucrative new value chain.

The new study offers market sizing and forecasts as well as targeted advice and guidance for those with interests in the sector. A free whitepaper is available from www.juniperresearch.com.