Adopting Mobile TV: Technologies Seeking Consumers Seeking Content and Cool

This chapter will examine how mobile TV is likely to be used and whether and how the early usage could stimulate widespread adoption. It will also look at how mobile TV‧s antecedent technologies — television and mobile phones — developed in response to market forces and user adoption issues, and what lessons can be learned from this. The chapter will address several aspects of adoption that are likely to affect the evolution of mobile TV in the USA and internationally, using Everett Rogers‧ innovation attributes as a framework.¹ Finally, it will suggest how interactions between technology, user environment, content options, and service development will shape the new medium, often in ways unanticipated by the initial developers and promoters of mobile T V.