"We are too slow and too uncoordinated to create the right conditions for the rapid acceptance of mobile television in Europe." This quote from a speech by Viviane Reding, a member of the European Commission responsible for the area of "Information Society and Media," at the CeBIT fair in 2007 in Hanover, is indicative of the overall situation of the European mobile TV market. Compared to the Asian market, the European mobile TV market, with the exception of Italy, is still in the development phase. A developed European mobile TV market provides companies with a foundation to expand their offerings and thus achieve economies of scale in this market. The overall potential of the medium mobile TV is not solely based on the economic potentials of the main players but should rather be viewed from a macroeconomic perspective.