Since 2005, mobile operators are noticing a steady depreciation of ARPU. The reality is the European mobile market is saturated with over 100 per cent of its population owning mobiles. Revenue growth strategies rooted in acquiring new customers are rendered ineffective. As a result, providers scrambled for state of the art services and applications for mobile devices. Headed by Italy, Europe found success with this infotainment solution. By late 2007, 2.6 million Europeans were already using mobile TV. Now the future of the mobile market in Eastern Europe rests in the growing popularity in mobile TV. article