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Mobile TV Italian Style

3:30 PM -- 3 Italia claims that its DVB-H (digital video broadcast-handheld) mobile TV service boosts its ARPU (average revenue per user) by 60 percent. One third of the extra revenue comes from the DVB-H service and two thirds of the extra revenue comes from additional voice and data services, according to Marco Maestri, TV solutions director at 3 Italia, speaking at the Mobile TV World Summit, organized by Informa plc , in London today.

The operator, which had 8 million 3G customers in Italy at the end of 2007, had 800,000 mobile TV customers at the end of last year. (See Fuzzy Reception for Mobile TV and Reding Riles Mobile TV Players.)

Telecom Italia Mobile SpA (Milan: TIM) and Vodafone Italy also offer DVB-H services in the country. According to Gian Paolo Balboni, head of innovation trends at Telecom Italia (TIM) , there are about 1 million DVB-H devices in Italy, "but that does not mean there are 1 million subscriptions."

"Most of the devices are sold without a related subscription contract but with the capability to have pay-per-view... They are used, but occasionally," says Balboni.

— Michelle Donegan, European Editor, Unstrung

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