During the 2006 World Cup, Italy spearheaded a similar campaign, ramping up coverage and rolling out new video phones to showcase the European mobile TV standard, DVB-H.
DVB-H, which has been adopted by the European Telecommunications Standards Institute (ETSI) as the standard for mobile TV services in Europe, works by beaming a signal to a digital TV receiver, attached to phones.
The company has openly pushed DVB-H for a while now, scoring a huge win when the European Union recently formally ratified the standard as Europe's infrastructure of choice -- but neither carrier rollouts nor burgeoning customer demand have followed suit the way it had figured they would.