20^th Century Fox's effort to incorporate mobile in its Blu-ray marketing strategy will help make new movie titles more accessible on Android devices but will have little to no effect on Blu-ray sales. Many consumers purchase a Blu-ray disk in order to watch the corresponding movie on a large HD flat screen and not necessarily on a mobile device. Finally, the inability to download the movie directly via WiFi or 3G onto the device is a massive drawback which is likely to put off several Android users.

Orange is the third-placed operator in Spain with just over 12m mobile subscriptions. The Orange TV Player application is a good way for the company to differentiate from Vodafone and Telefonica. Orange has a similar product in France for which it has over 1m users. Vodafone is the only other operator currently offering mobile TV services in Spain. It will be interesting to see whether it follows Orange's lead in the mobile video space.

Quickplay's investment in the US makes complete sense. The mobile video vendor has reached saturation point in its Canadian home market and needs to expand its geographical footprint to fulfil its growth prospects. The US is easy for Quickplay to address, first because of its high smartphone penetration rate and also because of its ability to leverage existing content deals.

BBC Worldwide is a very good example of a broadcaster which has managed to take full advantage of the application store phenomenon. Aside from Lonely Planet, which is the core mobile revenue driver for apps, only 3 out of the 25 apps BBC Worldwide has published on the UK App Store are available for free. Monetising the fan-base of key TV shows is something that BBC Worldwide has been working at very strongly and it seems that its app strategy is very much on track to fulfil this.