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Mobile television brings together two contemporary social developments: enhanced end-Keen, 2005, pp. 56–57), high costs for network expenditures (Fitchard, 2006, p. 27) and the absence of clear insight into the customer demands (Landy, 2007) are the most common arguments against mobile television. The absence of a user-centric approach (Tanner, 2007) may lead to a ‘too much, too soon’-feeling among consumers, possibly resulting in another failing ICT-innovation. 0736-5853/ $- see front matter 2008 Elsevier Ltd. All rights reserved