Content Is There I-TV content vendors face a much simpler task than wireless content vendors. By contrast, wireless content vendors still haven't figured out how to fit much of their content on the small screens of mobile devices. The familiarity of the underlying content also means that content providers don't have to woo consumers to the new medium. The primary competition in the i-TV arena is between content providers, application providers and platform providers, not between competing technologies. Here, a number of technologies are used, which limits the availability of devices and content.
Fractured standards make it difficult for wireless vendors and operators to attract users.
That situation makes developers choose platforms and technologies, offering their wares to some consumers, but not all. The wireless world still hasn't figured out this problem. Initial tests show that interactive advertising via television is compelling for users, which, of course, will make it compelling for advertisers. That means that nearly half the people who are exposed to interactive TV ads take advantage of them. By contrast, wireless advertising and marketing are still big unknowns.