One analyst thinks carriers need to consider more carefully their strategies for streaming content to their customers. He argues that the common practice of using dedicated streaming servers will need to change, and that “a standalone streaming server is not a sound basis for an ongoing content revenue strategy. In fact, maintaining a standalone solution that isn’t integrated into existing content management and delivery systems is simply another cost for operators to bear”. He said it prevents the carriers from targeting streaming content (and marketing for the streaming content) to different segments of the carriers’ customer base, something they will need to do for streaming media to take off.
—Vodafone Accused Of Hindering Use Of Streamed Mobile Video