Not surprisingly, O2's vice-president of technology, Mike Short, will be keeping a close eye on mobile innovations.

His presentation kicks off with an overview of what remains a very complex industry with as yet no one standard winning out.

Short will be examining the pros and cons of DVB-H, DMB and WiMAX standards, and plans to conduct filmed interviews with exhibitors of interest. TV and radio producer David Dawson-Pick will be manning the camera as Short asks the questions. The duo will attend demos planned by Ericsson and Tandberg with a view to covering broadcast and cellular solutions and asking how industry players can successfully marry the two.

One of the demos likely to be worth presenting to delegates will be Ericsson and Tandberg's demonstration of fast channel zapping for live TV, on demand and podcast TV as well as targeted advertising. Another interesting development Short is likely to cover will be Thomson's Vibe mobile TV encoder. This automatically reframes video footage and provides pictures to suit a small mobile phone screen and can be provided over DVB-H, DMB or cellular and data networks such as 3G or WiMAX - it is widely tipped to be a favourite at this year's show.

He will also look at the smaller companies within the mobile zone, saying: “There is increased interest in this area, with a higher number of exhibitors and press interest than in previous years.”

Short's message is that once outstanding issues such as regulatory certainty and spectrum dividend are ironed out, a balance is likely to be struck between free-to-air mobile applications, which suit DMB, and pay TV, which suits DVB-H.