This study is part of the LIIKE Research Program ‘Finnish Companies and the Challenge of Globalisation’, funded by the Academy of Finland and the National Technology Agency Tekes. Mobile TV as a New Business Area - How do Companies Get Prepared? Work in progress -paper 19 th Nordic Academy of Management Conference (NFF) Bergen, Norway, August 9–11, 2007 Per Andersson Center for Information and Communication Research Stockholm School of Economics P.O. Box 6501, 113 83 Stockholm, Sweden Tel: + 46 736 95 35 E-mail: per.andersson@hhs.se Jan Björk Center for Information and Communication Research Stockholm School of Economics P.O. Box 6501, 113 83 Stockholm, Sweden Tel: + 46 736 90 00 E-mail: jan.bjork@hhs.se Niina Hanttu Department of Marketing Turku School of Economics Rehtorinpellonkatu 3, 20500 Turku, Finland Tel. +47 922 35 381 E-mail: niina.hanttu@tse.fi Anna-Greta Nyström Department of Business Studies Åbo Akademi University Henriksgatan 7, 20500 Åbo/Turku, Finland Tel. +358 2 215 3521 E-mail: anna-greta.nystrom@abo.fi Christopher Rosenqvist Center for Information and Communication Research Stockholm School of Economics P.O. Box 6501, 113 83 Stockholm, Sweden Tel: + 46 736 90 00 E-mail: christopher.rosenqvist@hhs.se