Joseph O'Halloran ©RapidTVNews | 01-09-2011

A hidden consequence of the Google/Apple OS battle may be the acceleration of small and independent pay-TV operators introducing multiscreen video (MSV) and mobile TV services.

According to a new report from MRG, based on a survey of over 600 operators and vendors, this will take place by 2014, once operators introduce infrastructure upgrades and whole-home DVR,

The analyst also suggests that because of the fast acceptance of iPads and iPhones, Apple has now set the stage for its competition (mostly with Google) who wants to establish a quicker pace of hardware upgrades than was common in mobile just a few years ago.

"All of the elements, from adaptive bit streaming to the widespread adoption of the tablet and smartphones to licensing rights, are in place for multiscreen to be a standard part of many Operators' offerings within the next 3 years," commented Ken Pyle, Analyst for MRG. "Because multiscreen uses over-the-top (OTT), where video content can be watched on many smart devices both inside and outside of the home, you can understand why and how multiscreen service will start, and how quickly TV Everywhere will develop."

MRG also believes that it may be the case that the race to help independent Telcos with their multiscreen offerings will provide clear opportunities for the vendor community.