allenges M-commerce doesn't come without some critical challenges which need to be understood and resolved: The foremost challenge is the end-to-end security and without it m-commerce won't succeed. The security on most existing mobile payment schemes is very weak, and it is not widely exploited only because m-commerce is not a main stream service. In m-commerce the "one size fits all" rule does not apply. For instance small-value payments (micro payments) require a different approach than other payments due to their different risk level, and therefore a general architecture may not be suitable for all transactions. The right coordination of the existing m-commerce forums needs to happen sooner rather than later. The basic m-commerce governmental regulations and legislations should be put into a framework that is acceptable to all the stakeholders. ITU can assist in providing this essential framework. 9.12.2 Mobile TV Mobile TV is defined as the delivery of TV programs to handheld devices. The handhelds are gaining momentum to become the Third Screen after TV and computer. The telecom and media industries have been working together for the last few years to achieve this goal. Their collaboration and their independent efforts have resulted in the creation of multiple standards. These ten plus standards and technologies are designed to deliver TV to mobiles in a profound fashion. The early hype of the mobile TV has died down; the operators are currently struggling to find the right technology and trying to wrap their arms around the business case; but the long term signals are still positive and mobile TV will eventually start contributing to the revenue of the industry. 9.12.2.1 Basics of Mobile TV Service The critical elements of mobile TV service are audio and video, where video is more challenging to deliver than audio. This is due to the bit rate requirements necessary to achieve the required QoS and challenging mobile environment. Additionally, tolerance of error in live video is relatively lower than for aud