Today sees the launch of the latest attempt to monetize video over mobile networks.
Sky TV has launched 24-7 Football, a service offering goals, clips and highlights on an almost as they happen basis to users of all of the UK's major cellular networks for a flat fee of £5 a month.
There are lost of significant facts in that last sentence - premium content, almost live, ubiquitous, flat fee. The service has been made as attractive as it can be. The question is, will Sky hit the back of the net with this service ?