Rob Van Dem from IBM presented research that showed marked differences between Asia and Europe, and not just the expected differences in the economic climate. It is true that Asian markets are seeing substantial growth in pay-TV and TV advertising revenues, and this allows Asian operators to invest far more heavily in new technologies, but there is a continued insistence that new services must be proven in market. This was reinforced by consumer research showing that Asians use mobile and internet devices far more readily than their European counterparts. Whereas Europeans who used mobile and internet devices tended to be markedly younger, in Asia there was uniform usage across all generations.
http://www.broadbandtvnews.com/2012/06/25/asian-operators-looks-to-find-their-own-way-over-the-top/