You Will Be Watching the Next Olympics on Your Mobile

In the decade since the iPhone redefined the smartphone industry, mobile devices have morphed from displaying three-second GIFs to streaming elaborate content. Now carriers want to deliver big-ticket television events like the Olympics to add exclusive, sticky programming and stay relevant with younger consumers.

The initiatives, on display this week at the annual Mobile World Congress in Barcelona, are being driven by improvements in handset-screen quality and the more efficient use of ever-more-robust mobile networks. Phone companies worldwide are rolling out unlimited-data plans and want to fill the pipeline with entertainment choices that can keep customers from jumping to a rival.