Telecoms operators are introducing new audiences to video and audio streaming as they roll out their 3G mobile phone technology throughout Europe and elsewhere. However, current implementations are really only the beginning, limited as much by commercial as by technical considerations. In comparison to the Internet, mobile environments will pose significant challenges for the quality delivery of streaming media. The use of scalable audio streaming offers promise for adapting quality in the face of mobility, but to date there has been a dearth of practical proposals and implementation experiences.