Data rates offered by mobile networks are increasing, as are the capabilities of mobile devices. With this, mobile multimedia services are getting wider distribution. Traditional linear mobile TV services, where the viewer has to watch a scheduled TV program at the offered time, were initially dominating but other streaming services like Video on Demand, User-Generated Content (USG) services, or Internet streaming services are becoming more important. In a column article in the 2010 November issue of the IEEE Signal Processing Magazine, the readers can learn about the 3rd Generation Partnership Project (3GPP) standards for mobile unicast multimedia streaming and how they are used in almost 200 mobile networks.