London – Korea Telecom’s plan to incorporate its Mega TV IPTV service into the PS3 games console is an innovative move that could be a major boost for Sony as well as driving subscriptions for Mega TV, according to Jonathan Coham, Ovum’s London-based analyst. This partnership challenges the established view that IPTV providers need to own and control the set-top box, and it heralds a much needed strategic transition for service providers, Coham believes. Its success will rely on the extent to which KT subsidizes the console and how the service is delivered technically and supported by customer service. Assuming customers are given a sufficiently compelling offer, he thinks KT and PS3 could mark the first major move toward home device convergence since the PC – a step that is becoming increasingly necessary as brands from Google to Apple to Universal Pictures, ready their assault on connected homes.