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Expansion in 3G cellular coverage and the emergence of more powerful mobile devices has increased demand for massively scalable mobile video delivery. The rapid adoption of the third screen as a primary screen for video has highlighted inefficiencies in the mobile delivery ecosystem and scalability issues in the mobile delivery infrastructure. This article provides an overview of the current mobile content delivery ecosystem and discusses the expanding role of HTTP-based mobile video delivery. A new class of HTTP-based mobile delivery protocols seeks to address existing quality and scalability issues by simplifying and standardizing mobile video delivery. This article shows how segment-based delivery has enabled HTTP-based live streaming and dynamic bitrate adaptation while increasing scalability through the use of existing CDN infrastructure.