IPTV uptake is increasing on a global scale as telcos develop compelling multi-play offerings to compete with cable and satellite operators. Infrastructure upgrades and strategic alliances between major industry players have enabled tier two and tier three telcos to deliver IPTV, leading to significant growth in rural markets. IMS Research forecasts that by 2012, over 52 million pay-TV subscribers worldwide will have adopted IPTV service with IP STB shipments growing nearly 30% annually during this time period.