Ex-Estonian Prime Minister and historian Mart Laar once wrote a book entitled Estonia: little country that could. And it seems that his countrymen have taken this to heart when it comes to adopting IPTV. While one almost feels sorry for the technology in other Eastern European markets – it has a paltry 2 per cent share of multichannel TV in Hungary and a pitiful 1 per cent in Poland – in Estonia, incumbent Elion’s rollout already has 23 per cent of the market. The question is: why this discrepancy?