A method, apparatus and system for providing a video service of a video service system including multimedia video in real time to a mobile terminal connected by a wireless network. A video frame coded by a coding scheme is transmitted to the mobile terminal for decoding and display. The coding scheme may include a first coding scheme and a second coding scheme used together at a predetermined ratio according to the mobile terminal demanding the video service. A server typically receives coding scheme change determining information from the mobile terminal in order to determining whether or not to change the coding scheme for the video frame during transmission of the video frame. The changed coding scheme can be used to transmit the video frame to the mobile terminal according to the result of analyzing the coding scheme change determining information.