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Network Insight Seminar Interactive TV Session 1 – Planning for the Future in light of trends/expereince

Network Insight Seminar Interactive TV Session 1 – Planning for the Future in light of trends/expereince. Mark Hughes Partner, Digital TV and Broadband Ph. 02 9005 5565/0413 809 088. Intensity of Competition. Grab for premium content

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Network Insight Seminar Interactive TV Session 1 – Planning for the Future in light of trends/expereince

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  1. Network Insight SeminarInteractive TVSession 1 – Planning for the Future in light of trends/expereince Mark Hughes Partner, Digital TV and Broadband Ph. 02 9005 5565/0413 809 088

  2. Intensity of Competition • Grab for premium content • Competitive digital products/ services (DBS,CATV,DTT, internet, DVD, games) • Telcos expanding into new markets (VDSL, ADSL) • Consolidation to achieve economies of scale Key Customer Needs Interactive TV Proposition • Increasing customer buying power • More channel access, high quality images, and better customer service • Globalization of business • New products & services (e.g. VOD, TV-mail) • Greater range of content (broadcast & interactive) • [Increase revenues by] Continuously delivering new products/services Driving Forces for DTV Drivers of Interactive TV • There are four driving forces that are propelling the growth of digital TV. Competition Customer Needs Driving Forces Regulation Technology & Convergence

  3. Business Drivers – Benefits and Considerations Drivers of Interactive TV • Interactive TV services are not a guarantee of instant profit, but not catching the trend and being a market leader can lead to competitors providing more compelling options to consumers. Benefits of Interactive TV • Increase and retain subscribers • Increase and retain ad revenues • Penetration of internet services over TV • Increase revenue sources Considerations for interactive TV plans (not an exhaustive list!!) • Market receptivity to interactive TV services • Consumer behaviour • How to reduce set-top box costs? • Content Management • Overall increase in business complexity • Potential new skills and organisational entities • Technological complexity • Consumer concerns

  4. Lessons for Australia • The importance of effective marketing • A broad-based business case • Interactive TV is just one channel; consider the wider play of broadband internet, wireless and through-the-ether channels • The Asian marketplace presents opportunities • Collaboration is a key capability as means of managing cost and complexity • You need content, not just technology • You need technology to deliver the enhanced content • Pick the right vendors! • You need to be able to manage all of the new content and technology effectively to avoid an explosion in costs

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