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IPTV – Brave new World Alan Delaney IPTV Business Development Director Interactivity — media Portability Media Convergence (any content, any device, anywhere, anytime) Choice and control Mobility — voice Interactivity — transactional Expanding information access HDTV

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iptv brave new world

IPTV – Brave new World

Alan Delaney

IPTV Business Development Director

evolution of consumer media experience
Interactivity—media

Portability

Media Convergence

(any content,

any device,

anywhere,

anytime)

Choice and control

Mobility—voice

Interactivity—transactional

Expandinginformation access

HDTV

User-defined content

TV- commerce

VOD - PUSH and Pull

Unicast television

Contextual ad serving

Time-shifted TV (TiVo)

IPTV

Dial-up Internet

Fixed broadcast video & radio

Mobile phones

Digital Music (iPod)

Evolution of consumer media experience

Consumer demand

2007~

2004

2006

1950

1990

1995

2003

Enabling technology

more content more devices
More content, more devices…

“Nokia N95 - What computers have become”

uk changes in programme consumption
UK Changes in Programme Consumption
  • “Steptoe & Son” – 28.5M (1966!)
  • ITV & BBC today - 11.5M & 9.2M highest viewing
  • BSkyB – USA Flagship programme Lost : 898k
  • Viewing is changing, as are the business models
  • You Tube – “Evolution of Dance” : 46.3M views
business model implications
Business model implications
  • IPTV was about “sending TV down the tubes”
  • Ground is shifting before IPTV is even established
  • Established DRM models changing (EMI DRM free)
  • Multiple routes to the consumer
  • Increasingly complex content business model navigation
  • IPTV: Friend or Foe?
iptv friend or foe
IPTV: Friend or Foe?
  • Historically perceived as foe
  • The solution: umbrellas !!!
  • 1 stop shop for content across multiple devices
  • Subscriber reacquisition prohibitively expensive
  • Deliver sticky services to reduce churn (triple/quad)
slide8
Triple / Quad Play Reduces Churn
  • 1.3% reduction in per month churn from Triple Play

Source: Kagan, December 2003

  • 1M IPTV Subs
    • 15.6% reduction in annual churn, SAC of $x00/sub
    • Potentially tens of millions saved in revenue
    • Single % point reduction equates to millions saved
new advertising business models
New Advertising Business Models
  • Babelgum
    • $5 for each 1000 unique views of a clip
  • Google advertising (my guess)
    • $10 / 1000 unique views
    • Therefore 1 cent /page
    • If 100M pages / day viewed = $1M/day
    • Equates to >$360M / year
  • My Space – 1.5 Billion page views a day !
  • Comcast has served 3 Bn+ vod assets to date
    • Majority of which are free and ad supported
  • Power of advertising transitioning over to iptv and bbtv
tandberg television solutions11
HDTV

Video On Demand

Network PVR

Switched Digital Video

Interactive advertising

TANDBERG Television solutions
summary
Summary
  • IPTV is happening
  • Disruptive business models
  • Embrace the change
  • Solutions are here to meet the market requirements
  • TANDBERG delivering solutions to meet those needs
ad