Smart TV in Indian Context: Great product, limited functionality

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The Smart TV is the Rolls Royce amongst TVs in India. Heres looking at Smart TVs from a Market, Customer, User, Usage and Future perspective.

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  • *: TRAI February 2011 Report#: AKAMAI State of Internet Report@: NCAER 2001-02, MGI India Consumer Demand Model&: The Knowledge Company Survey 2005-06
  • Smart TV in Indian Context: Great product, limited functionality

    1. 1. Smart TVs: Indian Context<br />
    2. 2. Great product<br />1080p, 240-Hz refresh rate<br />3D engines<br />Smart Hub interface<br />Social networking support <br />Built-in Wi-Fi<br />Apps Store<br />Touch screen remote control<br />3D Video on Demand<br />Smart search and access to all features on a dashboard<br />Built in web browser<br />Media sharing with devices on the same network<br />Interactive Communication (Skype with video calling)<br />Photo Sharing (Flickr, Picassa)<br />Updated News, information and weather<br />Audio and Video streaming from YouTube, Internet Radio<br />Controllable by smartphones using downloadable apps<br />OS: Usually Android, iOS or WP7<br />
    3. 3. Whatever the Smart TV does, the iPad can do better<br />Age of Connected Devices<br />Smart-Phone, Laptop, Gaming Console, Tablet, NetBook, MP3 Player, E-Book Reader<br />Smart TV is another extension to a fatigue list of connected devices<br />Only Smart-Phone and Tablets are expected to last through<br />
    4. 4. Smart TVTarget Users and Usage Characteristic`<br />Targeted Users<br />Affluent Consumers<br />Tech Geeks<br />Is the Smart TV targeted right?<br />Insight <br />TV still seen as an entertainment device primarily<br />Individual use versus Family use<br />Split screens intolerance<br />
    5. 5. Usage DichotomyTV as a category: Social purposev/s“Being Connected”: Individual trait<br />Personal <br />Devices defined by user interaction<br />Social <br />Personal<br />Social<br />Devices defined by usage<br />
    6. 6. Estimate: India Smart TV market <br />Predominant Metro and Tier A focus<br />Broadband penetration: 11.47%*<br />2Mbps or more connectivity speeds: 5%#<br />This estimate is flawed because 2Mbps is connection bandwidth, not the delivered speed<br />Households with 20LPA income in India: .29% @<br />Number of affluent families: 1.6 million&<br />Surrogate Data of Durables ownership<br />Hi end Music Systems: 60%<br />Premium Home Theatres (>INR 1Lakh): 33%<br />Plasma Televisions: 25%<br />Side by Side Refrigerators: 50%<br />Smart TVs would have higher ASPs compared to all surrogates listed<br />The market opportunity for Smart TVs should be around 20-30% of the Affluent Families pie ~ 30-40 lakhs TVs<br />
    7. 7. Smart TV<br />Opportunities beyond the Obvious<br />
    8. 8. Smart TV: Possibilities<br />Digital Locker<br />Video on Demand<br />Video Conferencing<br />Peer to peer Social TV<br />Gaming<br />Advertisements<br />On line discoveries through Layered Screens<br />
    9. 9. Smart TV: Media LockerAdding the media locker dimension<br />Smart TV along with Cloud access can become the digital media locker and streamingdevice for HD-DRM content<br />Content and personal media digitization<br />3D video on demand<br />
    10. 10. Digital Locker servicesSmart TV could double up as a digital locker for consumers to access their media and content 24*7<br />
    11. 11. Stumbling Blocks: Bandwidth and Cost<br />Cost ofData access is a key deciding factor<br />Content cost + Cost of streaming<br />Cost of streaming hi-def media prohibitive within existing broadband data plans<br />Present quality of broadband IPTV is very low<br />
    12. 12. Smart TV: Possibilities<br />Digital Locker<br />Video on Demand<br />Video Conferencing<br />Peer to peer Social TV<br />Gaming<br />Advertisements<br />On line discoveries through Layered Screens<br />
    13. 13. Smart TV: Focused Ad & Engagement MediumCombines best of both worlds: TV & Internet Advertising<br />
    14. 14. Smart TV: Focused Ad & Engagement MediumCombines best of both worlds: TV & Internet Advertising<br />
    15. 15. Smart TV: Profiles, Recommends and more<br />Ability of Smart TV to provide real time viewership data could be used for<br />Profiling usage<br />Recommendation<br />Serving ads<br />Real time connectivity<br />Polls and opinion generation activities<br />Manage media/content better basis continuous viewership data<br />Graphic here is not a true technical representation. It serves to explain the concept only<br />
    16. 16. Smart TV: Conventional TV media & moreFulfilling key needs of brand marketers <br />
    17. 17. Video ads are only part of the solution<br />Advertising + Targeting + Dynamic Creation + Digital Tracking<br />
    18. 18. Smart TV: Possibilities<br />Digital Locker<br />Video on Demand<br />Video Conferencing<br />Peer to peer Social TV<br />Gaming<br />Advertisements<br />On line discoveries through Layered Screens<br />
    19. 19. Smart TV: Layered screens<br />Optional feature available to the user <br />Interactive screen placed on top of transmission event<br />Deep dive on media related content delivered through applications or other medium<br />Highly context specific medium<br />Apps will double up as ads within the context<br />Social integration to take the engagement levels higher<br />Apps and Layered Transmission<br />
    20. 20. Smart TV<br />Critical success factors<br />
    21. 21. Critical Success Factors<br /><ul><li>The Eco-system role will be critical to smart TV adoption
    22. 22. Apps will have to be more experience enhanced, engagement based
    23. 23. Top class User experience
    24. 24. Service level agreements to augment data speeds, high bandwidth and data usage.
    25. 25. Inter-operability between devices i.e Smartphone, Tablets, Gaming Consoles</li></ul>Publishers<br />Studios/ <br />Labels<br />Broadcasters<br />Cloud service <br />providers<br />Internet service <br />providers<br />App Makers<br />Library/ Content<br />Owners<br />Advertisers<br />
    26. 26. Invert the Pyramid<br />Nokia 1100: First affordable cell-phone in India<br />Opened up the cell phone as a means of mass communication across India<br />Also supported by falling call rates<br />Reducing overall cost of ownership and recurring costs of “running” translates into large volume play for Consumer Durables categories<br />
    27. 27. Positioned for the future<br />3G4G/BWA/ Digital Dividend<br />Data costs would erode<br />Data quality would get better<br />Networks will get better<br />Indianization: Use of localized set of Apps and vernacular interface<br />Pricing the Internet TV @ Rs.20K with reduced features can be a TIPPING point for high volume growth at low margins<br />
    28. 28. Thanks<br />Leave your comments and questions to me <br />@manasganguly<br />manas.ganguly@gmail.com<br />

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