CONVERGED TVHow it will affectviewership habits?POLICY RECOMMENDATION
This is Consumerlab                       1 000,000                       RESPONDENTS                       SINCE 1995    ...
Consumerlab TV-VIDEOstudiesSource: Ericsson ConsumerLab TV Video Consumer trends 2012, Urban sample in China, Brazil, Chil...
Consumer expectations              One super simple, convenient, aggregated service                 bringing “my” content ...
Change:On-demand going mainstream                     Advanced services, features and habits are                         b...
CHANGE:Growing habit of paying for on-demand                                                                              ...
CHANGE: Displacing “free” can be donewith lawful services !                                                               ...
What do consumers value ?           On-demand & Time shift                                                                ...
Barriers for On-demand TVand Video usage Source: Ericsson ConsumerLab TV Video Consumer trends 2012Connected TV Conference...
The market supply failure oflawful “on-demand” content                                                                    ...
POLICY                                                           RECOMMENDATIONSConnected TV Conference | © Ericsson AB 20...
INCREASE AVAILABILITY OF LAWFUL DIGITAL SERVICESConnected TV Conference | © Ericsson AB 2012 | 2012-10-17 | Page 12 (19)
FIRST RELEASE WINDOW MUST TOO GO DIGITALConnected TV Conference | © Ericsson AB 2012 | 2012-10-17 | Page 13 (19)
DISPLACE FREE WITH LEGAL DIGITAL SERVICESConnected TV Conference | © Ericsson AB 2012 | 2012-10-17 | Page 14 (19)
REASONABLE                                                                            CONSUMER                            ...
TECHNOLOGY NEUTRAL EXCEPTIONSConnected TV Conference | © Ericsson AB 2012 | 2012-10-17 | Page 16 (19)
PROMOTE INNOVATION                            MORE                         FLEXIBILITY &                    INSTANT GRATIF...
Summary› Windowing, first release window must go digital – lawful digital  alternatives necessary.› Displace illegal acces...
Connected tv conference rene summer
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Connected tv conference rene summer

  1. 1. CONVERGED TVHow it will affectviewership habits?POLICY RECOMMENDATION
  2. 2. This is Consumerlab 1 000,000 RESPONDENTS SINCE 1995 REPRESENTING 100,000 RESPONDENTS 1.1 billion PEOPLE PER ANNUM MORE THAN 70 15 MEGACITIES COUNTRIES STUDIEDConnected TV Page 22012-06-27 | Conference | © Ericsson AB 2012 | 2012-10-17 | Page 2 (19)
  3. 3. Consumerlab TV-VIDEOstudiesSource: Ericsson ConsumerLab TV Video Consumer trends 2012, Urban sample in China, Brazil, Chile & Mexico, National sample all other markets, Ipsos statistics, CIA the world factbookConnected TV Conference | © Ericsson AB 2012 | 2012-10-17 | Page 3 (19)
  4. 4. Consumer expectations One super simple, convenient, aggregated service bringing “my” content into one experience On-demand content Individualized TV experience Idea based Social TV content discovery Linear bundles & A’ la CarteSource: Ericsson ConsumerLab TV Video Consumer trends 2012Connected TV Conference | © Ericsson AB 2012 | 2012-10-17 | Page 4 (19)
  5. 5. Change:On-demand going mainstream Advanced services, features and habits are becoming available for everybody “The shortcut” Basic broadcast Connected-TV Merging the viewing TV-experience • TV-screen based Enabled by easy to use • Mix of linear and built in features on-demand • Multi screen basedRequires knowledge, Requiring even moreexploration, time & technology knowledge, time & techy devices Internet based on- demand • PC-screen basedSource: Ericsson ConsumerLab TV Video Consumer trends 2012Connected TV Conference | © Ericsson AB 2012 | 2012-10-17 | Page 5 (19)
  6. 6. CHANGE:Growing habit of paying for on-demand % BASE: Core 7 markets (US, UK, Sweden, Germany, Spain, China and Taiwan) [Have and use device and Watch stream or download video at least monthly] Source: Ericsson ConsumerLab TV Video Consumer trends 2011, 2012Connected TV Conference | © Ericsson AB 2012 | 2012-10-17 | Page 6 (19)
  7. 7. CHANGE: Displacing “free” can be donewith lawful services ! Spain Base: Spanish on-demand (streaming & downloading content) users (513 users out of 1000) New & old content Attractive pricing User friendly & simple 60% US 50% 2011 40% 2012 30% 20% 10% 0% Other File sharing Apple iTunes Amazon Instant Operator On- TV Network Hulu Netflix Video demand homepage Base: US on-demand (streaming & downloading content) users (591 users out of 1000)BASE: Spain & US [On-demand users that watch streamed or downloaded video content at least several times per month]Source: Ericsson ConsumerLab TV Video Consumer trends 2011 & 2012Connected TV Conference | © Ericsson AB 2012 | 2012-10-17 | Page 7 (19)
  8. 8. What do consumers value ? On-demand & Time shift (+8%-points)Theatretical releases direct on TV A la Carte TV/Video content (+7%-points) A lot of TV Channels BASE: Core 7 markets (US, UK, Sweden, Germany, Spain, China and Taiwan) (Showing those who consider the service worth paying for) % Source: Ericsson ConsumerLab TV Video Consumer trends 2011, 2012 Connected TV Conference | © Ericsson AB 2012 | 2012-10-17 | Page 8 (19)
  9. 9. Barriers for On-demand TVand Video usage Source: Ericsson ConsumerLab TV Video Consumer trends 2012Connected TV Conference | © Ericsson AB 2012 | 2012-10-17 | Page 9 (19)
  10. 10. The market supply failure oflawful “on-demand” content Source PWC Global Entertainment Outlook 2012Connected TV Conference | © Ericsson AB 2012 | 2012-10-17 | Page 10 (19)
  11. 11. POLICY RECOMMENDATIONSConnected TV Conference | © Ericsson AB 2012 | 2012-10-17 | Page 11 (19)
  12. 12. INCREASE AVAILABILITY OF LAWFUL DIGITAL SERVICESConnected TV Conference | © Ericsson AB 2012 | 2012-10-17 | Page 12 (19)
  13. 13. FIRST RELEASE WINDOW MUST TOO GO DIGITALConnected TV Conference | © Ericsson AB 2012 | 2012-10-17 | Page 13 (19)
  14. 14. DISPLACE FREE WITH LEGAL DIGITAL SERVICESConnected TV Conference | © Ericsson AB 2012 | 2012-10-17 | Page 14 (19)
  15. 15. REASONABLE CONSUMER EXPECTATIONS EXCEPTIONS TIME PLACE DEVICE SHIFTING MUST BE METConnected TV Conference | © Ericsson AB 2012 | 2012-10-17 | Page 15 (19)
  16. 16. TECHNOLOGY NEUTRAL EXCEPTIONSConnected TV Conference | © Ericsson AB 2012 | 2012-10-17 | Page 16 (19)
  17. 17. PROMOTE INNOVATION MORE FLEXIBILITY & INSTANT GRATIFICATIONConnected TV Conference | © Ericsson AB 2012 | 2012-10-17 | Page 17 (19)
  18. 18. Summary› Windowing, first release window must go digital – lawful digital alternatives necessary.› Displace illegal access with appropriate lawful digital services – more enforcement not a solution for treating the absence of lawful digital availability.› Time-, Place-, Device-shifting exceptions must be accommodated, reasonable expectations.› Technology neutral exceptions > private cloud› Roaming private services a step to multi-territorial services› Promote A’ la Carte innovation, traditional services must offer more flexibility and accommodate instant gratification; Micro-payments, Pre- paid, Vouchers/Tickets, Viral marketing/Social TV to complement subscriptions and advertising models.Connected TV Conference | © Ericsson AB 2012 | 2012-10-17 | Page 18 (19)

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