Profiting From Broadband Video's Disruptive Impact

© Copyright 2007. Broadband Directions LLC. All rights reserved. Page Profiting from Broadband Video’s Disruptive Impact Will Richmond President Broadband Directions LLC December 2007 © Copyright 2007. Broadband Directions LLC. All rights reserved.

Legal Disclaimer © Copyright 2007. Broadband Directions LLC. All rights reserved. Page All information contained in this document is proprietary to and copyrighted by Broadband Directions LLC, except as described below. You may not alter or remove any trademark, copyright or other notice from any copy of this document. Broadband Directions and the Broadband Directions logo are trademarks of Broadband Directions LLC. All other trademarks used in the document, including the logos of third parties reproduced herein, are the property of their respective owners. All web site images and content of companies excerpted in this document are the copyrighted material of their respective owners. Neither Broadband Directions LLC nor any other party is responsible for any deficiencies in the accuracy, completeness or timeliness of any information contained in this document, or for any decision made using such information. In particular, information contained in this document was gathered over a specified period of time, and it is possible that such information has changed since it was collected and is out of date as of the publication of this document. The opinions contained in this document reflect the judgment of the author at the time of publication and are subject to change. This document is designed to provide general information on the subject matter covered. It is not intended to provide personalized advice or guidance. You are responsible for properly analyzing and verifying any information you intend to rely on.

Background
Broadband Directions LLC
Market intelligence, publishing and consulting firm specializing in broadband video
Broadband Video Focus market intelligence – annual subscription service
VideoNuze – free, ad-supported online publication with original analysis and news aggregation
Consulting projects for many leading media and technology companies
Will Richmond background:
20-year veteran of cable, broadband, content, technology industries
VP Business Development – Continental Cablevision (3 rd largest cable MSO), co-founder of pioneering high-speed Internet service
Education: Cornell University (BS), Harvard Business School (MBA)
Speaker/moderator at numerous industry events
© Copyright 2007. Broadband Directions LLC. All rights reserved. Page

Definitions
Broadband-delivered video is:
Delivered through broadband IP connections (cable modem, DSL)
Served remotely from anywhere on the Internet to a user’s computer
Sometimes downloadable to portable devices (e.g. iPod, Zune)
Also called “Internet TV”, “online video”, “broadband TV”
Broadband-delivered video is not :
“ IPTV”, which uses set-top boxes and a “walled-garden” approach
“ Mobile TV” or “Wireless Video” (e.g. VCast, MobiTV, others)
VOD served by a cable/satellite/telco set-top box
TiVo or DVR video

Traditional Video Distribution Value Chain © Copyright 2007. Broadband Directions LLC. All rights reserved. Page Source: Broadband Directions LLC $ $ $ $/other Consumers Advertisers $ $ $ Producers and Rights Holders Cable TV Networks Retail Distributors (cable TV or satellite) Broadcast TV Networks & Stations

Broadband is an Open Video Delivery Platform © Copyright 2007. Broadband Directions LLC. All rights reserved. Page Internet Cable modem or DSL Computer Television ? Broadband Network Portable Video Player (e.g iPod, Zune) ? Source: Broadband Directions LLC Video Servers (e.g. Yahoo, CNET, MLB ) Video Servers (e.g. YouTube, NYTimes, Budweiser)

3 Disruptions of Broadband Video
1. Established video providers can go “direct-to-consumer”
“ Cable bypass” – 1 st time to get video directly to audience
New economics based on retail, not wholesale model
2. New broadband video distributors can establish value
Define new services that are aligned with consumer behaviors
Change “basis of competition” among market participants
3. New video-focused market entrants can emerge
Numerous types of companies enter video market
New broadband/online-centric economics

Broadband video’s disruption is
REAL
not theoretical

1. Broadband Enables Direct-to-Consumer Models © Copyright 2007. Broadband Directions LLC. All rights reserved. Page Source: Broadband Directions LLC Consumers Advertisers $ $ $ $ Broadband access only $ $ Cable TV Networks Retail Distributors (cable TV or satellite) Producers and Rights Holders Broadcast TV Networks & Stations

2. Broadband Enables New Video Distributors © Copyright 2007. Broadband Directions LLC. All rights reserved. Page Source: Broadband Directions LLC $ $ Broadband Video Distributors $ $ Consumers Advertisers Advertisers Broadband access only $ Retail Distributors (cable TV or satellite) Producers and Rights Holders Cable TV Networks Broadcast TV Networks & Stations

Examples of New Video Distributors © Copyright 2007. Broadband Directions LLC. All rights reserved. Page Video Sharing & Community Sites Portals/Search Aggregators & Syndicators All images are the property of their respective copyright owners.

3. Broadband Enables New Video Providers © Copyright 2007. Broadband Directions LLC. All rights reserved. Page Source: Broadband Directions LLC New Video Providers (startups, incumbent non-video media or marketers) Broadband access only $ Consumers Advertisers Advertisers $ $ $ $ Broadband Video Distributors Retail Distributors (cable TV or satellite) Producers and Rights Holders Cable TV Networks Broadcast TV Networks & Stations

Examples of New Video Providers
Niche providers:
© Copyright 2007. Broadband Directions LLC. All rights reserved. Page Online publishers: Print publishers: Brand marketers All images are the property of their respective copyright owners.

Current Video Distribution Value Chain © Copyright 2007. Broadband Directions LLC. All rights reserved. Page $ $ $ $/other Subscribers Advertisers $ $ $ Producers and Rights Holders Cable TV Networks Retail Distributors (cable TV or satellite) Broadcast TV Networks & Stations

© Copyright 2007. Broadband Directions LLC. All rights reserved. Page Future Video Distribution Value Chain? Source: Broadband Directions LLC All Video Providers Advertisers Advertisers $ $ $ $ Broadband Video Distributors Consumers $

© Copyright 2007. Broadband Directions LLC. All rights reserved. Page Thank You Will Richmond President Broadband Directions LLC [email_address] 617-699-4459 www.broadbanddirections.com © Copyright 2007. Broadband Directions LLC. All rights reserved.

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Profiting From Broadband Video's Disruptive Impact

by WillRichmond

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