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Iptv gsutekil05'09-ozkan serin-public(2) Presentation Transcript

  • 1. IPTV Today, tomorrow and business models GSU TEKIL05, 16 Nisan’09 Özkan Serin Business Development Manager Ericsson Market Unit Turkey & Israel
  • 2. Agenda  Evolving media consumption – from linear to personalized  Online media phenomenon  Changing business landscape & IPTV market outlook  Tomorrow’s TV – technology and offerings © Ericsson 2009 2 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 3. © Ericsson 2009 3 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 4. 1. Interactivity Evolution of consumer media 2. 3. Mobility Portability 4. Choice experience Consumer demand 5. Control Interactivity—media Portability Choice and Media control Convergence Mobility— voice (any content, any device, Interactivity— transactional anywhere, anytime) Expanding information access 1950 1990 1995 2003 2004 2006 2007~ HDTV Time-shifted User-defined content Dial-up TV (TiVo) Internet TV- commerce IPTV Fixed broadcast Mobile Digital Music VOD - PUSH and Pull video & radio phones (iPod) Unicast television Contextual ad serving Enabling technology © Ericsson 2009 4 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 5. The new user behaviour set by the “digital natives” Global Freedom Personal On-demand Rich Multi Interactive Expressive 24/7 Sharing Control Useful It’s all about ME! © Ericsson 2009 5 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 6. TV becomes less linear U.S. example  150 mn (unique) U.S. Internet users (78.5 % of U.S. Internet audience) viewed a record 14.3 bn online videos during Dec’08, 13% increase from Nov’08  Avg. online viewer seen 95.7 titles, for 309 mins  Duration of avg. online video 3.2 mins Online distribution defining the next phase of the broadcasting industry © Ericsson 2009 6 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 7. TV Industry adapting to the change Digital media deals within 2 weeks between 23 Jan to Feb 09 (* Source: Informa Telecom) “Bold and the Beautiful” getting its own channel on YouTube  Viacom (MTV, Nickelodeon, ComedyCentral, Paramount)Samsung, LGputting SpongeBob During CES’09, Intel, Motorola, signs with SlingMedia and MTV The Hills on sling.com and Sevenload to distribute SpongeBob SquarePants and Game announced IPTV STB's, DVD Players, Game Consoles One on the Net. The BBC inks a deal with the FA to provide English Premier LeagueInternet and put that can access video directly from the soccer highlights on its iPlayer catch-up service. it on TV. Music web site Muzu.tv signs a three-year deal with Cooking Vinyl to get access to the label's entire music-video catalog, which includes content from Billy Bragg, Blondie, Hayseed Dixie and Killing Joke. Video portal Filmon gets Paramount movies for online distribution in the UK the same day they are released on DVD. Google Adwords TV, the search outfit's platform for TV advertisers, joins forces with technology outfit MediaBank to offer data on time-shifted-TV viewing. Telco Orange partners with regional news organizations DNA, Le Telegramme and L'Est Republicain to offer a weekly current-affairs program on regional broadcast TV, the news outfits' web sites, on the Orange.fr destination and the Orange World mobile portal. Yahoo is taking its online show Yahoo Buzz, a news- and trend-spotting format, to broadcast TV in a coproduction with Twentieth TV. ITunes gets HD on-demand shows such as Planet Earth from BBC Worldwide © Ericsson 2009 7 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 8. TV Industry adapting to the change  During CES’09, Intel, Motorola, Samsung, LG announced IPTV STB's, DVD Players, Game Consoles that can access video directly from the Internet and put it on TV. © Ericsson 2009 8 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 9. Some even driving the change UK example Source: BBC © Ericsson 2009 9 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 10. TV becomes less linear – U.K. example TV iPlayer 147.1 mn in 9months PC iPlayer 276.6 mn TV iPlayer 118.3 mn >390 mn through 2008 Source: BBC © Ericsson 2009 10 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 11. Business landscape is changing Premium High Speed Wireline Wireless Video Internet Voice Voice Pay TV Operators Internet Service Providers Mobile Operators Telcos Source: Heavy Reading, Telecom in TV Land, 2007-July Increased focus on video + broadband © Ericsson 2009 11 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 12. Traditional Service Providers Single product Dial up Fixed telephony Legacy datacom Analog TV Churn and price pressure causes major headaches © Ericsson 2009 12 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 13. Traditional Service Providers Single product Dial up Fixed telephony Legacy datacom Analog TV Churn and price pressure causes major headaches © Ericsson 2009 13 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 14. What’s IPTV to telco/service provider Survival strategy Short term Medium/long term • Traditional Telco Infrastructure is best medium to deliver IP and personalized TV experience • IP based content is naturally good for VOD, and can be delivered to any IP enabled device • IPTV services offer great flexibility in compared to traditional content suppliers • IPTV can satisfy new media consumption habits Protect customer & revenue, add new revenue & improve margins © Ericsson 2009 14 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 15. What’s IPTV to telco/service provider Survival strategy Short term Medium/long term • Traditional Telco Infrastructure is best medium to deliver IP and personalized TV experience • IP based content is naturally good for VOD, and can be delivered to any IP enabled device • IPTV services offer great flexibility in compared to traditional content suppliers • IPTV can satisfy new media consumption habits Protect customer & revenue, add new revenue & improve margins © Ericsson 2009 15 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 16. What’s IPTV to telco/service provider Survival strategy Short term Medium/long term Protect customer & revenue, add new revenue & improve margins © Ericsson 2009 16 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 17. IPTV end-user TV services Broadcast TV, Electronic Program Guide (EPG) Time-Shift TV, Start-Over TV, Catch-Up TV Video on demand Multi-Languages, subtitles Personal Video Recorder © Ericsson 2009 17 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 18. IPTV end-user comm. services Presence & Instant Messaging Broadcast reminder to mobile What’s on TV? Extended Parental control © Ericsson 2009 18 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 19. IPTV consumer value-add proposition  Delivering a new TV experience – Personalization – freedom of choice – Time-shifting – giving the control to end-user – Interactivity – enabling interaction with the services  Enabling TV as a device for communication services – In the living room – On the superior big screen Taking video services to a new level © Ericsson 2009 19 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 20. Growth potential of IPTV © Ericsson 2009 20 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 21. Pricing IPTV AT&T U300 €50 AT&T U100 Orange La Fibre T-Home Kino und TV Profi VDSL Imagenio Familiar Orange Livebox Belgacom Free T-Home Kino and Select Verizon FiOS TV Profi TDC Basic Plus KPN Interactive TV Premium €20 FastwebFull Telia Stor T-Home Entertain Comfort VDSL Belgacom Classic + Triple play bundle Verizon T-Home Entertain FiOS Local Comfort TV only Telia Start Basic TV package Extensive TV package Premium TV package 10-30 channels 30-100 channels © Ericsson 2009 21 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 22. Market Leaders Strategies Verizon © Ericsson 2009 22 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 23. Market Leaders Strategies FT - Livebox Features © Ericsson 2009 23 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 24. Market Leaders Strategies AT&T © Ericsson 2009 24 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 25. IPTV Leaders and Differentiation Content & channel Differentiators Effect offering  Very targeted advertizing & promotions  Verizon has been adding 2,200 net  300 channels strategy. subs per day (Q2 2007). 750 per day  2,300 on-demand  NFL Network Game – 4 camera angles plus more than in Q4 2006. titles incl. Free films Chat, Game Statistics, Highlights and More  1.5 million subscribers had access to  Widgets, photos, slideshows, weather NFL Network Game Extra  100 + 150  Free is the leading IP TV operator in  Offering more for less. Extremely rich feature the Europe.  1 000 VoD films set compared to the market.  168 million videos had been viewed  à la carte  Innovative services incl. ’TV Perso’ (UGC) on TV Perso since Dec 07  200 channels  Exclusive content offering  Orange estimated it acquired 20% of  Offers digital recording and ‘Time Control’ its IP TV subs because of its  VoD: 2,500 films, feature (digital recorder with 160 GB storage exclusive content offering in 5000 programs space) in high definition 2005/2006.  PCCW ended 2007 with 882 thousand  110 pay & 21 FTA  Subscribers can book movie tickets, from Now IPTV subscribers up from 758 shop channel, order food, control subscription thousand at the end of 2006. channels using their TV remote, restrict access using  PCCW's IPTV ARPU grew from parental control, and offer a stock service $18US at the end of 2006 to $US26 at the end of 2007. * Source: Ericsson Consumer Lab Nov 2007, based on studies in Sweden, UK and HongKong © Ericsson 2009 25 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 26. Strategic operator options for TV High Definition TV Fixed Telecom Triple play Mobile BB / TV Operator On-demand TV Mobile Broadband DSL/Fiber for Mobile Multi-stream/ Operator Mobile TV HDTV High Definition TV Mobile Services Cable Triple play On-demand TV Operator Satellite High Definition TV DSL for Operator (broadcast) Triple play High Definition TV Terrestrial Mobile TV (few broadcast Operator (DVB-H) channels) © Ericsson 2009 26 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 27. The future?  Traditional platforms adapting a two way approach  Focus on hybrid systems – traditional linear broadcasting & on-demand/interactivity/communication via IP  IPTV not an independent solution – part of an overall converged digital TV service  TV will exist as one of many multimedia applications that need to interoperate on standardized interfaces Consumers not interested in the technology, but the result © Ericsson 2009 27 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 28. Tomorrow’s TV experience as suggested by FT, BSkyB and many others © Ericsson 2009 28 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 29. IP*TV has to be much more than ’TV’ Communication Information Entertainment Transaction Personal & Home Management • Information storage • Pets • Home Security & maintenance • Laundry, cooking, cleaning • Family and community services TV that is personal and TV that connects me to everything ! © Ericsson 2009 29 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 30. IP*TV has to be much more than ’TV’ Communication Information Entertainment Transaction Personal & Home Management • Information storage • Pets • Home Security & maintenance • Laundry, cooking, cleaning • Family and community services TV that is personal and TV that connects me to everything ! © Ericsson 2009 30 IPTV, GSU TEKIL05 16-04-2009 2009-04-15
  • 31. © Ericsson 2009 31 IPTV, GSU TEKIL05 16-04-2009 2009-04-15