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Iabm keynote 5 december 2013
Iabm keynote 5 december 2013
Iabm keynote 5 december 2013
Iabm keynote 5 december 2013
Iabm keynote 5 december 2013
Iabm keynote 5 december 2013
Iabm keynote 5 december 2013
Iabm keynote 5 december 2013
Iabm keynote 5 december 2013
Iabm keynote 5 december 2013
Iabm keynote 5 december 2013
Iabm keynote 5 december 2013
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Iabm keynote 5 december 2013

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Media and TV is evolving fast. The industry needs new answers.

Media and TV is evolving fast. The industry needs new answers.

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  • 1. What Technology Strategies To Thrive? Martin Guillaume, Ericsson Broadcast Services London 5th December 2013 A fast changing TV landscape
  • 2. Ericsson | Page 2 +8% ›  YouTube, Apple, NetFlix, YouView, BT Sport, LoveFilm, Hulu, … ›  New (internet) players have deep pockets, a good understanding for one to one marketing, deliver well across all channels and devices. ›  Seek to secure access to premium and original content (sports, series, etc…) with disastrous inflation on these properties Dramatic increase in competition NetFlix controls 66% of the rental market 80% of NetFlix rentals are of TV shows NPD Group CAGR for TV sports rights from 2005 – 2012 Ericsson Research
  • 3. Ericsson | Page 3 Radical consumer shifts 44% 29% Visit social network sites while watching TV programmes as well as during commercial breaks Check related information online for a programme they are watching on TV 34% Check sport scores while watching other TV programmes. 34% Use their tablets to check sports / news when they are at home Source: STATE OF THE MEDIA: U.S. DIGITAL CONSUMER REPORT (Q3-Q4 2011) by Nielsen mincite Source: Media Leaders Discuss the Consumer Shift to Cross-Platform, Nielsen, June 27, 2012
  • 4. Ericsson | Page 4 › Ad market shifts to online – Nearly three in every four ad dollars flowing into online and OTT video is coming from TV money (*) › Increased capital expense requirements – To acquire (or produce) original content due to increased number of bidders – To create a compelling experience across a broad array of devices and channels › Increased cost of technology to enable new models –  Experimentation 20% or more of consumers across all three countries [UK, Canada, US] are willing to pay $5-$7 per month for advertising-free access to streaming premium video content (TV shows, movies and events). QuickPlay Media survey (*) AOL's global branded content platform Be On Adverse effect on fundamentals
  • 5. Ericsson | Page 5 ›  Unfair fight: Formidable adversaries with deep pockets, rooted in successes outside of media – their fundamentals don’t include making money with content (i.e. iTunes) ›  Fast learners, House of Cards stunned the industry. They’re able to get there quickly. ›  They know how to build personalised experiences & penetrate a market very fast (NetFlix numbers in Europe) “live” is the broadcasters’ strategic differentiator live is defined as news + sports + events + premiere a.k.a. ‘previously un-experienced content’ new entrants making big progress
  • 6. Ericsson | Page 6 › Extend into mobile “Connected Consumer” –  Profiles users to improve the experience. –  Optimise ad placement across devices –  Delivers relevant discovery –  Interesting and tailored second screens –  Weaves in Social media –  Local content, contextually relevant is key › Differentiate on “Live Experiences” –  Based on “appointment viewing” viewers all experience the same thing at the same time be it sport, a music concert, a reality show or a serie premiere; fostering a sense of community. –  Emphasise a deep rooted and intimate relationship centered in the living room = most intimate and immersive –  Extend onto other devices as opposed to other devices controlling the TV. Broadcasters need A unique experience
  • 7. Ericsson | Page 7 Is it Time to redesign their experiences? Adopting a consumer-centric approaches creates a plethora of needs; which change over time. Consume ServiceTransactAware Join Renew Pre teenager Teenager Young Adult Mature DEFINE your viewers (with an eye towards lifetime value) Middle age Pierre Jennifer Vincent PhilippeLili 2 1 Aware Join Transact Consume Service Renew Aware Join Transact Consume Service Renew Aware Join Transact Consume Service Renew Aware Join Transact Consume Service Renew Aware Join Transact Consume Service Renew DESIGN a PERSONAL experience for each stage for each segment
  • 8. Ericsson | Page 8 What are analysts saying? Key business and technical principles of Ercisson’s offerings Across devices Seamless Personalized Targeted Social Innovative Agile New models Consumer insight Live
  • 9. Ericsson | Page 9 Agile Integration imperative ESB CMS SCEDULING Orignation & optimisationCDNs TRANSCODE CMS TRANSCODE TRANSCODE CDNs CDNs CRM MAM 1 2 3 Decide what you must own, justify. Adopt a standard and flexible integration capability – it is your backbone Benchmark often, invest in intelligent decision / arbitration The promise of service orientation is here, even for media content. Playout / DISTRIBUTION
  • 10. Ericsson | Page 10 OVP Online Video Platform OTT in a few words •  Secure delivery •  Ingest •  QC •  Transcode •  Describe / enhance Acquire content •  Protect (DRM) •  Encode •  Originate and Optimise CDN •  Deliver Deliver Experience •  Enroll •  Receive payment •  Record incident •  Deliver credit •  Couponing Service Subscriber 1 2 3 MAM Media Asset Management CRM Customer Relationship Management Services Offer a portfolio of services which can be “knitted” into a business offering.
  • 11. Ericsson | Page 11 ›  Model your approach after our telecom & play-out services, not an IT project with ballooning costs and deadline; offer a documented SLA with predictable opex costs ›  Service “building blocks” which can be assembled into new experiences owning as much or as little as you want. You pay for what you use, you shut down or scale up as needed. ›  Guaranteed to work across a broad and growing array of devices; Integrates with your existing infrastructure OFFER A Different Delivery Model
  • 12. Ericsson | Page 12 › Keep your capital, we just need OPEX –  You pay for what you use, not idle infrastructure.Reduce your technology risk › Try new models quickly and affordably –  Assembling new experiences is fast, you can respond to market demands quickly and win › Remain in control of the changing consumer experience –  Optimal rendering of video across a broad and growing number of devices and channels –  always the most cost effective CDN: Media Delivery Network: CDN capacity planning. –  Optimal recommendation : collect, analyse and power your business decisions with a rich array of intelligence about your content and consumption OTT Example: COST Relief & Innovation “there is nothing more powerful than an idea whose time has come” V. Hugo

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