Look and Feel Issues and Usability at Imagenio Telefonica´s IPTV Platform

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Presentation in Berlin about Usability aspects of IPTV interfaces in November 2007

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  • Good presentation. I leave here this Cesar Alierta profile http://www.telefonica.com/en/about_telefonica/html/cv_directivos/cv_alierta.shtml
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  • Telefónica, ahora Movistar, quiere seguir invirtiendo y facturando más http://www.cincodias.com/articulo/empresas/Alierta-pide-directivos-facturar-2012-prometido-mercado/20100312cdscdiemp_4/cdsemp/
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Look and Feel Issues and Usability at Imagenio Telefonica´s IPTV Platform

  1. 1. Look and Feel Issues and Usability at Imagenio Telefonica´s IPTV Platform TELEFONICA DE ESPAÑA IPTV Competence Centre + Multimedia Services Berlin November 28, 2007 [email_address] [email_address]
  2. 2. <ul><li>Introduction to Telefonica </li></ul><ul><ul><li>Worlwide IPTV presence </li></ul></ul><ul><li>Imagenio Spain- User Interface Analysis </li></ul><ul><ul><li>User Interface Structure </li></ul></ul><ul><ul><ul><li>Navigation Tree </li></ul></ul></ul><ul><ul><ul><li>Purchasing Trees </li></ul></ul></ul><ul><ul><li>Remote Control Analysis </li></ul></ul><ul><ul><li>Barker Channel </li></ul></ul><ul><ul><li>Electronic Program Guide (EPG) </li></ul></ul><ul><ul><li>Customer Demostration Videos </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><li>Channel Changing </li></ul><ul><li>Operator Usability Tools </li></ul><ul><li>Usability Evolution & Future Product Integration </li></ul><ul><li>Conclusions </li></ul>Index
  3. 3. Telefónica´s deep transformation over the last twenty years Clients 8.9 million subscribers 203,2 million subscribers(*) 1984 <ul><li>X 21 </li></ul>Financial Data Revenues: 2.3 B€ Assets: 10.3 B€ Mkt. Cap: 1.6 B€ Revenues: 52.9 Bn€ (*) Assets: 108.9 Bn€ (**) Mkt Cap: 107 ** Bn€ (*) <ul><li>X22 </li></ul><ul><li>x10 </li></ul><ul><li>x69 </li></ul>Spain with a population of 38 million Worldwide Latin America, Europe, Africa & Asia > market potential of 760 million Footprint <ul><li>X 20 </li></ul>Human Resources 67,000 employees More than 230,000 employees <ul><li>x3 </li></ul>Note: Financial data as of Note: Financial data as of the end of 1984 Services Diversified and large offering of products & services Fixed line voice and other basic services @ <ul><li>x </li></ul>2006 * Dic 2006 ** Oct 2007
  4. 4. Telefónica a global and multiservice operator, present in 23 countries worldwide …
  5. 5. IPTV situation inside Telefonica SPAIN : +470.000 CZECH REPUBLIC : +60.000 UK&Ireland : From mobile to broadband, IPTV being analyzed GERMANY : IPTV commitment Chile : Innovation Commercial Field Test, massive commercial deployment in 2008 Brazil, Argentina & Colombia IPTV lauch planed for 2008 EUROPE LATAM
  6. 6. Telefónica LATAM <ul><li>FIRST generation user interface pending launch in many countries </li></ul><ul><li>Very generic in order to able to adapt it in many different countries that use practically same language (except local modisms and Portuguese Brazilean </li></ul>
  7. 7. Telefónica SPAIN- Imagenio- 3 Generation User Interface O2 Telefónica CESCK REPUBLIC- 3 Generation User Interface
  8. 8. Telefónica Spain- Imagenio Audience SOURCE: Internal Analysis Telefónica <ul><li>Customer Base: 477,395 users Oct 2007 </li></ul><ul><li>Audience (2,8 people per household): 1.336.706 people </li></ul><ul><li>21% of customers buy Video On Demand (average 3 films per month) </li></ul><ul><li>19% of customers buy football ( average 2 games per month ) </li></ul><ul><li>20% of customers at least are subscribed to one service </li></ul><ul><li>350 cities > 10.000 inhabitants have Imagenio coverage (aprox 45% household coverage ) </li></ul>Evolution Customer Base (in 000) Geographic Distribution Of Imagenio Customer Base (in %) 45% user base In Madrid & Barcelona 132 %
  9. 9. User Interface Structure Advertisement & Communication Selection Multimedia & Informative Common apps across services Shortcuts Branding Branding Notifications
  10. 10. User Interface Feedback From the Customer KEY ATTRIBUTES VALUED BY IMAGENIO CUSTOMERS WHEN ASKED ABOUT NAVIGATION CLEAR SIMPLE FUNCTIONAL EASY TO USE EASY TO NAVIGATE OPERATIONAL WELL ORGANIZAED PRACTICAL <ul><li>The key to a good EPG is the combination of good esthetics and functionality </li></ul><ul><li>Convey personalization through a dedicated section ej: “My Favourites” </li></ul><ul><li>Never loose TV viewing while accessing product user interface </li></ul>SOURCE: 7 Focus Groups with 8 people each conducted amongst Imagenio users and potential users plus competitors customers as well- November 2006 in Madrid and Barcelona
  11. 11. Navigation Tree
  12. 12. TV Package Purchase Procedure 1 From CoD to Broadcast and select ”A la carta” 2 Select package/channel 3 Detailed information 4 Extended Information 5 PIN introduction 6 Operation completed
  13. 13. Video On Demand (VoD) Purchase Procedure 1 Main Page 2 VoD Categories 3 Surf Titles 4 Detailed Info 5 Purchase Options 6 PIN Introduction 7 Operation Completed
  14. 14. Remote Control Analysis <ul><li>Full VCR functionality for VOD and PVR </li></ul><ul><li>Recent introduction of: </li></ul><ul><ul><li>REC button </li></ul></ul><ul><ul><li>Consolidation of Play & Pause Buttons </li></ul></ul><ul><ul><li>Back to live TV button (ej: after a Shift Tv action) </li></ul></ul><ul><li>Consolidation of other TV peripheral controls in service remote in order to try and save number of remotes on users table </li></ul><ul><li>Colored buttons orient the user to quick action functions in order to save time and improve future usage experience </li></ul><ul><li>Particular service related buttons </li></ul><ul><ul><li>Invoke keyboard and internet </li></ul></ul><ul><ul><li>Go to home page, go back </li></ul></ul><ul><ul><li>Menu and help </li></ul></ul><ul><ul><li>Button based navigation “wheel” </li></ul></ul><ul><li>Invoke EPG </li></ul>
  15. 15. Barker Channel <ul><li>By default service sets on to this channels </li></ul><ul><li>Channel entirely produced by Telefonica with permission from content providers </li></ul><ul><li>The main objective is to: </li></ul><ul><ul><li>Promote new contents and services </li></ul></ul><ul><ul><li>Promote channels </li></ul></ul><ul><ul><li>Promote new promotions </li></ul></ul><ul><li>How ever it is also a very important tool in order to show the user how to really use the different services </li></ul>The following video promotes i) Spanish cinema, ii) “Letters from Iwo Jima” and iii) Final Report from History Channel
  16. 16. Electronic Program Guide (EPG) <ul><li>EPG accessible from blue action button while TV watching- </li></ul><ul><ul><li>first the user gets more information on the program </li></ul></ul><ul><ul><li>then he/she gets more information on all programs </li></ul></ul>Filter/Search BY CHANNEL Filter/Search BY THEME Filter/Search BY TIME OF PROGRAM
  17. 17. Mini EPG <ul><li>This EPG appears during 4 seconds each time the users changes channel </li></ul><ul><li>The objective is to constantly inform the user about the content and what he can do with Imagenio at any point in time </li></ul>PVR- zapping functionality (shows time delay towards real time TV and time scheduled for recording) Channel Number Invoke- Metadata on content , EPG, Stereo/Original Language Version Content Name Content Duration
  18. 18. Demostration Videos Telefónica has produced a series of videos to teach users about the service capabilities of the application. The following video is about the users “My account” where a user can see his/her consumptions and the different payment methods he can use (promotion, gift certificate, real purchase):
  19. 19. Space on digital Magazine Pure Advertising Formats Promotes Internal Content & Advertiser Brands 10 sec. spot before some VOD, SVOD and Trailers Banner on user interface Sponsor Miniguide Various spots before, during intermission and after Football matches
  20. 20. Integrated Advertising Formats Adapt a PC site and convert it to a TV Site
  21. 21. Channel Change Improvements 1,5-2 seconds External Enhancements: MS Instant Channel Change, Cisco Rapid Channel Change… Implies high investments or strong modifications <ul><ul><li>Offer to the user what they want and they </li></ul></ul><ul><ul><li>won’t look for …r-t profiling and </li></ul></ul><ul><ul><li>r-t recommendation engines will be the keys </li></ul></ul><ul><ul><li>of Next Generation Middleware capabilities. </li></ul></ul><ul><ul><li>Why Channel Change is important? </li></ul></ul><ul><ul><li>It was important in one-way TV services, </li></ul></ul><ul><ul><li>IPTV allows us for a different approach </li></ul></ul>Channel Change Variables IR modem DSLAM STB 0,43s* x3 (*) “Perceived Quality of Channel Zapping”, Contribution 24 ITU-T Q9/SG12, February 2006.
  22. 22. Operator Tools for Better Usability Flexible Interface Management System <ul><li>System that enables the operator to change any title or section of the application without any technical knowledge in less than 30 minutes </li></ul><ul><ul><li>_ Enables stimulation of specific VOD usage </li></ul></ul><ul><ul><li>_ Enables fast promotion of new sections </li></ul></ul><ul><ul><li>_ Gives the end user the feeling that content is being constantly refreshed </li></ul></ul>= Cinema IMAGENIO LANDING PAGE Cycles VOD INITIAL PAGE Bruce Lee
  23. 23. Main Evolution Trends Real Time Audience Measurement EPG 3rd Party Development Integration <ul><li>Tools for development </li></ul><ul><li>Templates for quick developments </li></ul>USABILITY- END CUSTOMER End Customer inputs to be included in its creation Remote Control Platform Interface Personalization WEB 2.0 * Purchasing <ul><li>To rank content </li></ul><ul><li>Show most popular content </li></ul>LAYOUT- OPERATOR Adapt to Operator needs Communication New Service Information Personalization Skins Advertising Billing Purchasing <ul><li>Based on User Behavior </li></ul><ul><li>Based on User Defined Criteria </li></ul><ul><li>Friends recommendation </li></ul>RECOMENDATION ENGINE <ul><li>Based on promotion campaigns </li></ul><ul><li>Based on editor criteria </li></ul>
  24. 24. Some Evolution Trends Program Guide <ul><li>Picture in picture functionality: Example </li></ul>Main program watched Program in search
  25. 25. Some Evolution Trends Event Notification <ul><li>Customers can program their TV to notify them when an event of interest is on the air. </li></ul><ul><li>So while they are watching TV, a banner will appear on screen to remind them. </li></ul>
  26. 26. Some Evolution Trends Pictures functionality <ul><li>Users can get an enjoyable experience playing photos through the TV, and sharing them with other IPTV customers subscribed to Service. </li></ul>
  27. 27. Some Evolution Trends Multiple picture- in- picture <ul><li>TV spectators could enjoy watching multiple camera angles of a sporting event or concert. </li></ul><ul><li>This special feature could be seen as an useful element for customer value creation </li></ul>
  28. 28. Some Evolution Trends Unified Messaging
  29. 29. Some Evolution Trends Videoconference <ul><li>Integrated caller ID- It shows the name and number of an incoming telephone call </li></ul><ul><li>This convergence between television and telephone allows customers to continue watching the show and, at the same time, deciding whether they want to pick up the phone or not. </li></ul><ul><li>Unnecessary interruptions are reduced and watching TV becomes a more pleasant experience. </li></ul>
  30. 30. Conclusions <ul><li>IPTV usability is dependent on multiple factors that improve the whole TV viewing experience not only the user interface </li></ul><ul><li>User interfaces should convey personalization , good esthetics and functionality and must never lose TV viewing </li></ul><ul><li>Additional product/packages/content purchasing must be done from application and must be as simple and flexible as possible </li></ul><ul><li>Remote controls must be simple but there a tradeoff because they need to hold lots of functionality </li></ul><ul><li>EPG´s are the backbone of IPTV services- have them integrated, device ubiquitous and have them hold metadata on the content </li></ul><ul><li>An image says a 1001 words- “ use videos as much as you can ” </li></ul><ul><li>In order to avoid channel change issues, bring to the main page what the user would like to have </li></ul><ul><li>Open the platform for multiple development pipelines and enhance a creative environment for new applications from third parties . </li></ul>

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