The ITV market segment research was carried out with the purpose to empirically research the service requirements of market segments in the ITV industry. The survey was sent to individuals and companies within the Telco, Cable, and ISP industry sectors. Beenius defines three market segments in the Telco service operators market – Leaders, Challengers, and Followers. See the INFOGRAPHIC for the complete list of the Top 10 service requirements and the Top 5 service requirements by market segment.

1. Interactive TV Service
ITV
Market
Segments
Analysis
Requirements
TOP
10
END USERS
PROVIDERS
very important
STABILITY &
important
SCALABILITY
Followers
Challengers Low maintenance costs
Amount of supported STBs
Close personal contact with the vendor
Web TV/OTT References
Hospitality Ability to develop new clients via Open API
TV
TV Multiscreen support
ET
Leaders
SE
RV I RK
MA
Amount of supported Smart phones
CE OPERATORS Off-the-shelf product
TOP 5 Ability to develop new features via SDK
by market segment
Leaders Challengers Followers Hospitality TV Web TV/OTT
1. Amount of supported STB devices 1. Stability and scalability 1. Stability and scalability 1. Stability and scalability 1. Stability and scalability
2. References of the system of the system of the system of the system
3. Ability to develop new clients 2. Social applications on TV 2. Low maintenance costs 2. Low maintenance costs 2. Amount of supported STB devices
via Open API (Twitter, Facebook, Youtube,…) 3. Close personal contact with 3. References 3. Support for CDN networks
4. Ability to develop new features 3. Ability to develop new clients the vendor 4. Ability to develop new clients 4. Close personal contact with
via SDK via Open API 4. Multiscreen support via Open API the vendor
5. Stability and scalability 4. Ability to develop new features 5. References 5. Procuring middleware as a part 5. Low maintenance costs
of the system via SDK of end-to-end TV system from
5. Enhance ARPU with TV apps a single vendor
from own AppStore
This market research was provided by Beenius, The Beenius Smart Survey on the Service Requirements of Market Segments in the Interactive TV Industry
interactive TV middleware provider. was sent to 2,650 contacts in June 2012, and had a 2.2% response rate.