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OTT TV services on CE devices: feedback from the field

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November 2013

Presentation shared during the IPTV Seminar (cf. http://iptvseminar.com/2013-2/)

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OTT TV services on CE devices: feedback from the field

  1. 1. OTT TV services on CE devices: feedback from the field Erwan Nédellec – Orange, November 2013
  2. 2. 2 What is Orange?
  3. 3. 3 Locally, it’s the national color, but… Source: http://www.youthleadersacademy.nl Source: http://wanna-form-a-congo-line.blogspot.fr Source: http://gretschpages.com Source: http://www.rnw.nl
  4. 4. 4 It’s also a major worldwide telco  231 million customers worldwide  €43.5 billion revenue, and €3.4 billion net profit (2012)  168 000 employees – 103,000 in France  7 000 sales points  450 000 km of submarine cables – enough to circumnavigate the earth 10 times!  IPTV launched in France 10 years ago – 5.5 million IPTV / satellite customers in Orange countries
  5. 5. 5 Which services have we launched on CE devices?
  6. 6. 6 Orange services have been launched on connected CE devices for several years  Infotainment services are available on – LG (March 2010 in France, August 2011 in Poland) – Samsung (November 2011)  Our live TV channels are available on – XBOX 360 (April 2012) – Samsung Smart TV (February 2013) – LG Smart TV (July 2013)  Our VOD service is available on – XBOX 360 (April 2013), – Samsung Smart TV (July 2013)  And more devices to come…  The strategy is to target second screens at this stage – The STB is still the preferred device in the living room Smart TV Orange portal in 2010 Orange VOD on XBOX 360
  7. 7. 7 Our experience is positive in many ways  Innovative devices  Good relationship with the partners  Constructive exchanges  Co-marketing opportunities  But we have also identified several topics that we must improve together WebTV linear channels on SmartTV WebTV linear channels on XBOX 360
  8. 8. 8 What have we learnt?
  9. 9. 9 We come from the same planetary system, but not from the same planet Their goal is to keep their STB in the field as long as they can Their goal is to sell as many TV sets as they can Telcos CE manufacturers
  10. 10. 10 A typical year for a TV set manufacturer Nov. Dec. Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Engineers are developing next year’s platform Qualification of the new platform New year model on the market Engineers are switching to next year’s platform
  11. 11. 11 A typical year for a TV set manufacturer, and the impacts for their partners… Nov. Dec. Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Engineers are developing next year platform Qualification of the new platform New year model on the market Engineers are switching on the next year platform Visibility given on next year’s model. Good support, but very hard to get samples Not always possible to certify a service as QA team is qualifying new year’s models Good support, products are available. But it is no longer possible to set up co- marketing activities on previous year model Less support on previous year’s model (which means models sold until May)
  12. 12. 12 Our biggest fear is regression  We have faced regression with all our partners  Examples (not the complete list): – Regression with persistent PlayReady license – Regression due to heuristic changes in Smooth Streaming player – Regression in rendering Live streams in Smooth Streaming – Regression in dealing with the same origin policy for XHR requests – Etc…  Regressions are unfortunately unavoidable, but: – It is more complex to identify regressions for a CE manufacturer with 100+ partners, due to the distance from Korea or US, than for a telco with its end-to-end controlled solution in its premises – So, regressions are identified too late (after a firmware upgrade in some cases), and the probability of facing regressions is higher on CE devices than on a STB
  13. 13. 13 And when a regression occurs, the following questions come up straight away 1 2 3 Are we the only partner impacted ? Is the firmware already rolled-out ? Was it the latest firmware for that device ? Yes Yes Yes + + Very bad news
  14. 14. 14 Firmware management is the second hot topic  As we do not control the device, we have no control on – the features included in the firmware – when the firmware will be rolled out – which kind of firmware will be rolled out (mandatory or optional update)  Firmwares do not always behave the same way (differences between mid-range and high-end models within the same line-up)  We lack visibility on the scope of the firmware – In almost all cases, there is no release note available for partners
  15. 15. 15 Nobody controls the retailers (especially whose are doing e-commerce) Source: http://www.amazon.fr/ Let’s assume For (at least) Romanian market For (at least) French market For (at least) Belgium market When a device is not for your domestic market, 1 – your customers may not be able to select your local language, and your country. As a consequence, your service may be not available 2 – the characteristics of the device may differ a lot (ex: BD-E6100/ZF supports Smooth Streaming, but BD-E6100/EN does not)
  16. 16. 16 And last, but not least, the support is more complex  Today, we have representative configurations of households in our premises (STB + gateway) – This is a really useful means of reproducing customers issues  When we rely on CE devices, this is not possible – Between 2 and 4 different platforms by manufacturer each year – In some cases, there are several different firmware releases in the field for a same device  It is very hard for hotlines and technicians to help our customers
  17. 17. 17 What are the next key challenges?
  18. 18. 18 Our ecosystem is not a long quiet river  Yes, STB represents an important part of the CAPEX for a telco, but relying on CE devices induce important cost side effects as well  Beyond the technical fragmentation (on both sides: telcos & CE manufacturers), and the certification process (a painful experience with some CE partners), all the operational aspects must not be underestimated  My 2 cents comment for my telco colleagues – It is crucial to use the technologies used by the whole ecosystem, and avoid specific development (lack of support, risks of regression, risks of having the technology not embed in new platform)  My 2 cents comment for my CE partners – There is a mismatch today between the development lifecycle of services, and the development lifecycle of SmartTV (cf. slide #11). The situation is better in the smart phone world (OS driven), and in the game console world
  19. 19. Thank you

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