1. prehype
Smart TV and Beyond
In2Media Conference: The Fourth Screen – When Content Goes Online
February 2013 prehype.com stacey@prehype.com
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Stacey Seltzer
A Chicago native (Cubs fan)
Background in finance, venture,
technology, media and rock & roll
trombone.
Lucky to have worked with BBH, Citigroup,
New Vantage Group, Joost, LE Electronics
and dozens of media companies, non-
profits and startups from around the world.
London-based Partner in Prehype
Questions, comments:
stacey@prehype.com
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Prehype is a product
incubator that helps
corporations build new
digital companies.
We bridge the space
between the world of
start-ups and
established companies
by facilitating a process
to jointly and rapidly
build new digital
products and services.
new york | london | copenhagen | rio
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From Smart TV to Beyond:
The Fourth Screen – When Content Goes Online
1. Innovation and TV
2. Smart TV
3. Challenges & Opportunities
4. Q&A !
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Technology Adoption and the S-Curve:
Mature Market
# Years
Technology Adoption
End of Cycle!
iPhone 5!
Millions of Users
Galaxy S3!
Dominant Player(s)
are Established
iPhone!
Tipping Point!
Blackbery!
Numerous Attempts at Innovation
PALM PRE!
WAP!
Time
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TV and the S-Curve: 3 Questions
1. Where are we on the S – Curve?
Mature Market
# Years
2. Will there be anof iphone moment?
Technology Adoption
End Cycle!
Millions of Users
3. What’s your position in the space?
Dominant Player(s)
are Established
Tipping Point!
Numerous Attempts at Innovation
Samsung! LG!
Time
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Smart TV & The S Curve
We would argue that we’re still at the baseline, and that TV
and media distribution is an industry that has seen some of
the most money and innovation applied to it – without much
of that going
mainstream yet.
No one has reframed the way that TV is done…..yet
But there are a lot of people out there trying, and with good
reason.
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Why doesn’t TV innovation break through:
Incumbency has a hold on content and
High value content is pretty efficiently and well
distributed
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Innovation and TV: Three Broad Thematic Areas
1. Distribution (web/ mobile / other)
2. Content discovery
• Recent focus social recommendation
3. Participation / extension of narrative
• (transmedia) / social (much of this around 2nd
screen
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TV Innovation in
Distribution
1. Through online video:
• Youtube’s original content |
Netflix “house of cards”
2. MSO’s extend their services to
2nd, 3rd, 4th screens
• HBO GO | Sky Go etc...
3. Through 2nd screen / mobile:
• AEREO – pushing the legal
boundaries of broadcast
4. Smart TV
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TV Innovation in Content
Discovery
1. Social Discovery:
• ZeeBox | Get Glue |
SocialGuide | Yap.tv
2. Gestural & Voice
• Peel
• Xbox Kinnect
• Smart TV
3. Through Recommendation
Engines
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TV Innovation in Other
Areas
1. Narrative and Storytelling:
• Transmedia
• Participation – Shazam, 2nd
Screen opps.
2. Research and Measurement
• Bluefin | Social Guide
3. Business Model:
• Dreamworks CEO: “Charge by
screen size”
4. Hacking things:
• http://www.youtube.com/watch?v=eYveEdhTgBs!
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From Smart TV to Beyond:
The Fourth Screen – When Content Goes Online
1. Innovation and TV
2. Smart TV
3. Challenges & Opportunities
4. Q&A !
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Opportunity: OTT | Smart TV | HbbTV
• New opportunities for broadcasters /
content owners
• New outlet for aggregators
• New customer bases for service
providers
• New ecosystem for developers
• New advertising opportunities
• New opportunities for brands
• Powerful real estate
• Driven by data / 2 way communication
with consumers
• Great experience for customers
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Challenges: OTT | Smart TV | HbbTV
• Fragmentation of the market place
• User activation & adoption
• Coming platform wars
• Attracting developers
• HbbTV & role of Broadcasters
• UX / UI design is woefully lacking
• Content Discovery is bad
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So Where does Smart TV Go?
To Answer this - we have to go back to the
more fundamental question about what it’s
trying to change / which aspect.
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From Smart TV to Beyond:
The Fourth Screen – When Content Goes Online
1. Innovation and TV
2. Smart TV
3. Challenges & Opportunities
4. Q&A !
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Opportunities for Brands & Companies:
when do you invest?
what’s your business model?
which one of these areas are likely to be the
ones that break the neck s-curve?
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Again an example from mobile
phone is barely a phone anymore -
The
as there are many types of phone
applications:
• games:
• utility: camera, messaging, evernote etc
• editorial: content sites, instagram
• business extensions: facebook on
mobile
TV becomes the same – where the screen
is relevant but not necessarily directly
related, (aka mobile phone but not talking
on it).
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Guilded age of online video
and multi-experience / multi-
channel video.
Brands should stop thinking about
campaigns and start looking at how
they can build services and content:
• TV is necessary but not sufficient
• Less about platform – and what’s the
relationship with the consumer
• how can we create processes internally
that move us in that direction.
29. prehype
From Smart TV to Beyond:
The Fourth Screen – When Content Goes Online
1. Innovation and TV
2. Smart TV
3. Challenges & Opportunities
4. Q&A !
