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  1. 1. 18 April 2007 NAB2007 - IPTV World Forum
  2. 2. Monetising IPTV 18 April 2007 NAB2007 - IPTV World Forum © 2007 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice Brian Levy Vice President and CTO Communications. Media. Entertainment.
  3. 3. IPTV what is it ? <ul><li>IP TV is not about the TV </li></ul><ul><li>IP TV is not about the internet protocol </li></ul><ul><li>It is about expanding the world of digital entertainment </li></ul><ul><li>To be meaningfull it must add something new, but what is the WOW factor ? </li></ul>18 April 2007 NAB2007 - IPTV World Forum
  4. 4. IP TV can enable mass customisation <ul><li>Mass Customisation is the customisation and personalisation of products and services for individual customers at a mass production price </li></ul><ul><li>In the past telecommunications, broadcasting, and advertising were mass produced services…. </li></ul>
  5. 5. IP TV needs to fit Into the evolving world <ul><li>The World of digital content, is just beginning…. </li></ul><ul><li>Millions of consumers now download digital music and video is on the way </li></ul><ul><li>Studios are rethinking their models re. distribution across, Cinema, DVD, Cable, Internet </li></ul><ul><li>Regionality is becoming obsolete </li></ul><ul><li>Traditional TV companies are going on line </li></ul><ul><li>Broadcasting and the internet are converging </li></ul>
  6. 6. <ul><li>iMP is an application in development offering UK viewers the chance to catch up on TV and radio programmes they may have missed for up to seven days after they have been broadcast, using the internet to legally download programmes to their home computers. iMP uses peer to peer distribution technology (P2P) to legally distribute these programmes. </li></ul><ul><li>Seven days after the programme transmission date the programme file expires (using Digital Rights Management - DRM - software) and users will no longer be able to watch it. DRM also prevents users emailing the files to other computer users or sharing it via disc. </li></ul><ul><li>The initial trial service is now closed, however, discussions are continuing regarding a full launch </li></ul>
  7. 7. ABC launched its streaming video service, offering a two-month trial that lets you stream full episodes of Desperate Housewives, Lost, Alias , or Commander-In-Chief for free. It gives you a &quot;full screen&quot; option that shows you a standard-definition stream in a 700x390 window, you can't pop it full screen, and you can't avoid the commercials; But there are limited commercial breaks, and there's a neat trick that lets you skip one of the commercials for the next, only sentencing you to a 30-second commercial break between segments where you can switch between the commercials of your choice.
  8. 8. “ Television” over the Internet <ul><li>Niklas Zennstrom and Janus Friis have been talking about the idea behind Joost™ for a long time - even before their last venture, Skype. </li></ul><ul><li>Joost™ is a new way to watch TV, free of the schedules and restrictions that come with traditional television. Combining the best of TV with the best of the internet, Joost™ gives you more control and freedom than ever before - control over what you watch, and freedom to watch it whenever you like. </li></ul>
  9. 9. The first IP TV services are coming to market <ul><li>Swisscom's Bluewin TV service offers over 100 TV channels and more than 70 radio channels, over 500 top films (on demand), live sports coverage and up to 30 Teleclub channels. </li></ul><ul><li>At the touch of a button users can search for and record programs, select for later viewing or pause programs during transmission. Customers are free to decide what to watch and when. </li></ul><ul><li>All you need is a phone line with broadband Internet access. Swisscom's launch of Bluewin TV is in line with the company's &quot;Triple Screen&quot; vision (television viewing on a TV set, computer and mobile phone). Bluewin TV is delivered over a VDSL or ADSL network. </li></ul>18 April 2007 NAB2007 - IPTV World Forum
  10. 10. is it about devices or you ? <ul><li>How many accounts do we need to reach Leo today ? </li></ul><ul><li>How many systems do we have behind the services Leo uses in one day ? </li></ul><ul><li>Do we converge to Leo or to his device(s) ? </li></ul><ul><li>What do our operational systems really know about Leo ? </li></ul><ul><li>Do we know Leo lives with Lea ? </li></ul>18 April 2007 NAB2007 - IPTV World Forum work home lifestyle LEO 8:00am LEO 10:00am LEO 12:00pm LEO 4:00pm LEO 8:00pm
  11. 11. a network converging to Leo, Lea and … 18 April 2007 NAB2007 - IPTV World Forum Devices Music Video Work Voice Home Voice Games Home Email Work Email Home IM Home SMS Home Voice Mail Individual Work Voice Mail Work IM Devices My Communication My Entertainment My Persona My Communities Complex & Separate Simple & Integrated Discrete Connected
  12. 12. monetizing IPTV <ul><li>It is more than the TV </li></ul><ul><li>It is more than just at home </li></ul><ul><li>‘ ON the network’ and ‘IN the network’ coexist </li></ul><ul><li>It is download and online as well </li></ul><ul><li>There are new associated value chains </li></ul><ul><ul><li>Click to action </li></ul></ul><ul><ul><li>Interactivity </li></ul></ul><ul><ul><li>Personal TV </li></ul></ul><ul><ul><li>Personalized TV </li></ul></ul><ul><li>Enable communities to increase loyalty </li></ul>18 April 2007 NAB2007 - IPTV World Forum
  13. 13. advertising <ul><li>advertising today is evolving from the mass production past to the mass customisation future </li></ul><ul><li>It will become personalised </li></ul><ul><li>It will move from static to interactive </li></ul><ul><li>It will become cross device & network </li></ul><ul><li>IP TV offers a great platform for this evolution </li></ul>18 April 2007 NAB2007 - IPTV World Forum
  14. 14. blending services and other connected devices <ul><li>It is no longer about STB, mobile phone or PC </li></ul><ul><li>It is about many network connected devices </li></ul><ul><ul><li>The connected Television </li></ul></ul><ul><ul><li>The connected Media Player </li></ul></ul><ul><ul><li>The connected Camera </li></ul></ul><ul><ul><li>The connected Games Payer </li></ul></ul><ul><ul><li>The connected Computer </li></ul></ul><ul><li>and it is about services crossover that blend the quality of experience </li></ul>18 April 2007 NAB2007 - IPTV World Forum
  15. 15. So.. <ul><li>I think we may be thinking too narrow about “IP Television” </li></ul><ul><li>It’s more than the just TV </li></ul><ul><li>It’s more than just at home </li></ul><ul><li>It’s download and on line as well </li></ul><ul><li>It’s part of a wider picture of evolution </li></ul><ul><li>There new associated value chains </li></ul><ul><ul><li>Click to action </li></ul></ul><ul><ul><li>Interactivity </li></ul></ul><ul><ul><li>Personal TV </li></ul></ul><ul><ul><li>Personalised TV </li></ul></ul><ul><li>The new world is from the homogenized TV for the masses of today to digital entertainment and communications for the individual. Available wherever I am, now… </li></ul>
  16. 16. Our promise 18 April 2007 NAB2007 - IPTV World Forum To enable the new world of mass customised digital entertainment across many networks and devices to deliver a complete, meaningful, and simple quality of experience to the customer
  17. 17. an integrated approach to managing IPTV 18 April 2007 NAB2007 - IPTV World Forum access Connectivity Service Value Added Service core work home lifestyle sport coverage hosted application internet location nPVR IPTV media sharing voip mail value added service platforms gaming alerts LEO 8:00am LEO 10:00am LEO 12:00pm LEO 4:00pm LEO 8:00pm challenges <ul><li>Time to bring new services to market </li></ul><ul><li>Service complexity </li></ul><ul><li>End User Experience </li></ul>challenges <ul><li>Visibility across all domains </li></ul><ul><li>Cross domain correlation </li></ul><ul><li>Quality of Service </li></ul><ul><li>Quality of Experience </li></ul>
  18. 18. monetizing via true IPTV lifecycle management 18 April 2007 NAB2007 - IPTV World Forum resource trouble & performance management service configuration & activation resource maintenance & optimization resource provisioning resource strategy & planning resource data management sales & ordering service change or termination service quality & problem management billing & collections service offer monitoring service strategy & planning service evolution or retirement BUSINESS PLAN OPERATE resource development & delivery service development & delivery service instance lifecycle service offer lifecycle resource lifecycle DELIVER
  19. 19. It’s all about the quality of the experience delivered <ul><li>The quality of the total experience is the new measure </li></ul><ul><li>Monetising IP TV cannot be done in the context of today’s television </li></ul><ul><li>In the new world the customer will be at the centre and not the device </li></ul><ul><li>New technology will be required to span services across many devices and networks </li></ul><ul><li>HP is working with leading companies across the whole content value chain to develop these and help build the business relationships required for the future </li></ul>
  20. 20. 18 April 2007 NAB2007 - IPTV World Forum © 2007 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice Thank You