2.1 Merlin Naicker

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The rise and RISE of broadband: The story of the i-player

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2.1 Merlin Naicker

  1. 1. The rise and RISE of broadband The i-player story Merlin Naicker Protection notice / Copyright notice Head: Media & Telecommunications
  2. 2. Introduction Consumers have an increased choice of entertainment options - No more mass audiences Broadcasters seem to be at the losing end – loss of audience share With this increased choice - loyalty to content not the channel Audience fragmentation - 16-34 age group Advertising revenue being eroded - competition and spend moving Copyright © Siemens SA 2009. All rights reserved. Page 2 May 2009 Siemens IT Solutions and Services / Media
  3. 3. What is Siemens’ Broadband Media Platform? The BBC i-player “Resolve the BBC’s problem of repeats in a terrestrial environment (non multi-channel)” Web based content driven service Streaming and download [install] option 7 day ‘catch up TV’ offering Allows download and store for up to 30 days – (DRM) Access to content from all of its properties TV Radio Provide performance and usage info for capacity planning / reporting Capture of statistical data From peer-to-peer delivery servers DRM license delivery servers Overall system performance Key metrics Copyright © Siemens SA 2009. All rights reserved. Page 3 May 2009 Siemens IT Solutions and Services / Media
  4. 4. BBC i-player walk Copyright © Siemens SA 2009. All rights reserved. Page 4 May 2009 Siemens IT Solutions and Services / Media
  5. 5. BMP usage - trend Copyright © Siemens SA 2009. All rights reserved. Page 5 May 2009 Siemens IT Solutions and Services / Media
  6. 6. i-player numbers – actual DAILY ON-DEMAND STREAMING 1,290,324 1,254,140 1,319,124 1400000 1200000 1000000 800000 Numbers 600000 598,756 400000 595,308 608,712 200000 programs 0 2009/04/27 viewers 2009/04/28 2009/04/29 Date viewers programs Copyright © Siemens SA 2009. All rights reserved. Page 6 May 2009 Siemens IT Solutions and Services / Media
  7. 7. i-player numbers - actual DAILY TV DOWNLOADS 1,552,504 1,491,604 1,544,360 1600000 1400000 1200000 1000000 Numbers 800000 600000 713,324 696,512 705,288 400000 200000 programs 0 2009/04/27 viewers 2009/04/28 2009/04/29 Date viewers programs Copyright © Siemens SA 2009. All rights reserved. Page 7 May 2009 Siemens IT Solutions and Services / Media
  8. 8. Portability Copyright © Siemens SA 2009. All rights reserved. Page 8 May 2009 Siemens IT Solutions and Services / Media
  9. 9. Copyright © Siemens SA 2009. All rights reserved. Page 9 May 2009 Siemens IT Solutions and Services / Media
  10. 10. Copyright © Siemens SA 2009. All rights reserved. Page 10 May 2009 Siemens IT Solutions and Services / Media
  11. 11. Copyright © Siemens SA 2009. All rights reserved. Page 11 May 2009 Siemens IT Solutions and Services / Media
  12. 12. So why develop online capabilities? GLOBAL TRENDS: Online is fast becoming the new prime-time Online advertising shows the fastest growth (51% SA 07/08) Google covers over 75% of the globe (643m unique visitors) User Generated Content (UGC) equates to almost 95% of internet traffic – 5% advertising YouTube! already achieving 16.6 minutes per session – 24 minute broadcast format The i-phone is the no.1 smart-phone amongst teens in the US Source: ad Dynamix, worldwideworx Copyright © Siemens SA 2009. All rights reserved. Page 12 May 2009 Siemens IT Solutions and Services / Media
  13. 13. So why develop online capabilities? ORGANISATIONAL BENEFITS: Brand extension / enhancement Individual customisation / interaction Improved interaction / feedback Increased loyalty Reliable research capability *Ranking based on the top 250 properties in March 2009. Copyright © Siemens SA 2009. All rights reserved. Page 13 May 2009 Siemens IT Solutions and Services / Media
  14. 14. Siemens BMP supports… Content upload service [FTP and web service external interfaces] Content management service Content packaging: associate idents, trailers and subtitles with programmes and advertising DRM service - transform, process and protect content Revocation service – even after the user has downloaded it Distribute required DRM licenses Receive content and metadata from content providers Supporting services Tracking Licensing Workflow Geo-blocking Statistics collection Copyright © Siemens SA 2009. All rights reserved. Page 14 May 2009 Siemens IT Solutions and Services / Media
  15. 15. Three primary business models Pay per view Fixed once off pricing - $1.99 per episode Football Clubs [UK and France] – 24 hours after match Complementary services – eg. Highlights after the TV event Fixed fee for fixed period [year, month, season] Europe, USA [multiple broadcasts available online] Ice Hockey season, Tour de France single package, NASCAR – annual ‘Track Pass’ - $9.99 per month 3rd Party Distribution Content owners - selling to third party online services Copyright © Siemens SA 2009. All rights reserved. Page 15 May 2009 Siemens IT Solutions and Services / Media
  16. 16. Considerations for SA market Availability and quality of “broadband” – Seacom Push your brand and your content out there Build more content around your core content, or get your audiences to do it for you BMP gives you this functionality at your fingertips! Copyright © Siemens SA 2009. All rights reserved. Page 16 May 2009 Siemens IT Solutions and Services / Media
  17. 17. i-player video Copyright © Siemens SA 2009. All rights reserved. Page 17 May 2009 Siemens IT Solutions and Services / Media
  18. 18. Thank you for your attention! Copyright © Siemens SA 2009. All rights reserved. Page 18 May 2009 Siemens IT Solutions and Services / Media

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