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Business Model
Karthik   Leong Kong Fee   Duan Jinglong   Qing JinJian
Outline

1. Introduction : What is Google TV

2. Customers / Value Proposition
    • Television
    • Applications and Games

3. Strategic Alliances & Complementary Services
    • YouTube Channels
    • Google TV Ads

4. Value Capture

5. Strategic Control / Network Effects
What is Google TV
• Platform with Android OS integrated
with Chrome browser to create web-
enabled, interactive TV overlay on top of
existing TV

• Can switch between TV (cable and
satellite) and web

• co-developed by Google, Intel, Sony
and Logitech.                                     Sony TV


• incorporated into set-top box eg.
Logitech to connect to existing TV or
built-in directly to TV eg. Sony TV

• NBC, ABC, CBS and Hulu blocked
Google TV from accessing their content      Logitech - Revue   Remote Control
Existing TV Value Chain

                                                    Basic Package



                                                Pay TV / Premium           TV Subscribers
                                                     Channels
                                                    - A la carte
Movie Studios        Cable, Satellite,
                         Telcos
                                                                        Accessed on TV
                                                      Pay Per View   (91% of US households)




                                                                        Accessed online
                                                                     (30% of US households)
TV Networks
                          Over The Top (OTT)
                             Aggregator
                          (Quality of Service not
                        Guaranteed – depends on
                         Broadband Connection)
New Google TV Value Chain/Network




 TV Contents

                                                             TV Customers
                  Google TV:
                  Contents Convergence (Web Search)
                  • Search both internet, TV programming and Android
                      TV apps installed on Google TV to find shows


Online Contents
Value Proposition
     Television
Types of Customers

Google TV Device Customers
• Customers who purchased Google TV from device
  manufacturers eg. Logitech or Sony
• Search and watch internet or TV contents
• Run applications and games on Android

Advertisers
• Advertisers for Web Search on Google TV (AdWords) – in
  future; keep interface simple for early adopters now
• Google TV Ad (New Complementary Service; AdWords
  platform)

Google TV Device Manufacturers
• consoles and TV manufacturers with built-in Google TV

Apps and Games Developers on Google TV
Value Propositions
      Google TV Device Customers

• Bundles contents from TV and web – Choose from program listing or
search for entertainment on demand

• search algorithms profile behaviour based on keywords to predict
relevant contents (Personalized Contents)

• Android Applications / Games eg. Social applications for live
discussions on the program

• Access to free contents online eg. YouTube or low cost online
subscription (eg. Netflix - $7.99 per month compared to $60 per month
for cable / satellite subscription) on the big TV Screen
Value Proposition
 Applications & Games
Google TV
        Value Proposition (Game players)
• Flash support inbuilt – Existing HTML5 and Flash games requires no change
  to run on Google TV (Network Externality)

• Touch screen consoles for games.

• Familiar platform attracts more developers
    •   More creative games


• Platform also supports API for          Games with better graphics and
                                                     Sound quality
    •   D-pad                              More interesting social games
                                          Better living room entertainment
    •   HD Graphics
    •   Sound Support
Google TV
          Value Proposition (App Users)
• More free apps in android compared
  to apple IOS.

• User friendly and need of the hour
  apps supported – NBA scores,
  news feeds

• Support for social networking apps
  like facebook and twitter

• Affordable price of the device (99$) compared to tablets and smart phones
  Typically for early adopters who just want to try new apps.

• Specialized apps -> Optimized only for google TV.
Google TV
      Value Proposition (Games & Apps
                Developers)
• The brand name Google

• Android Platform – Ease of use and
familiarity

• Google TV gaining momentum recently.

• Familiarity of the development platform and availability of the development
  kit.

• Reduced time to learn and
   master the technology.
  (Android Programming)
Strategic Alliances
Complementary Services
Strategic Alliances –
             Complementary Services
[1] YouTube Channels (Partners with Media / Production Co.)

Google TV blocked by:
  Major TV Networks: NBC, ABC, CBS
  Online Content Co. : Hulu
  -> Limits effectiveness of Google TV Search

Google partners with media / production co. -> create original programming
  on YouTube channels
   -    alternative to cable TV on internet
   -    initially 100 channels but eventually targeting millions of channels
        (compared to 100s for cable / satellite TV) on Web
   -    wide variety of interests -> Infinite contents (Long Tail in TV programming)

[2] Google TV Ad (Partners with Satellite / Cable / TV Service Co.)
Create in-roads to TV advertising
   -     Broker placement of advertisements on TV and online programs
Partnerships with Media Co. –
               YouTube Channels
• Channels will receive programming from dozens
  of media / production co. and online video
  creators

• each channel will contain hrs of programming

• Channels are free for users supported by
  advertisers

• Media / Production Co. receive as much as 55%
  of ad revenues after cost paid to producers
Partnerships with Content Aggregators –
                            Google TV Ad
Steps:
1. Logon to Google TV Ad Self Service
    Portal: Choose Network, Day/Time,
    Program for Ad to appear (local or
    national)
2. Set Maximum Budget
3. Highest bid will be shown (Auction
    Model)
4. Pay by Cost Per Thousand
    Impressions (CPM)
5. Google provide report on cable TV set
    top box impressions and audience
    tuning behaviour                       Network   Program
                                                                Day/Time
Google Ad Creation Marketplace -
   industry professionals provide script             Guidance on target audience
   writing, editing, production, and                       (demographics)
   voice-over at affordable package cost
Value Proposition – Advertisers
           Google TV Ad
• Google Analytics
  -   guidance on audience demographics
  -   stats of the impressions / tuning behaviour

• Google Ad Creation Marketplace – caters to all budgets

• Advertisers set maximum budget
  -    transparent bidding mechanism

• Only pay when advertisements are watched

• For online + TV programs
Value Proposition – Content Aggregators
            Google TV Ad

• Partnerships with Dish Network,
  DirectTV, Verizon FiOS TV, EchoStar
  and Astound Cable for Google TV
  Ads

• Auction model ensures they get
  the most advertising dollars for
  their programs

• monetize more programming
  (transparent bidding mechanism ->
  more bids for all programs
  advertising space)
Value Capture
Industry Architectures
                        - Value Chain

     Content         Content      Content         User
                                                              End User
     Creation       Packaging    Distribution   Interface


Traditional

  Hollywood         Broadcast   Broadcast TV     TV          Viewers/
   Studios          Networks      Stations                  Consumers

 Independent         Cable         Cable
  Producers         Networks       MSO’s

Changes/Additions
    User            Google TV   Google TV        TV          Viewers/
  Generated                                                 Consumers
   Content                      The Internet     PC
Industry Architectures
                     - Value Network
Internet Value Network
   Multisided                                                          Advertisers
    Market        Search Users                                  (e.g., Online Store)

                                 Search Advertising - AdWords




                                                         5
                         3
                                                                   1
Industry Architectures
                        - Value Network
Internet Value Network
                                AdWords/AdSense
Multisided   Website visitors                     Online Stores
 Market
                                     Content
                                    Providers
Industry Architectures
                          - Value Network
                                                                                     Movie/ Video
Today’s Model                                                                          Makers
                         Cable operators                Content Providers
                      (Comcast, Time Warner)             (HBO, ESPN)

Subscribers                                                                           Advertisers
(End-user)
                             Satellite                  TV Broadcasters
                                                          (NBC, CBS)

                                                                                         Both TV
Internet TV’s Model
                                                                                        and Web
                                         Movie/ Video                                     sites.
                                           Makers                                       (Except:
                                                              Content Providers           NBC,
                         Internet                              (HBO, ESPN)                CBS,
                         Service                                                          ABC
                        Providers                              TV Broadcasters          Web Sites)
                                          Internet TV           (CNBC, CBS)
Subscribers           TV or Set‐top      (Google TV)                                   Advertisers
(End-user)            Manufacturers
                                                            Video Service Provider
                                                               (Netflix, Youtube)

                      Cable operators
                      (Comcast, Time                          Application/Game
                         Warner)                                 Providers
Money Flow within the Architecture


                                                                          A
                                                     TV Broadcasters
                      Internet                         (NBC, CBS)
                                                                          D
                      Service                                             V
                     Providers                                            E
                       (AT&T,                       Premium Content
                     Comcast)                                             R
                                   Google TV/          Providers
                                   Google TV         (HBO, ESPN)          T
Subscribers        TV or Set‐top      Ad                                  I
(End-user)                                         Online Video Service
                   Manufacturers                                          S
                                                    (Netflix, Youtube)
                                                                          E
                                                                          R
                                                    Application/ Game     S
         Cable / Satellite                             Developers
            operators
         (Comcast, Time
             Warner)                Movie/ Video
                                     Producers
Value Capture


                                    TV Broadcasters     Video          Application/          TV/
 Google TV/         Movie/ Video
                                       & Content       Service
Google TV Ad                                                              Game             Set-top
                     Producers         providers      Providers         providers        Manufactures



                        Sale of                                                             Sale of
   Advertising         Products         Advertising     Advertising       Advertising
                                                                                           products



    Advertising
   Revenue from       Advertising                                           Sale of
                                       Subscription     Subscription      applications
   Google TV Ad


  Commission from
     the sale of
    applications
Strategic Control
Multi-sided Platform

                   TV/Set-top box
                   (Sony, Logitec)



                    Google TV
                                         Content
Advertisers        (Android OS)         providers


  Peripherals                           Apps/games S/W
                      End-users
(remote control)                     (apps/games developers)


• Control key interface standards
• Create network effects
• Develop complementary assets
Control Interface Standards

                TV/Set-top box
                                                  • TV/Set-top box manufacturers
                (Sony, Logitec)                      – Android Open ADK (Accessory
                                                       Development Kit)
                        ADK
                                                  • Apps/Games developers
                   Google TV
                                                     – Android Open API (Application
                (Android OS)                           Programming Interface)
  Android Ecosystem     API, Chrome Web Store,
                            Android Market
                                                     – Chrome Web Store & Android
  Peripherals                   Apps/games S/W         Market
                                 (apps /games
(remote control)                  developers)     • Peripherals
                                                     – Remote control by Android
                          Upgrades, Chrome Web         Phones & Tablets
                          Store, Android Market
                                                  • Users
                    End-users
                                                     – OS upgrades, Chrome Web
                                                       Store & Android Market
Create Network Effects

                                                        • Partnership with
                       Cable Co.
                                                           –   Cable Co.
                                                           –   Satellite Providers
    End-users
                                       Satellite           –   TV networks
                                       providers
                                                           –   OTT aggregators


                                                        • Draw on pool of
App/game                                        TV         – Advertisers (Adword
developers                                   networks        platform)
                                                           – App/game developers

                                  OTT                   • Device manufacturer
             Advertisers
                               aggregators
                                                           – Free license for Google TV
Develop Complementary Assets

• Complements produced by complementors
  – Contents, Ads, Apps/games

• Complements developed within Google
  – data centers – servers and network
  – Google TV Ad for both online and TV contents (pending
    patent application): analytics for tracking and reporting
    impressions of ads
  – YouTube Channels: millions channels available online
  – Brand name & reputation
Summary
Google TV
    • searches contents online and on TV
    • Android market and Chrome Web Store – Apps and Games

Complementary Services through Strategic Alliances
• Google TV Ads brokers placements of ads on online and TV programs
• YouTube Channels generate millions of channels online

Value Capture
• Advertising – Google TV Search (Adwords platform) – in future
• Advertising – Google TV Ad (Adwords platform)
• Advertising – YouTube Channels
• Revenue from Apps and Games

Strategic Control / Network Effects
• Interface Standards
• Network Effects – users, apps / games developers, advertisers, partners,
    device manufacturers
• Complementary Assets
What Google could do
Value Proposition to TV consumers:
• User Interface – Explore more user friendly ways of searching apart
   from keyboard eg. Android voice search

Strategic Alliances:
• More partnerships eg. with movies studios to make contents available
   on the web to coincide with DVD release

Value Capture:
• Enough advertising dollars to fund millions of YouTube Channels?
   -> monetize contents of minority interest directly ie. paid service

Network Effects:
• Merge Android and Chrome Web Store into one single platform
   -> more network effects from apps and games developers and
   advertisers
The End
 Q&A

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Biz model for google tv

  • 1. Business Model Karthik Leong Kong Fee Duan Jinglong Qing JinJian
  • 2. Outline 1. Introduction : What is Google TV 2. Customers / Value Proposition • Television • Applications and Games 3. Strategic Alliances & Complementary Services • YouTube Channels • Google TV Ads 4. Value Capture 5. Strategic Control / Network Effects
  • 3. What is Google TV • Platform with Android OS integrated with Chrome browser to create web- enabled, interactive TV overlay on top of existing TV • Can switch between TV (cable and satellite) and web • co-developed by Google, Intel, Sony and Logitech. Sony TV • incorporated into set-top box eg. Logitech to connect to existing TV or built-in directly to TV eg. Sony TV • NBC, ABC, CBS and Hulu blocked Google TV from accessing their content Logitech - Revue Remote Control
  • 4. Existing TV Value Chain Basic Package Pay TV / Premium TV Subscribers Channels - A la carte Movie Studios Cable, Satellite, Telcos Accessed on TV Pay Per View (91% of US households) Accessed online (30% of US households) TV Networks Over The Top (OTT) Aggregator (Quality of Service not Guaranteed – depends on Broadband Connection)
  • 5. New Google TV Value Chain/Network TV Contents TV Customers Google TV: Contents Convergence (Web Search) • Search both internet, TV programming and Android TV apps installed on Google TV to find shows Online Contents
  • 6. Value Proposition Television
  • 7. Types of Customers Google TV Device Customers • Customers who purchased Google TV from device manufacturers eg. Logitech or Sony • Search and watch internet or TV contents • Run applications and games on Android Advertisers • Advertisers for Web Search on Google TV (AdWords) – in future; keep interface simple for early adopters now • Google TV Ad (New Complementary Service; AdWords platform) Google TV Device Manufacturers • consoles and TV manufacturers with built-in Google TV Apps and Games Developers on Google TV
  • 8. Value Propositions Google TV Device Customers • Bundles contents from TV and web – Choose from program listing or search for entertainment on demand • search algorithms profile behaviour based on keywords to predict relevant contents (Personalized Contents) • Android Applications / Games eg. Social applications for live discussions on the program • Access to free contents online eg. YouTube or low cost online subscription (eg. Netflix - $7.99 per month compared to $60 per month for cable / satellite subscription) on the big TV Screen
  • 10. Google TV Value Proposition (Game players) • Flash support inbuilt – Existing HTML5 and Flash games requires no change to run on Google TV (Network Externality) • Touch screen consoles for games. • Familiar platform attracts more developers • More creative games • Platform also supports API for Games with better graphics and Sound quality • D-pad More interesting social games Better living room entertainment • HD Graphics • Sound Support
  • 11. Google TV Value Proposition (App Users) • More free apps in android compared to apple IOS. • User friendly and need of the hour apps supported – NBA scores, news feeds • Support for social networking apps like facebook and twitter • Affordable price of the device (99$) compared to tablets and smart phones Typically for early adopters who just want to try new apps. • Specialized apps -> Optimized only for google TV.
  • 12. Google TV Value Proposition (Games & Apps Developers) • The brand name Google • Android Platform – Ease of use and familiarity • Google TV gaining momentum recently. • Familiarity of the development platform and availability of the development kit. • Reduced time to learn and master the technology. (Android Programming)
  • 14. Strategic Alliances – Complementary Services [1] YouTube Channels (Partners with Media / Production Co.) Google TV blocked by: Major TV Networks: NBC, ABC, CBS Online Content Co. : Hulu -> Limits effectiveness of Google TV Search Google partners with media / production co. -> create original programming on YouTube channels - alternative to cable TV on internet - initially 100 channels but eventually targeting millions of channels (compared to 100s for cable / satellite TV) on Web - wide variety of interests -> Infinite contents (Long Tail in TV programming) [2] Google TV Ad (Partners with Satellite / Cable / TV Service Co.) Create in-roads to TV advertising - Broker placement of advertisements on TV and online programs
  • 15. Partnerships with Media Co. – YouTube Channels • Channels will receive programming from dozens of media / production co. and online video creators • each channel will contain hrs of programming • Channels are free for users supported by advertisers • Media / Production Co. receive as much as 55% of ad revenues after cost paid to producers
  • 16. Partnerships with Content Aggregators – Google TV Ad Steps: 1. Logon to Google TV Ad Self Service Portal: Choose Network, Day/Time, Program for Ad to appear (local or national) 2. Set Maximum Budget 3. Highest bid will be shown (Auction Model) 4. Pay by Cost Per Thousand Impressions (CPM) 5. Google provide report on cable TV set top box impressions and audience tuning behaviour Network Program Day/Time Google Ad Creation Marketplace - industry professionals provide script Guidance on target audience writing, editing, production, and (demographics) voice-over at affordable package cost
  • 17. Value Proposition – Advertisers Google TV Ad • Google Analytics - guidance on audience demographics - stats of the impressions / tuning behaviour • Google Ad Creation Marketplace – caters to all budgets • Advertisers set maximum budget - transparent bidding mechanism • Only pay when advertisements are watched • For online + TV programs
  • 18. Value Proposition – Content Aggregators Google TV Ad • Partnerships with Dish Network, DirectTV, Verizon FiOS TV, EchoStar and Astound Cable for Google TV Ads • Auction model ensures they get the most advertising dollars for their programs • monetize more programming (transparent bidding mechanism -> more bids for all programs advertising space)
  • 20. Industry Architectures - Value Chain Content Content Content User End User Creation Packaging Distribution Interface Traditional Hollywood Broadcast Broadcast TV TV Viewers/ Studios Networks Stations Consumers Independent Cable Cable Producers Networks MSO’s Changes/Additions User Google TV Google TV TV Viewers/ Generated Consumers Content The Internet PC
  • 21. Industry Architectures - Value Network Internet Value Network Multisided Advertisers Market Search Users (e.g., Online Store) Search Advertising - AdWords 5 3 1
  • 22. Industry Architectures - Value Network Internet Value Network AdWords/AdSense Multisided Website visitors Online Stores Market Content Providers
  • 23. Industry Architectures - Value Network Movie/ Video Today’s Model Makers Cable operators Content Providers (Comcast, Time Warner) (HBO, ESPN) Subscribers Advertisers (End-user) Satellite TV Broadcasters (NBC, CBS) Both TV Internet TV’s Model and Web Movie/ Video sites. Makers (Except: Content Providers NBC, Internet (HBO, ESPN) CBS, Service ABC Providers TV Broadcasters Web Sites) Internet TV (CNBC, CBS) Subscribers TV or Set‐top (Google TV) Advertisers (End-user) Manufacturers Video Service Provider (Netflix, Youtube) Cable operators (Comcast, Time Application/Game Warner) Providers
  • 24. Money Flow within the Architecture A TV Broadcasters Internet (NBC, CBS) D Service V Providers E (AT&T, Premium Content Comcast) R Google TV/ Providers Google TV (HBO, ESPN) T Subscribers TV or Set‐top Ad I (End-user) Online Video Service Manufacturers S (Netflix, Youtube) E R Application/ Game S Cable / Satellite Developers operators (Comcast, Time Warner) Movie/ Video Producers
  • 25. Value Capture TV Broadcasters Video Application/ TV/ Google TV/ Movie/ Video & Content Service Google TV Ad Game Set-top Producers providers Providers providers Manufactures Sale of Sale of Advertising Products Advertising Advertising Advertising products Advertising Revenue from Advertising Sale of Subscription Subscription applications Google TV Ad Commission from the sale of applications
  • 27. Multi-sided Platform TV/Set-top box (Sony, Logitec) Google TV Content Advertisers (Android OS) providers Peripherals Apps/games S/W End-users (remote control) (apps/games developers) • Control key interface standards • Create network effects • Develop complementary assets
  • 28. Control Interface Standards TV/Set-top box • TV/Set-top box manufacturers (Sony, Logitec) – Android Open ADK (Accessory Development Kit) ADK • Apps/Games developers Google TV – Android Open API (Application (Android OS) Programming Interface) Android Ecosystem API, Chrome Web Store, Android Market – Chrome Web Store & Android Peripherals Apps/games S/W Market (apps /games (remote control) developers) • Peripherals – Remote control by Android Upgrades, Chrome Web Phones & Tablets Store, Android Market • Users End-users – OS upgrades, Chrome Web Store & Android Market
  • 29. Create Network Effects • Partnership with Cable Co. – Cable Co. – Satellite Providers End-users Satellite – TV networks providers – OTT aggregators • Draw on pool of App/game TV – Advertisers (Adword developers networks platform) – App/game developers OTT • Device manufacturer Advertisers aggregators – Free license for Google TV
  • 30. Develop Complementary Assets • Complements produced by complementors – Contents, Ads, Apps/games • Complements developed within Google – data centers – servers and network – Google TV Ad for both online and TV contents (pending patent application): analytics for tracking and reporting impressions of ads – YouTube Channels: millions channels available online – Brand name & reputation
  • 31. Summary Google TV • searches contents online and on TV • Android market and Chrome Web Store – Apps and Games Complementary Services through Strategic Alliances • Google TV Ads brokers placements of ads on online and TV programs • YouTube Channels generate millions of channels online Value Capture • Advertising – Google TV Search (Adwords platform) – in future • Advertising – Google TV Ad (Adwords platform) • Advertising – YouTube Channels • Revenue from Apps and Games Strategic Control / Network Effects • Interface Standards • Network Effects – users, apps / games developers, advertisers, partners, device manufacturers • Complementary Assets
  • 32. What Google could do Value Proposition to TV consumers: • User Interface – Explore more user friendly ways of searching apart from keyboard eg. Android voice search Strategic Alliances: • More partnerships eg. with movies studios to make contents available on the web to coincide with DVD release Value Capture: • Enough advertising dollars to fund millions of YouTube Channels? -> monetize contents of minority interest directly ie. paid service Network Effects: • Merge Android and Chrome Web Store into one single platform -> more network effects from apps and games developers and advertisers