Smart TV.
On the verge of maturity
Andrey Kholodnyy
Executive Director on Media Assets Management, Rostelecom

1
Dedicated vs. Universal network

2
Dedicated vs. Universal Network
Frequency
separation
• xDSL
• DOCSIS

Physical
Separation
• Telephone
• Data

Logical
sepa...
Dedicated vs. Universal Device

4
Dedicated vs. Universal Device
Browser

PVR

STB

Game console

Smart TV

Media player

5
Smart TV is the Winner

6
But…
7
Service maturity
• Low service performance
– Slow content access. From switching on to
watching content 30..90 seconds and...
Service maturity
• No interoperability
– Separate applications for each vendor
– Every year new
hardware, functionality, l...
Service maturity
• Hardware & SDK limitations
– HLS and some other technologies are not fully
supported
– Limited support ...
Service maturity
• DRM issues
– TV vendor specific DRM required
– Poor rolled out DRMs support

11
Service maturity
• Connection issues
– Connection quality (backbone and residential “last
inch”) affects perceived service...
Service maturity
• Customer interaction
– Different remotes
– Accelerometer
– Voice control
– Gestures

13
Service maturity
• Design guidelines
– Clients forced to adopt its design for vendors
guidelines
– Very limited design ani...
Service maturity
• Payment systems
– No built-in payment system
– Developers forced to use 3rd party payment
gateways

15
Service maturity
• Business contradictions
– Vendors are now attracting content providers
– However vendors are already de...
Conclusion
• Smart TV is the potential winner as content
access platform
• Current implementation limits Smart TV
platform...
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Smart TV. Should Smart TV platform be focus for OTT video & TV products development TODAY

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Smart TV - ready for business platform or still inmature service?
Should Smart TV platform be focus for OTT video & TV products development

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Smart TV. Should Smart TV platform be focus for OTT video & TV products development TODAY

  1. 1. Smart TV. On the verge of maturity Andrey Kholodnyy Executive Director on Media Assets Management, Rostelecom 1
  2. 2. Dedicated vs. Universal network 2
  3. 3. Dedicated vs. Universal Network Frequency separation • xDSL • DOCSIS Physical Separation • Telephone • Data Logical separation • IP networks 3
  4. 4. Dedicated vs. Universal Device 4
  5. 5. Dedicated vs. Universal Device Browser PVR STB Game console Smart TV Media player 5
  6. 6. Smart TV is the Winner 6
  7. 7. But… 7
  8. 8. Service maturity • Low service performance – Slow content access. From switching on to watching content 30..90 seconds and two clicks at least – Low user interaction speed 8
  9. 9. Service maturity • No interoperability – Separate applications for each vendor – Every year new hardware, functionality, limitations, design, SDKs – Fast platform changes cause Smart TV becoming obsolete earlier than customer is ready to replace it 9
  10. 10. Service maturity • Hardware & SDK limitations – HLS and some other technologies are not fully supported – Limited support of existing software libraries – No access to hardware functions (e.g. video management) 10
  11. 11. Service maturity • DRM issues – TV vendor specific DRM required – Poor rolled out DRMs support 11
  12. 12. Service maturity • Connection issues – Connection quality (backbone and residential “last inch”) affects perceived service quality – Connection quality impacts product performance 12
  13. 13. Service maturity • Customer interaction – Different remotes – Accelerometer – Voice control – Gestures 13
  14. 14. Service maturity • Design guidelines – Clients forced to adopt its design for vendors guidelines – Very limited design animation abilities 14
  15. 15. Service maturity • Payment systems – No built-in payment system – Developers forced to use 3rd party payment gateways 15
  16. 16. Service maturity • Business contradictions – Vendors are now attracting content providers – However vendors are already developing their own content platforms 16
  17. 17. Conclusion • Smart TV is the potential winner as content access platform • Current implementation limits Smart TV platform utilization as content access platform • In 1-3 years horizon Smart TV platform will reach its maturity stage and will compete for its market share as content delivery platform 17

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