Holidays in Austria App of the Austrian National Tourist Office - and more information about the evolution of the TV experience and its many uses.

2. Evolution of the TV experience
Thomas Pasterk
Brand Management / Digital Media Strategies

3. Evolution of the TV experience
• Use cases in a smart environment
• Usability: Controls & Remotes
• The Market
• Creating an App
• Holidays in Austria App
• Outlook

4. Evolution of the TV experience
• Use cases in a smart environment
• Usability: Controls & Remotes
• The Market
• Creating an App
• Holidays in Austria App
• Outlook

5. Black & White

6. Full Color

7. HD
3D
Content on Demand
ConnectedTV
SmartTV
Hybrid TV
Ultra HD

8. From passive...

9. From passive... to active
(C) SAMSUNG

10. Plattform/Content Variations
Apple TV Google TV
BluRay Player
XBOX PS3
NOT TO SCALE

11. Best screen available
NOT TO SCALE

12. AirPlay
NOT TO SCALE

13. Second Screen
NOT TO SCALE

14. Evolution of the TV experience
• Use cases in a smart environment
• Usability: Controls & Remotes
• The Market
• Creating an App
• Holidays in Austria App
• Outlook

15. Talk to your TV...
(C) SAMSUNG

16. BUT!

17. „This is really exhausting!“
(C) SAMSUNG

18. LG „Magic Remote“
(C) LG

19. Hybrids: Samsung
(C) SAMSUNG

20. Hybrids: Sony/Google
(C) SONY

21. Remote Apps
Dedicated apps for controlling the TV.

22. Keyboards
Keyboard-Remote-Hybrid is here to stay.
(C) SAMSUNG

23. Responsiveness
Delay when interacting is really frustrating.

24. Overly complicated...
What good are the best technologies
if they are not easy to use?

25. Apple to the rescue?
„I finally cracked it.“
(Steve Jobs)
*Steve Jobs: A Biography (Walter Isaacson)

26. Evolution of the TV experience
• Use cases in a smart environment
• Usability: Controls & Remotes
• The Market
• Creating an App
• Holidays in Austria App
• Outlook

27. Markt Share Austria (GFK Q2/12)
• Samsung ~40-45%.
• Philipps, LG, Panasonic, Sony make up the rest.

28. Hard to get reliable numbers
• SmartTV-capable devices sold doesn‘t equal TVs
used as SmartTV
• No numbers on actual usage or App-downloads
could be found.
• Samsung: „Activation rate at around 65%.“

29. Evolution of the TV experience
• Use cases in a smart environment
• Usability: Controls & Remotes
• The Market
• Creating an App
• Holidays in Austria App
• Outlook

30. Technology (Software)
• HTML, CSS, JavaScript
• Some device-specific calls (i.e. the coloured
remote buttons)
• Compatibility problems between series
• Apps must still be ported for different platforms.

31. Design
Apps for TVs follow the „10-foot user interface“
design principle.

32. Evolution of the TV experience
• Use cases in a smart environment
• Usability: Controls & Remotes
• The Market
• Creating an App
• Holidays in Austria App
• Outlook

33. App for Samsung devices
Market leader for sold SmartTVs in Austria.

34. Content follows form
Special recommendations from the Austrian
National Tourist Office.
• gastronomy, great experiences, culinary
and accommodation
• hand-picked by us, true to the brand
• great pictures and a lot of video-content

35. Holidays in Austria

36. Holidays in Austria

37. Holidays in Austria

38. Holidays in Austria

39. Holidays in Austria

40. Development Challenges
• Difference between TV-lines or the Set-Top-Box
• Full disk
• Responsiveness and the accidental double-tap.
• Samsung Review Process

41. App Marketing
• No way to buy into the home-screen
• Using other channels to raise awareness

42. Downloads/Usage
Sorry, too early to tell.

43. Evolution of the TV experience
• Use cases in a smart environment
• Usability: Controls & Remotes
• The Market
• Creating an App
• Holidays in Austria App
• Outlook

44. It‘s a long way ahead...
• Usability
• Fragmentation
• Longevity of TVs (physical and software)
• Mobile devices are too far advanced already
• TV might remain a screen, not a device

45. It‘s a long way ahead...
but all is not lost.
• Better devices and upgradeable devices
• More connected devices
• TV as the recipient or playback device
• The best is yet to come.

46. Thank you!
Thomas Pasterk
Brand Management /
Digital Media Strategies