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TV & Internet - Apps im Wohnzimmer

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Vortrag beim Castlecamp September 2011

Published in: Business, Technology
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TV & Internet - Apps im Wohnzimmer

  1. 1. TV & Internet Apps im Wohnzimmer Dipl.Des. Olaf Nitz, BSc Strategie Digitale Medien Österreich Werbung
  2. 2. Agenda <ul><li>Intro: TV & Internet </li></ul><ul><li>Markt: Zahlen </li></ul><ul><li>Markt: Plattformen </li></ul><ul><li>Next: Unser Job </li></ul>
  3. 3. TV bisher http://www.flickr.com/photos/photography_and_design/6081933076
  4. 4. Medienkonsum: TV & Internet Quelle: http://www.sevenonemedia.de/unternehmen/bibliothek/publikationen/index.php?fuseaction=details&bt_sel_menu=13&mgm_publ_id=354&nofollow=1
  5. 5. Medienkonsum: TV & Internet http://www.engadget.com/2011/01/29/study-shocker-mobile-users-piddle-around-on-the-internet-while
  6. 6. TV jetzt
  7. 7. Entwicklung von Hypes Maturity Technology Trigger Plateau of Productivity Visibility Peak of Inflated Ex-pectations Trough of Disillusionment Slope of Enlightenment R&D VC für Start-ups Erste Produkte auf dem Markt Early Adopter Hype in Massenmedien Viele Anbieter Negative Presse Anbieter- Konsolidierung Weniger als 5% der potenziellen Nutzer 2. Generation an Produkten Best Practices 3. Generation an Produkten „ Out of the Box“ 20-30% der potenziellen Nutzer
  8. 8. Hype Cycle for Emerging Technologies 2011 Quelle: http://www.readwriteweb.com/enterprise/2011/08/gartner-adds-big-data-gamifica.php
  9. 9. Apps bisher
  10. 10. TV APPS: ZAHLEN & FAKTEN
  11. 11. Wachstum Samsung TV Apps <ul><li>http://www.koreaittimes.com/image/edl0063-ver6 </li></ul>
  12. 12. Top 5 Samsung TV Apps global <ul><li>http://www.koreaittimes.com/image/edl0063-ver6 </li></ul>
  13. 13. Verteilung TV App Kategorien <ul><li>http://www.koreaittimes.com/image/edl0063-ver6 </li></ul>
  14. 14. Top Apps global <ul><li>http://www.koreaittimes.com/image/edl0063-ver6 </li></ul>
  15. 15. Entwicklung Umsatz TV Apps <ul><li>Quelle: http://gigaom.com/video/tv-apps-to-bring-in-1-9b-by-2015/ </li></ul>
  16. 16. DIE PLATTFORMEN
  17. 17. Google TV <ul><li>http://www.youtube.com/watch?v=ZDeX_oIfEeQ & http://www.google.com/tv/features.html </li></ul>
  18. 18. Apple TV <ul><li>http://www.flickr.com/photos/ricardoalvarez/351936784/ </li></ul>
  19. 19. Phillips NetTV <ul><li>http://www.netzwelt.de/news/82210-internet-fernseher-bieten-tv-hersteller.html </li></ul>
  20. 20. Panasonic Viera Cast <ul><li>http://www.netzwelt.de/news/82210-internet-fernseher-bieten-tv-hersteller.html </li></ul>
  21. 21. Sony AppliCast und Bravia Internet TV <ul><li>http://www.netzwelt.de/news/82210-internet-fernseher-bieten-tv-hersteller.html </li></ul>
  22. 22. LT NetCast <ul><li>http://www.lg.com/us/netcast/index.jsp </li></ul>
  23. 23. Samsung Internet@TV <ul><li>http://www.netzwelt.de/news/82210-internet-fernseher-bieten-tv-hersteller.html </li></ul>
  24. 24. Samsung Smart TV / Smart Hub <ul><li>http://www.samsung.com/at/microsite/smarttv/ </li></ul>
  25. 25. Samsung Smart TV / Smart Hub <ul><li>http://www.samsung.com/at/microsite/smarttv/ </li></ul>
  26. 26. Samsung Smart TV / Smart Hub <ul><li>http://www.samsung.com/at/microsite/smarttv/ </li></ul>
  27. 27. Yahoo Connected TV <ul><li>http://connectedtv.yahoo.com Bild: http://www.slashgear.com/yahoo-connected-tv-platform-accepting-paid-widget-submissions-for-march-2011-launch-19115034/ </li></ul>
  28. 28. Yahoo Connected TV <ul><li>http://www.wired.com/images_blogs/gadgetlab/2010/11/tv_flickrside_1.jpg </li></ul><ul><li>http://www.wired.com/gadgetlab/2010/11/yahoo-connected-tv-fights-back-with-help-from-samsung-and-toshiba/ </li></ul>
  29. 29. Yahoo Connected TV <ul><li>http://socialwizz.com/?p=3917 </li></ul>
  30. 30. Alle Player auf dem Spielfeld <ul><li>Quelle: Bertram Gugel, http://www.slideshare.net/digitalerfilm/video-business-7728414 </li></ul><ul><li>TV-Geräte (LG, Sony, Samsung etc.) </li></ul><ul><li>Internet Set-Top-Boxen (Apple TV, Google TV etc.) </li></ul><ul><li>DVRs (TiVo etc.) </li></ul><ul><li>Blue-Ray-Player </li></ul><ul><li>Spielekonsolen (Wii, Xbox etc.) </li></ul>
  31. 31. UNSER JOB IM TOURISMUS?
  32. 32. Meine Thesen <ul><li>Inspiration (=Destinationsentscheidung) ist multimedial einfacher zu gestalten. </li></ul><ul><li>Internet ist zunehmend mehr lean-back, als lean-foreward. </li></ul><ul><li>Bald werden Internet-fähige TV-Geräte in den meisten Hotelzimmern stehen und von Gästen vor Ort genutzt werden. </li></ul>
  33. 33. Was wir tun könnten <ul><li>Optimierung bestehender Websites CE-HTML ( Consumer Electronics Hypertext Markup Language ) </li></ul><ul><li>Syndikation von bestehendem Content Kooperation mit bestehenden TV-App-Anbietern </li></ul><ul><li>Entwicklung eigener Formate Eigene Channels, Widgets, Apps etc. </li></ul>
  34. 34. Ergebnisse Diskussion <ul><li>Verbreitung und Akzeptanz der TV-Apps ist noch gering. </li></ul><ul><li>Aktuell ist die Bedienung per Tastatur umständlich und die Usability der Angebote schlecht. </li></ul><ul><li>TV wird eher zum großen Bildschirm nach dem Prinzip „best screen available“. </li></ul><ul><li>Linearer TV-Konsum wird noch weiter zurückgehen. </li></ul><ul><li>TV-Werbung wird mehr personalisiert (wie Online). </li></ul><ul><li>Online Inhalte müssen spezifisch für TV aufbereitet werden. </li></ul><ul><li>Aktuelle TV-Apps etc. zeigen lediglich den Anfang der Entwicklung </li></ul><ul><li> Neues Betätigungsfeld für „Onliner“ </li></ul>
  35. 35. Danke! <ul><li>Dipl. Des. Olaf Nitz, BSc </li></ul><ul><li>Leitung Strategie Digitale Medien, Österreich Werbung </li></ul><ul><li>[email_address] / [email_address] </li></ul><ul><li>http://austriatourism.com / http://OlafNitz.net </li></ul>xing.com/profile/Olaf_Nitz facebook.com/onitz twitter.com/onitz slideshare.net/onitz delicious.com/onitz
  36. 36. Mehr zum Thema <ul><li>http://www.business2community.com/mobile-apps/branded-tv-apps-interactive-marketing-with-television-applications-048030 </li></ul><ul><li>http://www.ctvadvertising.com/services </li></ul><ul><li>http://www.slideshare.net/cmuench/tv-app-development-berblick-und-einblick </li></ul><ul><li>http://www.slideshare.net/JavierLasa/10-rules-for-connected-tv-apps-development </li></ul><ul><li>http://www.slideshare.net/digitalerfilm/video-business-7728414 </li></ul>

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