Cloud Storage for Personal Video Recording
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These slides use concepts from my (Jeff Funk) course entitled Biz Models for Hi-Tech Products to analyze the business model for Singapore Telecom’s Cloud Storage System Service. Storing recorded videos from a cable TV service on the cloud can provide users with more value than can storing them on a set-top box. Users can access them from any device and they don’t need to purchase an expensive set-top box. Storing the recording videos in the cloud also provides advertisers with more value because data on when and how often users access the videos can be made available to advertisers. These slides describe the specific value proposition for viewers and advertisers and other aspects of the business model such as the method of value capture, scope of activities, and method of strategic control.
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Cloud Storage for Personal Video Recording
- 1. Business Model for Cloud PersonalVideoRecording（Cloud PVR） Wang Xiaoxu (A0055839R) Wu Bo (A0056024R) Xu Jingru (A0133732M)
- 2. 2 Agenda Introduction Customer Selection Value Proposition Scope of Activities Value Capture Strategic Control Introduction
- 3. 3 What is Cloud PVR? Cloud PVR PVR
- 4. 4 What is Cloud PVR? Cloud Personal Video Recording Any device Any content Any location Any occasion With Stable network Simple interface At Lower cost Unlimited Space Cloud PVR ANY CONTENT ANYWHERE
- 5. 5 ProblemsSolutions SubscriptionfeeforexistingRecordingservice LimiteddiskspacetostoreTVseries Largesizeandlowportability PoorViewability& Controllability Values Added First20Gbfreeforenduser Scalableandeasilyexpandingstoragespace Highportabilityandcompatabilitywithmultipledevices Allyour viewinghistorywithhightracability
- 6. 6 Market Trend & Demand TV, Home desktop Portable personal computer Mobile internet, internet TV Inter-linked personal smart devices & TV Concept of Virtualization Cloud Application IaaS, PaaS, SaaS The increasing trend of multiple smart devices and maturity of cloud computing technology imply a demand for moving video storage into the cloud. Architecture Innovation: Cloud PVR
- 8. 8 Customer Selection Customer Selection Subscribers 1. Existing users of PVR 2. Cable TV user (not using any recording service) 3. Other potential users Advertisers 3rdParty Video Apps formobiledevices
- 9. 9 Existing users of PVR-Upgrading to cloud PVR Transition cost is low, willingness to upgrade to cloud PVR is high Familiar with PVR user interface Reduce their cost of renting the hardware Subscribers $8 /Month rental for hardware Freewithin 20G
- 10. 10 CableTV user (NonPVRuser) Cloud PVR is a new attractive function for them No cost increase Setup is smaller than PVR More resources of video contents at anytime Subscribers 45 55 All Cable TV users Cable TVUsers like touse CloudPVR
- 11. 11 Other potential users Online video viewers transfer to cloud PVR More contents(Sports) More stable（TV Cable) Readily organized contents Subscribers
- 12. 12 Advertisers Based on data analysis of Subscribers Based on pre- processing of content Betterwaytoreachspecificallytargetedmarket About Fashion Clothes About Makeup About Women’s healthy food Nearest LocationInformation
- 13. 13 3rd party Video Apps for mobile devices Rent server memory space to them Sell contentaccessright to them
- 14. 14 Cloud PVR Google TV Internet VideoPlayer Customerswho need video serviceto be Simple Stable High definition ReadilyorganizedReliablecontents Young gamerswho need video serviceto be Cheap,with Games They are OK with Quality&Speednotguaranteed Long time spenton searching &irrelevant Ads Young,knowwhattheywouldliketowatch Cheap They are OK with Quality&Speednotguaranteed Long time spenton searching &irrelevantAds Compare potential customers’ requirements
- 16. 16 PVR Cloud PVR Value Proposition
- 17. 17 Flexibility Connectedmobiledevices to enrichwatchingexperience Largestoragespace Parallelrecording PVR PVR PVR PVR Value Proposition
- 18. 18 Back-upof personalcontent Supported by robust infrastructure Trust-worthy Value Proposition
- 19. 19 Lower set-top- box (STB) costs $8/MonthtoFree Easier Inventory Management & Logistics Centralized Storage & Network Maintenance Value Proposition
- 20. 20 More targeted & personalized advertising Value Proposition
- 21. 21 Value Proposition Werentstorage incloudwith low price Weprovideaccessrighttovideos Wemanageandmaintainforthem
- 22. 22 Video Delivery Value Chain Content Creation Content Packaging Content Distribution User Interface End User Independent Producers ServiceProvider BroadcastTV Stations TV Subscribers Producers, User Uploads Barely processed Internet TV, PC, Tablet,Phone Subscribers, Downloaders Independent Producers Customized pre-processing Cloud Connected Smart Device Consumers User upload via 3rdpartyapps 3rdparty’s own control Cloud TV, PC, Tablet, Phone Subscribers, Downloaders Traditional NewAlternatives(eg. Internet Video Players, Google TV) Cloud PVR
- 23. 23 Value Proposition 0 1 2 3 4 5 6 Google TV Internet videoplayer Cloud PVR
- 25. 25 Scope of activity Our company cPVR Viewer/ Subscriber Advertiser Content Provider 3rdParty Video App Extended cPVR suppliers
- 26. 26 Scope of activity DataanalysisContentpreprocessing cPVR Supplier Viewer/ Subscriber Advertiser Content Provider 3rdParty Video App Extended cPVR Live TV & Video Viewer Data Infrastructure &ProfessionalService Accessrighttocontent
- 27. Value Capture
- 28. 29 SourcesofIncome Cross-Subsidizationbyadvertisers Nosubscriptionfeeforenduser Advertiserpayforcustomized service Moresourcesofmoney 3rdParty Apps Money Inflows $8
- 29. 30 Current Value Networks cPVR Service Provider Viewer/ Subscriber Advertiser Content Provider Social Network Data Analysis, Content Processing Service Provider Viewer Data & preference Bid for Slot Pay Per Content Live TV & Video Video Content Video Recording Subscription fee $ $ $ User-end Hard Disk Replay
- 30. 31 New Value Networks cPVR Service Provider Viewer/ Subscriber Advertiser Content Provider 3rdParty Video App Social Network Data Analysis, Content Processing Service Provider Extended cPVR Viewer Data & preference Bid for Slot & Pay Per View Pay Per View (Partially subsidized by Viewer data) Live TV & Video Viewer Data Recommendation Customized Content Video Recording Pay By Usage Content Uploading & Retrieving Pay Per View (cross subsidized by advertiser) $ $ $ $ Customized Ad
- 31. 32 Partners within Value Network cPVR Service Provider / ISP Advertising Bid & PPV Subscription fee for no Ad video Metered Cloud Service to 3rdParty App Content Provider Embedded Advertising 3rdParty App Developer Advertising Premium Content Sales Etc. (within 3rdparty’s own control) Advertisers Sale of Products How we enable our partners to make money? $
- 33. 34 Nature of Technology Complexity •Hard to achieve Barrier Entrance •Massiveinfrastructure Network Effects •Make use of social network Economies of scale •MemorySpace •Content pre- process •Data analysis First mover •Competitive advantage Strategic Control Nature of Technology Nature of Technology
- 34. 35 Legal Mechanisms of Protection Legal mechanisms of protection ExistingCable/Fiberinfrastructureandbandwidth-scarceresources Strategic Control
- 35. 36 Control of industry architecture and complementary assets Company capability More bandwidth for our viewers Strong appropriability of infrastructures Complement cloud PVR service with other telecomservices Long tail benefit Small adverting companies Content pre-process & data analysis Strategic Control
- 36. 37 The End