The document discusses the changing TV market and opportunities for connected TV services. It notes that younger viewers increasingly watch TV online and that new TVs with built-in internet connectivity allow online content and apps to be accessed through the TV. This is changing the roles of traditional market players and allowing new types of direct relationships between content creators and viewers. The company ConTV is presented as an end-to-end solution provider that helps content owners evaluate market opportunities and develop, launch and manage connected TV services.

1. [See on TV]
connects you to the TV screen

2. 2© 2010 ConTV | All rights reserved
Content
ConTV overview
Changes in the TV market
Market players & market data
Business models
End user perspectives
Chances for content provider
ConTV services

3. 3© 2010 ConTV | All rights reserved
meets
InternetTelevision
ConTV
Solutions
to enrich their offerings.to get their offerings onto
real TV screens.
commercial power - reachDiversity - choiceCommercial power - reach
CE Manufacturers & Network
Operators
Content & Application-
Owners
ConTV is an end-to-end
enabler for ...

4. 4© 2010 ConTV | All rights reserved
• New Generation (digital natives) consume „TV“ predominantly online due to
– on-demand offerings and unlimited choice
– always-on mentality and simultaneous community activities
• The iPhone dramatically improved the convenience of online services by
– the introduction of easy to use and single purpose Apps (widgets)
• New Generation (digital natives) consume „TV“ predominantly online due to
– on-demand offerings and unlimited choice
– always-on mentality and simultaneous community activities
• The iPhone dramatically improved the convenience of online services by
– the introduction of easy to use and single purpose Apps (widgets)
Fast changing TV market

5. 5© 2010 ConTV | All rights reserved
Fast changing TV market
• New TV sets with built-in WiFi / Internet connection offer
– high quality TV while being always-on
– easy to use apps which dramatically broaden the application of TV´s beyond classical
linear TV
• New TV sets with built-in WiFi / Internet connection offer
– high quality TV while being always-on
– easy to use apps which dramatically broaden the application of TV´s beyond classical
linear TV

6. 6© 2010 ConTV | All rights reserved
Resulting market changes
• Online content offerings get access to the TV screen
– so called OTT (Over the Top)
• Content creators can establish direct relationships with TV end-users
• TV will regain popularity after loosing usage time to PCs
• Large variation of displayed qualities on the screen
– from low bit-rate, home made Internet videos to
super high-quality HD content
• Interactive TV services will finally reach critical
mass and will establish new business models
for TV content
• TV manufacturers and others will become active players
in the content and service landscape

7. 7© 2010 ConTV | All rights reserved
The new connected TV experience
Old school
New school

8. 8© 2010 ConTV | All rights reserved
Online content/applications
(access the TV screen for the first time)
Aggregator / Organiser and Search / EPG
(become independent portals)
Market players
Content providers
disappearance
of frontiers
disappearance
of frontiers
Linear TV
(extend their offerings via Internet onto the TV screen)
New
Playground!

9. 9© 2010 ConTV | All rights reserved
Game Consoles (will push monetization of customer
base: subscription or advertising or commerce)
Set-top boxes
(will push connectivity)
disappearance
of frontiers
disappearance
of frontiers
Connected TV sets
(will push sales of TV sets)
Market players
CE manufacturers

10. 10© 2010 ConTV | All rights reserved
Telcos
(will introduce STB-based, connected-TV solutions)
Cable Operators
(will introduce STB-based, connected-TV solutions)
disappearance
of frontiers
disappearance
of frontiers
Satellite Operators
(will push for hybrid Sat/IP Boxes in the market)
Market players
Network operators

11. 11© 2010 ConTV | All rights reserved
Connected-TV sales forecastConnected-TV sales forecast
Market data worldwide
"...number of households with at
least one Internet-enabled living
room video platform:
Enabled households (those with
the basic infrastructure to enjoy
OTT video services) will grow
from 130 million in 2009 to more
than 360 million in 2014.
Active OTT households (those
that put this infrastructure to use)
will grow from 40 million in 2009
to 170 million in 2014."
The Diffusion Group, 2010 January
"...number of households with at
least one Internet-enabled living
room video platform:
Enabled households (those with
the basic infrastructure to enjoy
OTT video services) will grow
from 130 million in 2009 to more
than 360 million in 2014.
Active OTT households (those
that put this infrastructure to use)
will grow from 40 million in 2009
to 170 million in 2014."
The Diffusion Group, 2010 January
Data from Samsung 2009
3,62
5,52
2,85
4,27
6,51
3,36
4,95
7,56
3,89
5,49
8,39
4,33
0
2
4
6
8
10
12
14
16
18
20
2009 2010 2011 2012
ROW
Europe
US
Volume (M units)
11,99
14,14
16,40
18,21

12. 12© 2010 ConTV | All rights reserved
Market data Germany
Number of IP-enabled devices and
household penetration
Number of IP-enabled devices and
household penetration
in Mio.
0
5
10
15
20
25
30
2009 2010 2011 2012 2013 2014 2015
STBs (inkl.IPTV)
IP-Kabelboxen
DVD / BR / PVR
IP-fähige TVs
Pene-
tration
HH%
2,1
9,5
19,7
5,4
14,9
26,6
29,2
5%
20%
41%
12%
31%
51%
60%
Hersteller
Produkt bzw.
-linie
Funktionen / Applikationen
LG NetCast
YahooWidgets, NEtfix, YouTube,
Vudu
LOEWE connect
Internetradio (sonst nur
Heimvernetzung)
Philips NetTV
Vielzahl an Applikationen, u.a.
Tagesschau, Sevenload, BILD,
SPOX, wetter, eBay, YouTube u.v.m.
Panasonic VieraCast
in den USA: Youtube, AmazonVoD,
Picasa, Bloomberg, Wetter
Samsung
Medi@2.0
Internet@TV
Yahoo Wiodgets, Flickr, News,
Wetter, Finanzen, (Stand Mai: kein
YouTube)
Sony
Bravia
Internet Link
mit Amazon, Netflix, Youtube, Yahoo,
CBS, Xross MEdia Bar UI als EPG
in Mio. zum Jahresende 2009
Anzahl internetfähiger
TV-Devices
2,1
davon internetfähige
Fernsehgeräte
0,4
davon DVD- und BR-Player,
PVRs
0,2
internetfähige Kabelboxen 0,5
STBs (inkl. IPTV) 1,1
2009
5,4
1,8
0,6
0,7
2,3
2009
9,5
3,6
1,1
1,2
3,6
2009
14,9
6,5
1,6
2,0
4,8
2009
19,7
9,9
2,0
3,1
4,6
2009
24,6
13,7
2,3
4,7
3,8
2009
29,2
17,6
2,3
6,6
2,7

13. 13© 2010 ConTV | All rights reserved
• Easy, one touch access to rich internet contents on TV
• New & on-demand content on TV
– Enlarges the range of contents on TV
– Customers watch what they want to watch
• More for less hassle
– Easier access to on-demand content
– No need for multiple boxes or linking computer to TV
• Enhanced user experience
– Similar user experience across devices
– Interactive user experience
• Easy, one touch access to rich internet contents on TV
• New & on-demand content on TV
– Enlarges the range of contents on TV
– Customers watch what they want to watch
• More for less hassle
– Easier access to on-demand content
– No need for multiple boxes or linking computer to TV
• Enhanced user experience
– Similar user experience across devices
– Interactive user experience
End-user perspective

14. 14© 2010 ConTV | All rights reserved
• TV screen reach can be transformed into
business models
– Free content (advertisement funded / sponsored)
due to quick penetration and wide reach
(2010 > 6 mm connected TV sets in Germany alone)
– Paid content (subscription based)
– Paid content (one time / App Store)
– Marketing of measured user behavior
• TV screen reach can be transformed into
business models
– Free content (advertisement funded / sponsored)
due to quick penetration and wide reach
(2010 > 6 mm connected TV sets in Germany alone)
– Paid content (subscription based)
– Paid content (one time / App Store)
– Marketing of measured user behavior
End-user demand = chance for content owners

15. 15© 2010 ConTV | All rights reserved
• As the group of hybrid TV products is new, we are in the early stages of TV-specific apps
development
• Consumers need compelling and value-added content
– niche channels, international channels, series on demand, video on demand, net-recording,
community video portals, interactive videos, games, information, utilities, social networks,
webaccess, training, education, newspapers, radio & music, weather, home decoration, cooking
and more
• As the group of hybrid TV products is new, we are in the early stages of TV-specific apps
development
• Consumers need compelling and value-added content
– niche channels, international channels, series on demand, video on demand, net-recording,
community video portals, interactive videos, games, information, utilities, social networks,
webaccess, training, education, newspapers, radio & music, weather, home decoration, cooking
and more
The need for content ...

16. 16© 2010 ConTV | All rights reserved
... is the need for ConTV
“Our quest is to
acknowledge end-user
demand and find the
content or application
that can be aligned to the
TV screen usability.”
“Once identified we
enable the content owner
to place his offerings on
the TV screen and to
market his service
properly”

17. 17© 2010 ConTV | All rights reserved
• for content- / application-/ and service owners
• to get their offerings onto real TV screens via
home internet connections
ConTV
Company Information
ConTV is an end-to-end solution provider
enable innovative business opportunities
on the most powerful massmedium, the TV set
act as sole contractor as well as co-entrepreneur
developing and launching new promising services for the new generation of
hybrid TV sets (flat panels with antenna & Internet/WiFi interface)
evaluate and realise opportunities and offerings
for the fast growing market of hybrid televisions

18. 18© 2010 ConTV | All rights reserved
• Evaluation of end-user demand
and market potentials
• Content adaption and alignment
• Service development & realisation
• Placement on the TV screen
• Service marketing and
maintenance
• Evaluation of end-user demand
and market potentials
• Content adaption and alignment
• Service development & realisation
• Placement on the TV screen
• Service marketing and
maintenance
ConTV services
Overview
Plan
Build
Run
Design the
service
Align
content
Analyse
market
potential
Manage
the
service
Market
the
service
Implement
the service
Evaluate
demand

19. 19© 2010 ConTV | All rights reserved
Evaluation of end-user demand and market potentialEvaluation of end-user demand and market potential
• Relevance of existing services on the net or on mobiles for the TV screen
– Research iTunes, You Tube, Podcasts etc.
• Identification of new services with potential on the TV screen
– special video applications
– Screen applications
• Relevance of existing services on the net or on mobiles for the TV screen
– Research iTunes, You Tube, Podcasts etc.
• Identification of new services with potential on the TV screen
– special video applications
– Screen applications
ConTV services
Market evaluation

20. 20© 2010 ConTV | All rights reserved
Content creation and service alignmentContent creation and service alignment
Definition of service: Based on market analysis
– Service description
– Functionality
– Business Model
Definition of service: Based on market analysis
– Service description
– Functionality
– Business Model
ConTV services
Content creation and service alignment

21. 21© 2010 ConTV | All rights reserved
Service development & realisationService development & realisation
ConTV services
Service development & realisation
• Technical specification
• Development
• Test
• Optimisation
• Technical specification
• Development
• Test
• Optimisation

22. 22© 2010 ConTV | All rights reserved
Placement on the TV screenPlacement on the TV screen
ConTV services
Placement on the TV screen
• Negotiate agreements with
TV portals
• Define the business model
and payment streams
• Comply with technical and
commercial requirements of the
different technical platforms
• Position optimisation on screen
• Negotiate agreements with
TV portals
• Define the business model
and payment streams
• Comply with technical and
commercial requirements of the
different technical platforms
• Position optimisation on screen

23. 23© 2010 ConTV | All rights reserved
Service marketing and maintenanceService marketing and maintenance
• Implement business model
• Leverage on screen marketing instruments
• Promote the service via different means
• Find advertising and distribution partners
• Test usability and improve
• Monitor and report usage
• Maintain the service up to date
• Implement business model
• Leverage on screen marketing instruments
• Promote the service via different means
• Find advertising and distribution partners
• Test usability and improve
• Monitor and report usage
• Maintain the service up to date
ConTV services
Service marketing and maintenance

24. 24© 2010 ConTV | All rights reserved
GmbH
Dipl.-Ing. Sven-Olof Koopmann
Geschäftsführer
Elisabethstr. 68
80797 München
mobile +49-(0) 171 2222 217
e-Mail soko@contv.de
GmbH
Dipl.-Ing. Sven-Olof Koopmann
Geschäftsführer
Elisabethstr. 68
80797 München
mobile +49-(0) 171 2222 217
e-Mail soko@contv.de
ConTV
Contact information