The document discusses the future of enterprise mobile video, focusing on industry trends such as increased flexibility in service deployment, the impact of digital transitions on cable TV, and the shift towards online and interactive advertising. It highlights the growing importance of mobile video and social networking, emphasizing that mobile will surpass previous trends in media consumption. Key challenges for businesses include integrating advertising capabilities across various platforms and managing content delivery through both wired and wireless means.

1. Enterprise Mobile Video: What’s Next?
A MediaPlatform Webcast with
Jonathan Taplin and Greg Pulier

2. Presenters
Jonathan Taplin Greg Pulier
Annenberg Innovation Lab MediaPlatform
University of Southern California President - Founder
Director

3. The Future of IP Video
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4. Steve Job’s Legacy
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5. Beautiful
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6. Customized
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7. Shared
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8. Authentic
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9. Industry Trends
Multi-media services–voice, data, video
Seamless operation across transport
media – wireline, wireless, cable
All things IP/Broadband Anywhere
Increased flexibility and agility
in deploying new services
Rapid content authoring & enablement
WIRELINE WIRELESS CABLE
Increased personalization
Device Centric Subscriber Centric
Location Dependent Independent
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10. Mobile Video
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11. Current Responses to The Digital Transition
>Any Content vs. The Walled Garden
Virtually Unlimited Incumbent Controlled
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12. Impact on Cable TV: Too Many Channels?
>Average consumer watches 9 channels regularly
>Cable Bundles offer 5 times that number
>The top 20 shows account for 75% of all viewing
>100% gain in ad inventory in 7 years
>Wide scale introduction of PVR’s
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13. Advertiser Revolt
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14. Marketers Want More Two-Way Media
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15. Average Daily Media Consumption
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16. But,It’s Changing
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17. US Online Advertising Spend
> Online advertising revenue Revenue
40,000
Content Fees
will continue to outpace ($M) Ad Revenue
consumer fees 4 to 1 30,000
20,000
10,000
0
2004 2005 2006 2007 2008 2009 2010
> Interactive Ad revenue $35.0
is where the growth is $30.0
Billions $23.6
$25.2
$25.0 $21.5
$18.3
$20.0
$15.9
$15.0 $12.5
$9.6
$10.0
$5.0
$0.0
2004 2005 2006 2007 2008 2009 2010
Source: eMarketer, September 2006
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18. Better CPM’s Online
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19. New Forms of Advertising
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20. Niche Content Will Move To IPTV
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21. Mobile Internet
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22. Social Networking
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23. Mobile will be bigger than anything before
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24. I Phone Adoption
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25. Mobile Social Networking
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26. The IP TV Alternative
> As FTTH, DSL & DOCSIS proliferate, niche media moves
to IP on demand delivery
• DVD-2 MBPS
• HD-6 MBPS
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27. Discrete Content Approach – Today
Traditional Distribution Discrete
Content Networks Devices
Wireless
e.g., Brew
DSL/HSD
Fiber Based
e.g, LightSpeed
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28. Content Delivery Content and Convergence
Leveraging Wired and Wireless Broadband
An optimal content delivery strategy will need to leverage broadband
capabilities in both the wireline as well as wireless distribution
mediums
Distribution Discrete
Networks Devices
Wireless
e.g., 3G
Content
Mgmt DSL/HSD
Platform
Fiber Based
E.g, Lightspeed
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29. Business Challenge
> Key gating issues to integrated advertising business plan objectives:
• Adding advertising capability to TV platform
• Creating/gaining access to broadband portal network inventory
• Creating/gaining access to mobile network inventory
• An enterprise solution for selling, managing, delivering, and accounting for
integrated advertising campaigns
Audience
Capabilities
Inventory
TV Internet Mobile
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