The document discusses strategies for delivering over-the-top (OTT) television experiences beyond traditional set-top boxes and managed IPTV networks. It describes companies using OTT apps on connected TVs and partnering with TV manufacturers to reach new customers outside of traditional networks. It also discusses using standards like DLNA to distribute premium content across devices and the role of companies like AwoX in providing middleware and solutions to enable these connected TV experiences.

1. C reating a Connected TV Experience beyond the Living Room Olivier Carmona, Technical Marketing, AwoX

2. Over The Top Because You Need It To reach customers outside of Managed IPTV Reach : D’Andrea, Telecom Italia, said: “ With Cubovision we aim to bring interactive, personal, high quality digital television to all customers, even those who do not benefit from a 7Mbps ADSL line.” To lower cost of deployment: For Swisscom, HTTP adaptive streaming represents a low-cost option for distributing video. Avoid to be competed by competitors. To tease services to new customers : For TimeWarner, Comcast & ViaSat, having an application in Samsung & Sony TV Stores allows them to . Reaction to Google TV initiative

3. TV is at the Center of their OTT Initiative OTT Application for TV App Store Reaching customers on their favorite screen. Comcast / TimeWarner / Telstra / Verizon in Samsung TV App TimeWarner on Sony TV Apps LG Netcast Initiative in Europe Partnering with incumbent carriers for each region/country Orange (France) Swisscom (Switzerland) Telefonica (Spain) Viasat (Nordics)

7. TV at the center of media consumption “ The key differentiator for Orange in the TV market today is the way it can provide a complete TV experience. “ Luc Barnaud, VP, TV at Orange , Videonet , Feb 9, 2011 No STBs is realistic with Connected TV “ Connected TVs could become the main network termination point and service gateway for Pay TV content coming into subscription TV homes. ” Videonet, March 16, 2011. Subsidizing TV: Same range as Smartphone 400 – 600 Euros : Average street price for a 32’’ LCD TV vs 400 - 600 Euros : Average price for a smartphone Next AppleTV will probably be… a TV No doubt that Apple is thinking in offering an affordable product, partially subsidized by iTunes subscription AwoX Delivers Your Connected TV, Subsidized or Retail Subsidizing TV, Next Step For Carriers