Smart TVs are becoming more sophisticated with technology that allows easy access to streaming content and interconnectivity between devices in the home. This is driving a war between companies like Apple, Amazon, and Google who want their platforms and content featured on Smart TVs. As Smart TVs gain capabilities, the home screen interface will become very valuable real estate for apps, similar to how mobile phone home screens are valued. There will be intense competition between companies for coveted spots on Smart TV app stores and home screens. High quality apps that provide a good user experience will be most likely to succeed and remain installed long-term as consumers upgrade Smart TVs less frequently than mobile phones.

1. WILL SMART TVS
BE INTELLIGENT?
BY RAPHAËL STEINMAN & KJELL KOLSTAD

2. 2
WHY IS THERE A SMART
TV WAR GOING ON?
Content has always been king. The way that we consume it however, is changing at break-neck speeds. Cable companies used to be able to control what people
saw and when they saw it. But with emerging technologies, it’s becoming increasingly simple for people to access the content they want through streaming ser-
vices like Netflix, Hulu, as well as directly through content creators that have reached an inflection point and are breaking away from cable companies (e.g. HBO,
CBS).
This simple access to content is motivating more and more people to cancel their cable agreements, which frees up their spending money to purchase the exact
content they want. If a consumer wants to watch Breaking Bad, it’s very easy for them to exclusively purchase that show without having to have a slew of unwant-
ed content bundled with it. Instead of tuning in every week at a specific time to watch a show, they can now binge-watch a show all at once, adapting their media
consumption to their unique schedules.
This trend of “unbundling” offerings is changing the dynamic of media consumption. It’s no longer about who made the content. It’s now about who gives you
the easiest access to it. In a way, it’s the return of Pay-Per-View, and every tech company wants a piece of it.
In response to the growing demand for immediate content, many companies like Apple, Amazon and Google offer dongles- small external devices that connect
to TV systems to give users access to streaming media content. While these products offer a solution for consumers who have already invested in TV systems that
don’t directly connect to the internet, they represent a fragmentation of technology and will likely begin to fade away in the coming years.
Vying to compete with the rise of dongle technology - many companies are embedding technology directly into TVs to give people what they want: access to a
browser, apps, and content (streaming or otherwise). Huge industry players like LG, Sony, Sharp, Toshiba and Panasonic are all currently manufacturing Smart TVs
and are constantly working on evolving their technology to make the devices more sophisticated.

3. 3
Thesesystemswillnolongersimplybeameansofentertainment.
They bring a new level a interconnectivity to all tech devices in a
home;bringingthecontrolof soundsystems,thermostats,video
surveillance systems, alarms and more to a smart, central hub.
With Smart TV sales predicted to sell over 123 million units in
2014 alone1
, it’s no mystery why this war is an important one
to win. It’s not just about simply selling a TV set- there’s an
entire realm of lucrative possibilities that come with owning
the format that eventually becomes the industry standard.
INTERCONNECTIVITY

4. 4
THE POTENTIAL
Beyond offering easy access to streaming content, emerging and ever-improving smart TV technologies give the devices the tremendous potential of becoming
the central hub within a household.
While mobile technology is for the most part single-tasking and personal, TV is intrinsically social due to the sheer size of the screen, and it’s often central
location within a household. Smart TVs with open ecosystems offer an endless realm of possibility for innovation and development - a chance to bring life to
technological experiences that could not exist on mobile. Devices running open OS’s like Android can allow for some amazing advancements that will transform
our view of what a TV can do.
With device synching technology constantly improving, people will be experiencing a much more fluid interconnectivity between all of the devices in their lives
(tablets, mobile, PC... anything digital), all of which can easily convene at the “main screen” of the household: the television.
While some of the following scenarios seem like far-fetched fantasies straight out of a science-fiction novel; they are not only possible, but will most likely
become a standard reality within the next few years.

5. 5
You’re planning a vacation to Cuba with your friends. While you’re using a travel
app to read hotel reviews on your Smart TV, another friend looks up flights on his
Android phone. With multiple windows open on the TV, you’re watching The Big Bang
Theory at the same time. When your friend finds a good deal, he swipes upwards to
“throw” his findings onto the TV alongside the multiple on-screen windows for all
to see. You decide to book both your hotel and flight right there, simultaneously.
Another friend wants to go scuba-diving once you’re there, but you’re unconvinced (Are
there sharks in Cuba? Google it while he’s talking.) From his tablet, he throws a scuba
video he took last year in Jamaica onto the Smart TV screen, pausing Big Bang to share his
experience. Alright, looks like fun. You toggle back to the travel app and book some lessons.
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6. 6
YourwifeandsonarewatchingDespicableMeonthemainpartof theSmartTVscreen,whileyou
draft up an email in a smaller window. Halfway through the film, it’s time for hockey practice.
As they get dressed, you speak to your TV (it has voice recognition) to set the house alarm,
lower the thermostat, enter the arena’s address into your GPS and start warming up the car.
Once in the vehicle, the car’s entertainment system picks up the GPS address and starts
navigation mode, while Despicable Me picks up on your wife’s tablet exactly where
it left off so they can keep watching the movie from the back seat. During the second
intermission, you finish the email draft you started writing on the Smart TV earlier that
night. As you drive home, the Smart TV detects your location to warm up the house
as you get closer to home. You all finish the rest of your movie before going to bed.
HOME
Fay Ice Rink
attachments
To: martell@paradaandsokov.com
WRITE
From: jeanb@paradaandsokov.com
Hi Martell,
I was wondering about that place we all went to with our family last Christmas. What was it
called? That cabin near the private lake? I was thinking we could go again this year but on us a
6.30PM
january 1st 2015
Cold & Snow
-20c
Disarmed
Arm Instant
Stay Disarm
18c
AWAY MODE
Rooms
Set Time
Auto Away
Set Schedule

7. 7
You’re watching a hockey game (Canadiens winning against the Bruins, obviously) on your
Smart TV. During a commercial break, you hear a song playing in an ad that you really enjoy.
You quickly open up Shazam in a second window to identify it, then over to the Play Store to
purchase the album. When play resumes, you get a push notification on your mobile phone.
There’s a limited-time special on Carey Price jerseys for people watching the game.
Could make a great Christmas present-- you throw it onto the TV screen to get a
closer look at the shirt quality before making the purchase. During intermission,
you toggle to your music player (connected to your surround-sound system) to
listen to the album you just purchased. As the game ends with a Canadiens shut-
out , you vote for Carey Price as the 3-Star play of the game from your mobile device.
TRO ABE 3rd 18:52
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Top 10
Most Liked
Baby's
First Noel
Miss Baba Trust-TeeX-Mas
Carols
Wow-Z
Fumdord &
Sons
Knife Sisters Blues SistersSnowy NightsBright Stars
1. Far Away - 2.30
2. Beats - 4.15
3. Gail Force - 6.50
4. One Night - 4.20
5. Slice - 3.45
Now Playing
Knife Sisters
from : Running running
"Far Away"

8. 8
These imagined scenarios are very real possibilities of what you could be
experiencing in the near future with the Smart TV boom. The barriers between
broadcasters, advertisers, content creators and app developers are being
blurred by the ever-improving technology, which will create some amazing
opportunities for enterprises and users alike.
For that world to exist and function properly – the Smart TV ecosystem has to be
open to innovative development, and the applications that companies hit the
market with need to be excellent.

9. 9
THE PENDING SMART TV
APP WAR
App developers and brands are aware of the value of having their app on the front page of someone’s mobile phone. It’s not an easy position to earn, and only
the best mobile applications retain those spots. People in the United States currently spend just under seven and a half hours consuming screen media every
day, 34% of which is spent on smartphones and 33% in front of televisions2
.
Since the development of SmartTV technology essentially bridges the gap between mobile and TV, the average time spent on app-capable devices will be explod-
ing to over four hours a day. With the projected global app revenue predicted to jump to 92 billion dollars by 20183
, it’s not difficult to see the value of having an
attractive application on the home-screen of someone’s SmartTV.
However, app users are notoriously harsh critics and have little patience for bugs, glitches and lagging. In fact, 20% of users only open an application once- and
60% who don’t return to an app within a week, never return at all4
.
In addition, with SmartTVs costing several thousand dollars, versus mobile phones which cost a few hundred, consumers will likely only be upgrading their tele-
visions once every three to five years. This means that companies with high-quality applications that earn spots on the home-screen of a SmartTV can expect to
locked in with a consumer for a very long time.
The real estate of a TV screen will be extremely valuable for a multitude of companies, and the competition to earn those limited spots will be fierce. Most for-
ward-seeing companies have already started development on SmartTV applications, and others should follow suite if they want to take part in this new, lucrative
environment.
There’s no doubt that the TVs we’ll be seeing in the near future will be smart- but what’s needed to make them truly intelligent is a high-quality, thoroughly-de-
veloped and open ecosystem of content and applications, as well as smart communication with all connected home systems.
Right now it’s about SmartTVs but it’s just a step towards a bigger war for the entire home.

10. 10
ABOUT SOLUTEO
Founded in 2001, Soluteo is a leader in mobile innovation with deep roots in enterprise mobility, security and mission critical solutions. We apply our expertise
in mobile connectivity, complex back end systems and design in every engagement, providing optimized and field-proven solutions that combine exceptional
user experience with leading edge technology across all mobile platforms. Backed by longstanding partnerships with BlackBerry and Samsung, Soluteo delivers
high-performance productivity and lifestyle-enhancing mobile applications for a wide array of clients such as Air Canada, CBC, CBS, iHeartRadio, the McIntyre
Group, NBC, Radio-Canada, Securitas, VIA Rail and Videotron.
1. “Connected TVs Forecast to Exceed 123M Units in 2014” Display Search.http://www.displaysearch.com/cps/rde/xchg/displaysearch/hs.xsl/110425_connected_tvs_fore-
cast_to_exceed_123m_units_in_2014.asp
2. “Internet Trends 2014 – Code Conference”, Mark Meeker, Kleiner Perkins Caufield Byers
http://s3.amazonaws.com/kpcbweb/files/85/Internet_Trends_2014_vFINAL_-_05_28_14-_PDF.pdf
3. “Tablets Will Generate 35% of This Year’s $25 Billion App Revenue; Expected to Surpass Smartphones by 2018”,ABI Technology Market Research https://www.abiresearch.
com/press/tablets-will-generate-35-of-this-years-25-billion-
4. “How to Win in the New App-Driven World” – Bryn Adler,Localytics http://info.localytics.com/blog/infographic-how-to-win-in-the-new-app-driven-world
References

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