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SUMMARY
Overview
The reference to the Battleground refers to one segment of the larger clash
between the cable, telecommunications and satellite service provider
industries which are actively building out and providing similar consumer
service offerings which provide voice, video and data. Service providers,
primarily those with legacy telephony distribution networks, are utilizing
IPTV technology for all or part of their video delivery system. The promise of
this technology should include acceleration of their ability to deliver
enhanced television services and change the way television is used by
consumers. The Battleground for customer loyalty will increasingly be
influenced not only by the technology deployed, but also by changes in
regulatory policy, the competitive trends in the supply of content, and
demographic changes in population.
IPTV Applications - Enhanced Television Applications as a Battleground for
Customer Loyalty represents a detailed strategic guide and insider view of
the current market changes in the clash between the New Media Titans. It
addresses the role of the traditional media provider (cable, telecom,
satellite) role in delivering enhance IP based services via television. This
publication is a look into the industry direction over the next 24 months and
identifies opportunities for industry opportunities for products, services,
investment, and M&A.
Key Highlights
IPTV and Enhanced Television Applications
- Enhanced television application concepts are not new
- Limited availability of IPTV platforms hurts ability to monetize innovation
IPTV Ecosystem Capabilities
- IPTV Ecosystem components potentially improve efficiency and lower cost of
enhanced application deployment.
- Concerns regarding content security are abating but preventing
reincarnation of the original "Napster" remains a priority
- Competitive platforms (MHP, Tru2Way) address far greater base of users.
Internet delivery to enabled televisions could bypass IPTV providers.
Service Provider Priorities Affect Deployment Timing
- Competition for bundled services leads to focus on core services
- Enhanced applications interesting but assessing consumer value difficult
- Enhanced apps must 'first, do no harm' to core service offering
performance and reliability and should reinforce value of triple play services
Enhanced Applications Potential Varies by Category
- Commercial issues between content and service providers complicate
enhancing premiere national content.
- Personalized information applications provide low hanging fruit
- Web based content can expand localized offerings if secure
- Blended applications provide options that meet competition
- Network based applications provide potential to build loyalty without
complications of content negotiations
Opportunity Expands with Subscriber Base
- Growth of IPTV subscriber base will expand opportunity
- $1 Billion in Economic impact for US Service Providers by 2012
Target Audience
Investment Bankers, Financial Institutions, Hedge Fund Managers, C-Level
Corporate Executives, Business Development, Strategic Company Direction,
Technologists, Ad Networks, Ad Revenue, Content Creators, Content Aggregators,
Content Providers, Media Companies, Cable, Satellite, Telecommunications,
Network Distribution, Networking Companies, QoS and QoE Equipment Providers,
IPTV, ITV, Media Cache Farms, Network Groomers, Video Search Engines. Web
Portals, Web Content Hosting
TABLE OF CONTENTS
- Executive Summary
- The Future was Supposed to be Here by Now
- IPTV Ecosystems Enabling Applications
- IPTV Ecosystem Definition
- Competitive Ecosystems - Digital Broadcast and Satellite
- Over the Top Ecosystems
- IPTV Application Category Definitions
- Service Provider Platform Considerations - Telco, Cable and Satellite
- Quality of Service Priorities
- Market and Competitive Factors
- Security and Privacy - Not all Peers are Equal
- Content Applications - Delivering the Entire User Experience
- Enhanced Television
- Enhanced and Telescoping Advertising
- Widgets/Customized Information Overlays
- Web based Channels
- Blended Applications - Where PC Apps Meet TV
- Personal Media Access
- Interactive Game Channels
- Network Applications - Voice, Video & Data
- Telephony Related Applications (Caller ID; Messages)
- What Does it All Mean?
- IPTV Application Economic Potential
- Content Application Financial Impact
- Blended Application Financial Impact
- Network Application Financial Impact
- Summary Financial Impact for Applications
- Who Wins?
- Who Looses?
Appendix A: Companies Covered
List of Figures
- Figure 1. IPTV Application Ecosystem
- Figure 2. Motorola KreaTV"! Application Platform
- Figure 3. Market Share of High Speed Lines As of June 30, 2007
- Figure 4. Maximum Data Rates by Technology
- Figure 5. US Zip Codes with Multple High Speed Data Providers
- Figure 6. Enhanced Television Example - Ensequence Spike TV Video Game
Awards
- Figure 7. Telescoping Advertising Example 1 - Icon Presentation Etc.tv
- Figure 8. Telescoping Advertising Example 2 - Navigation Options Etc.tv
- Figure 9. Widget Example - Verizon FiOS TV Service
- Figure 10. Texas Hold'em HD Game Example - Accedo Broadband
- Figure 11. HD Sudoku Game Example - Accedo Broadband
- Figure 12. On Screen Caller ID Display Example - Integra5
- Figure 13. SMS Display on TV - Integra5
- Figure 14. On Screen Voicemail Notification Example - Integra5
- Figure 15. On Screen Call Log Display Example - Integra5
- Figure 16. Projected US IPTV Subscribers
- Figure 17. Summary Application Financial Impact
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