HP_BrianLevy.ppt

1 18 April 2007 NAB2007 - IPTV World Forum

2 18 April 2007 NAB2007 - IPTV World Forum© 2007 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice

Monetising IPTV

Brian LevyVice President and CTO

Communications. Media. Entertainment.


IPTV what is it ?• IP TV is not about the TV

• IP TV is not about the internet protocol

• It is about expanding the world of digital entertainment

• To be meaningfull it must add something new, but what is the WOW factor ?

4

IP TV can enable mass customisation

• Mass Customisation is the customisation and personalisation of products and services for individual customers at a mass production price

• In the past telecommunications, broadcasting, and advertising were mass produced services….

5

IP TV needs to fit Into the evolving world• The World of digital content, is

just beginning….

• Millions of consumers now download digital music and video is on the way

• Studios are rethinking their models re. distribution across, Cinema, DVD, Cable, Internet

• Regionality is becoming obsolete

• Traditional TV companies are going on line

• Broadcasting and the internet are converging

6

• iMP is an application in development offering UK viewers the chance to catch up on TV and radio programmes they may have missed for up to seven days after they have been broadcast, using the internet to legally download programmes to their home computers. iMP uses peer to peer distribution technology (P2P) to legally distribute these programmes.

• Seven days after the programme transmission date the programme file expires (using Digital Rights Management - DRM - software) and users will no longer be able to watch it. DRM also prevents users emailing the files to other computer users or sharing it via disc.

• The initial trial service is now closed, however, discussions are continuing regarding a full launch

7

ABC launched its streaming video service, offering a two-month trial that lets you stream full episodes of Desperate Housewives, Lost, Alias, or Commander-In-Chief for free.

It gives you a "full screen" option that shows you a standard-definition stream in a 700x390 window, you can't pop it full screen, and you can't avoid the commercials;

But there are limited commercial breaks, and there's a neat trick that lets you skip one of the commercials for the next, only sentencing you to a 30-second commercial break between segments where you can switch between the commercials of your choice.

8

“Television” over the Internet• Niklas Zennstrom and Janus Friis have been talking about the idea

behind Joost™ for a long time - even before their last venture, Skype.

• Joost™ is a new way to watch TV, free of the schedules and restrictions that come with traditional television. Combining the best of TV with the best of the internet, Joost™ gives you more control and freedom than ever before - control over what you watch, and freedom to watch it whenever you like.

9

The first IP TV services are coming to market• Swisscom's Bluewin TV service

offers over 100 TV channels and more than 70 radio channels, over 500 top films (on demand), live sports coverage and up to 30 Teleclub channels.

• At the touch of a button users can search for and record programs, select for later viewing or pause programs during transmission. Customers are free to decide what to watch and when.

• All you need is a phone line with broadband Internet access. Swisscom's launch of Bluewin TV is in line with the company's "Triple Screen" vision (television viewing on a TV set, computer and mobile phone). Bluewin TV is delivered over a VDSL or ADSL network.

18 April 2007 NAB2007 - IPTV World Forum


is it about devices or you ?• How many accounts do we need to reach Leo today ?

• How many systems do we have behind the services Leo uses in one day ?

• Do we converge to Leo or to his device(s) ?

• What do our operational systems really know about Leo ?

• Do we know Leo lives with Lea ?

work homelifestyle

LEO 8:00am LEO 10:00am LEO 12:00pm LEO 4:00pm LEO 8:00pm


a network converging to Leo, Lea and …

Devices

Music Video

Work Voice

Home Voice

Games

Home Email

Work Email

Home IM

Home SMS

Home Voice Mail

Individual

Work Voice Mail

Work IM

Devices

My Communication

My Entertainment

My

Persona

My

Communities

Complex & Separate Simple & Integrated

Discrete

Connected


monetizing IPTV

• It is more than the TV

• It is more than just at home

• ‘ON the network’ and ‘IN the network’ coexist

• It is download and online as well

• There are new associated value chains

− Click to action

− Interactivity

− Personal TV

− Personalized TV

• Enable communities to increase loyalty


advertising•advertising today is

evolving from the mass production past to the mass customisation future

•It will become personalised

•It will move from static to interactive

•It will become cross device & network

•IP TV offers a great platform for this evolution


blending services and other connected devices• It is no longer about STB, mobile phone or

PC

• It is about many network connected devices− The connected Television− The connected Media Player− The connected Camera− The connected Games Payer− The connected Computer

• and it is about services crossover that blend the quality of experience

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So..• I think we may be thinking too narrow

about “IP Television”

• It’s more than the just TV

• It’s more than just at home

• It’s download and on line as well

• It’s part of a wider picture of evolution

• There new associated value chains −Click to action−Interactivity−Personal TV−Personalised TV

• The new world is from the homogenized TV for the masses of today to digital entertainment and communications for the individual. Available wherever I am, now…


Our promise

To enable the new world of mass

customised digital entertainment across many networks and devices to deliver a

complete, meaningful, and simple quality of

experience to the customer


an integrated approach to managing IPTV

LEO 8:00am

LEO 10:00am

LEO 12:00pm

LEO 4:00pm

LEO 8:00pm

access

Connectivity Service

Value Added Service

core

work

hom

elife

style

sport coverage

hosted application

internet

location

nPVR

IPTV

media sharing

voip

mail

value added service platforms

challenges• Time to bring new services to market

• Service complexity

• End User Experience

challenges• Visibility across all domains

• Cross domain correlation

• Quality of Service

• Quality of Experience

gaming

alerts


service instance lifecycle

serv

ice o

ffer

lifecy

cle

resource lifecycle

resource trouble &

performance management

service configuration

&activation

resource maintenance &

optimization

resource provisioning

resource strategy &planning

resource data management

sales & ordering

service change or

termination

service quality & problem

management billing & collections

service offermonitoring

service strategy & planning

service evolution or retirement

BUSINESS

PLAN OPERATEDELIVER

resourcedevelopment

& delivery

service development &

delivery

monetizing via true IPTV lifecycle management

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It’s all about the quality of the experience delivered

•The quality of the total experience is the new measure

•Monetising IP TV cannot be done in the context of today’s television

•In the new world the customer will be at the centre and not the device

•New technology will be required to span services across many devices and networks

•HP is working with leading companies across the whole content value chain to develop these and help build the business relationships required for the future

20 18 April 2007 NAB2007 - IPTV World Forum© 2007 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice

Thank You

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