Digital TV Outlook 2009: The Three Screens Challenge
Successfully adapting content to multiple platforms - a review of best practice examples
Sebastian BeckerManaging Partner
[tbb\*] DTV Outlook 2009: Content on Multiple Platforms 2
Company Profile
[tbb\*] works with an international network consisting of experienced experts, and can thus
combine local experience with state-of-the-art know-how in all parts of the broadband
video value chain. This global, 360° overview and the first-hand experience from a lot of
projects put us in a unique position to get from international best-practice research to
conclusions for product development and strategic decision making for our customers.
Our areas of work are:
Market Research, international know-how transfer
Business Development & Market Entry Strategies
Corporate Development and Corporate Funding
Studies and in-depth Analysis
Marketing- / Sales Campaigns for Digital TV / PayTV and related Services
Project and interim Management
Workshops & Conferences
Format- / Applications- / UI- & Marketing Trendscouting and Benchmarking
Product Development & Specification for CE devices & Cross-Platform Services
Dec 10 2008
Introduction [tbb\*] 3
[tbb\*] Partner Netwerk: Covering all major media markets and all areas of expertise along the value chain, ranging from rights acquisition to interactive advertising or technical specifications
Dec 10 2008
Cross-Platform Content DistributionStatus Quo
5
We‟re obviously in a transition phase – on the way to the ubiquitous internet
Internet will be the technical backend and the archive that feeds most media anddevices, although they might be limited to some extent (memory or display-wise)
(De-facto-)Standardization leads to ‚broad„ and relatively open platforms, forwhich services can be developed by third parties
Devices get smaller, faster and cheaper – leading to new services depending on (new) usage of the devices
But:
Hardware is still expensive (in addition to customer acquisition cost /marketing) –and gets old relatively fast – so planning a platform is risky and the time to launchit critical. Delaying a project may mean to create e new Neandertal
The Internet leads to a growing fragmentation of the (service) market
Finding the right partner with a critical mass of consumers on their platform iscritical – but services have to be close to being state of the art, if not, consumersmight just go elsewhere
[tbb\*] DTV Outlook 2009: Content on Multiple Platforms Dec 10 2008
Media Convergence: Which Dimensions are there - Really?Dimension 1: Platforms (Transmission + Hardware)
Platforms
6
CATV
Convergence of
Platforms I
+ = HybridTV
(STB)
Convergence of
Platforms II+ = HybridTV
(TV Set)
New PlatformsInternet of
Things
[tbb\*] DTV Outlook 2009: Content on Multiple Platforms Dec 10 2008
7
Stand-alone
Services
Service meaning Place Shifting
Inherent Value
of Service
Service meaning Time Shifting
Recording /
Storage (PVR)
Home Networking / (Remote) Control
Slingboxing
EPG
MobileTV
Brand
Portals
Radio
Thematic Portals / Walled Garden
Search
On-demand
Content
e/T-Commerce
Gaming
Media Convergence: Which Service Dimensions are relevant?Dimension 2: Services
Content made for
Mobile / Web
Social (Video)
Communities
[tbb\*] DTV Outlook 2009: Content on Multiple Platforms Dec 10 2008
Location based
services
Premium Content
Mobile Internet
HDTV Advanced Advertising
Telephony
Broadband Internet
Personalized Services
Cross Platform Convergence Example iPhone - creating hardware convergence
8
Zur Anzeige wird der QuickTime™ Dekompressor „“
benötigt.Remote
Application
Intelli
Remote
moreTV
Web App
Tivo Web App
Xbox Web App
Hardware Function-- control your media on itunes and on Apple TV
-- control your air tunes speaker
--control media on your Windows PC or your Windows Media Center
-- search the EPG
-- start recordings
-- Watch pictures from your PVR
- control media serivces like VoD on your (modded) XBox
(Remote) Control
[tbb\*] DTV Outlook 2009: Content on Multiple Platforms Dec 10 2008
Cross Platform ConvergenceExample iPhone - creating service convergence
ApplicationService
iPhone PC / MACFunction
-- Log into your IM account (Skype, MSN, ICQ, Google Talk...) write messages or make VOIP calls (over WIFI)
fring
-- log in and use your favorite social network (facebook, studiVZ, myspace...)nimbuzz
--take text, voice or photo notes with your iphone and have them instantly updated on your PC / Mac
Zur Anzeige wird der QuickTime™ Dekompressor „“
benötigt.
evernote
[tbb\*] DTV Outlook 2009: Content on Multiple Platforms Dec 10 2008 9
Mobile Internet
10
The Example of Orange: Becoming an Entertainment Provider
[tbb\*] DTV Outlook 2009: Content on Multiple Platforms Dec 10 2008
Premium Content
N O V I D E O
To see the complete presentation with video content
please contact Daniela Arnold ([email protected])
N O V I D E O
To see the complete presentation with video content
please contact Daniela Arnold ([email protected])
CatchUP TV (Orange TV, France):This MUST be multi-platform in the future
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CatchUP TV
HDTV Marketing(Sky, UK)
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HDTV
N O V I D E O
To see the complete presentation with video content
please contact Daniela Arnold ([email protected])
HDTV Marketing(Dish, USA)
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HDTV / PVR
N O V I D E O
To see the complete presentation with video content
please contact Daniela Arnold ([email protected])
N O V I D E O
To see the complete presentation with video content
please contact Daniela Arnold ([email protected])
The TV Revolution(Virgin, UK)
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On-demand Content
VoD (Vudu, USA)
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On-demand Content
N O V I D E O
To see the complete presentation with video content
please contact Daniela Arnold ([email protected])
Internet VoD (Sky, UK)
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On-demand Content
N O V I D E O
To see the complete presentation with video content
please contact Daniela Arnold ([email protected])
VoD & Home Networking: unsuccessful. But: Great User Interface(AppleTV, UK & elsewhere)
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N O V I D E O
To see the complete presentation with video content
please contact Daniela Arnold ([email protected])
Internet VoD (Microsoft X-Box, UK)
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On-demand Content
N O V I D E O
To see the complete presentation with video content
please contact Daniela Arnold ([email protected])
MobileTV (Foxtel, Australia)
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MobileTV
N O V I D E O
To see the complete presentation with video content
please contact Daniela Arnold ([email protected])
MobileTV / Quad Play(Fastweb, Italy)
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Mobile Telephony / Quad Play
N O V I D E O
To see the complete presentation with video content
please contact Daniela Arnold ([email protected])
Content PortabilityStore TV content on USB stick (FetchTV, UK)
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Download / Storage
N O V I D E O
To see the complete presentation with video content
please contact Daniela Arnold ([email protected])
What is needed: Customer Profiles(TiscaliTV, UK)
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EPG / On-Demand Content
N O V I D E O
To see the complete presentation with video content
please contact Daniela Arnold ([email protected])
The BBC is actively marketing and rolling out their free VOD service „iPlayer‟ (developed by Siemens) successfully: More than 700,000 downloads per day
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iPlayer on Virgin Cable
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CatchUp TV
N O V I D E O
To see the complete presentation with video content
please contact Daniela Arnold ([email protected])
But not everything is really working if you adapt content to another platform. At least not if the technical environment is not state of the art - and neither is the imagination of project managers
25Dec 10 2008
Thematic (Video) Portals – on Imagenio, Spain
[tbb\*] DTV Outlook 2009: Content on Multiple Platforms
N O V I D E O
To see the complete presentation with video content
please contact Daniela Arnold ([email protected])
New Platforms: „Walled Garden TV: Hybrid TV sets (Philips et al.)
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Thematic Portals / Walled Garden
Cross Platform Convergence – Major Trends
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Most Platform Operators and Device Manufacturers are working on „hybrid Devices‟ and corresponding services >> Trend to TV2.0
New market entrants try to get a piece of the cake, like formerly „passive‟ CE / TV set manufacturers
Problem: Operator-backed rollout is needing a lot af Capex, a scenario that is critical these days, while seeding new platforms via retail might end up in not managing to establishing it as a mass market platform that is generating revenues, e.g. via advertising
While new technologies (like DVB-H, PVR) allow for new services, thecombination of existing technolgies (DTT-enabled mobile phone, DVD recorder) might cannibalize these possibilities, if it suits the industry better
Hybrid Services (based on corresponding STBs) will be the major sector ofgrowth in the coming 2-3 years, since they are cheaper to roll-out than e.g. full IPTV and service development is faster and more flexible
[tbb\*] DTV Outlook 2009: Content on Multiple Platforms Dec 10 2008
Cross Platform Convergence – Major Trends
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These trends and their implicationsas well as the conclusion forexisting platforms like IPTV aresummarized in our latest study:
„Global IPTV Benchmarks –
The Future of Broadband Video“
(3rd Edition, 209 pages)
Published last week, it isavailable at the counter for a reduced price
Technical Platforms and their cross-platform dimension :Doing it is not equalling success (see Premiere)
P7S1 / 1und1 maxdome
Premiere
France Télécom / Orange
UPC
+ From
2009(?)+
+CATV
+ + +
++ + +
CATV+ +
Sling
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And although these products have their strengths and weaknesses, the trend towards a multi-platform world is irreversable
Tiscali TV
+
+
TiVo
CATV
BSkyB HD
+ + From
2009
Apple TV
+
+
+
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Hybrid Services (Maxdome, Germany):The Internet Entertainment Revolution?
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Triple Play „Services‟ may still be dominant in marketing… (Starhub, Singapore)
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Triple Play
N O V I D E O
To see the complete presentation with video content
please contact Daniela Arnold ([email protected])
[tbb\*] DTV Outlook 2009: Content on Multiple Platforms Dec 10 2008
…but more interesting are Hybrid Services(neuf, FRA)
33
Recording / Download / Storage
Technical Innovation:Place Shifting à la Slingbox
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Slingboxing
35
Clip&Sling: New Service Introduction is still… complicated.
[tbb\*] DTV Outlook 2009: Content on Multiple Platforms Dec 10 2008
Slingboxing & Social Video Community
TV 2.0 and new cross-platform opportunites
TV will more and more becoming an open platform
New Applications are accelerating the non-linear meta-trend in content consumption and are strengthening the viewer. It„s about choice.
Great content choice, seamless cosumption on various platforms and devices, regardless of time and place
Personalized content and virtual channels
Easy of use for the viewer, but problem of search across growing amounts of content
Brand extensions in the UI
Targeted Advertising, interactive and measurable
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Trends in Media Consumption:Internet and TV: Boundaries are Blurring
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What is Microsoft thinking?Consumer Research ‐ 26 Tested Scenarios
Enhanced TV
Shows Enhanced with Website Content
Enhanced Sports
Enhanced News
Personalization
Personal homepage & recordings views
Personal Content Displays (multi-views)
Personal Channel/Brand Adjunct “channels”
DVD‐enhanced VOD
Personalized Sidebar Overlays
Recommend to a Friend
Content
Receive Channels out of Area
Web Service <> TV Connectivity
Easy purchasing thru TV
Receive Channels out of Area
Yellow Pages
Photo Sharing
Interactive Maps & Real time Traffic
Streamed Radio
38
Mobility
Transfer from DVR to mobile device
Telephony Services
Caller ID / Voicemail
Video Conferencing
Communication Services
Email on TV
Access web video sites on TV
View & modify social service pages
Miscellaneous
Chat on TV SMS/IM on TV
Networked Casual Games
Home Security
Karaoke
[tbb\*] DTV Outlook 2009: Content on Multiple Platforms Dec 10 2008
39
Hybrid Services:Example tvBuddy
Dec 10 2008[tbb\*] DTV Outlook 2009: Content on Multiple Platforms
Thematic Portals / Walled Garden
Up next:Cross-Plattform Sales of Digital Content (MPTV)
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T-Commerce / Download
Brand Portals: HondaTV in the UK… (by Zype)
[tbb\*] DTV Outlook 2009: Content on Multiple Platforms Dec 10 2008
Brand Portals
Brand Portals: HondaTV in the UK… (by Zype)
[tbb\*] DTV Outlook 2009: Content on Multiple Platforms Dec 10 2008
Place Shifting
…combing CRM and T/eCommerce (by Zype)
[tbb\*] DTV Outlook 2009: Content on Multiple Platforms Dec 10 2008
Place Shifting
New Trends: On-thy-Fly-Channels WebTV Integration (NDS)
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Social / Web Video turn to (pseudo-linear) Channels
Neue Trends: Integrierte und personalisierte User Interfaces (OpenTV)
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Personalized Services
Trend PersonalTV (Sezmi, USA)
D
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Personalized Services
Trend PersonalTV (Sezmi, USA)
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Personalized / Communication Services
Branded On-Demand Platforms (Fastweb, Italy)
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On-Demand Content / Brand Portals
Important: Modern and functional User Interfaces
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Especially if we think about HD
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But: Less complexity is more important than the best user interface – so Joost gave up their stand-alone application and is now browser-based
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Conclusion: Interactive Television or Internet services everywhere?
52
With search engines enabling complex search for specific information, the concept of a portal or destination website appears to hold little currency for most viewers. Viewers interested by particular programmes or subjects are inspired more by the specific, than the generic content offered on iTV services
The pervasiveness of the internet is causing viewers to be more critical of TV- based services
Channels producing EnhancedTV or iTV should focus on enhancements which add additional nuances to the linear experience, and do not interfere with the narrative – stand-alone services are not „in‟
Hybrid platforms and services will certainly lead the pack soon –although other business models than selling hardware are still to be found for making these services available
[tbb\*] DTV Outlook 2009: Content on Multiple Platforms Dec 10 2008
Some services will work, because they ARE a service
[tbb\*] DTV Outlook 2009: Content on Multiple Platforms Dec 10 2008 53
Recording / Storage (PVR)
N O V I D E O
To see the complete presentation with video content
please contact Daniela Arnold ([email protected])
Others won„t. At least not in the future: the future has a broadband backchannel
[tbb\*] DTV Outlook 2009: Content on Multiple Platforms Dec 10 2008 54
Gaming
N O V I D E O
To see the complete presentation with video content
please contact Daniela Arnold ([email protected])
And don„t forget:it„s still about the content, stupid…
[tbb\*] DTV Outlook 2009: Content on Multiple Platforms Dec 10 2008 55
Premium Content
N O V I D E O
To see the complete presentation with video content
please contact Daniela Arnold ([email protected])
Contact
[tbb\*] thebrainbehind GmbH
Kaulbachstrasse 36
80539 Munich, Germany
Sebastian Becker, [email protected]
+49-89-8905080
www.thebrainbehind.com
Dec 10 2008[tbb\*] DTV Outlook 2009: Content on Multiple Platforms 56
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