Marketing aspects and business models of new added value services
June 2009
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The IPTV Market
Market Figures IPTV Subscribers (Europe)
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The IPTV Market
Focus on US Cablecos go down, Telcos go up
Source: Screen Digest, 04/2009
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The IPTV Market
HD impact
Comcast most affected by Verizon and AT&T current footprint Company
DirecTV Verizon AT&T Echostar (Dish) Time Warner Comcast
* Major differences between areas
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HD channels
100+ 100+ 100+ 70+ 55* 45*
The IPTV Market
Innovation impact
Innovative IPTV features
Home-networking
First phase whole-home DVR and media extender are already deployed
Integration of Internet and STB features
DVR, bookmark VOD titles, widgets etc.
Advanced EPG features
Picture in picture Advanced search Widgets
Quadra play bundle offers
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The IPTV Market
Main Market Trends Common Business Models
1. Free basic package (Free IPTV):
Basic channels are usually via DTT (hybrid IPTV/DTT box) Premium content relies heavily on VOD ARPUs are low compared to other business models Main aim: complementary service to the broadband business 2-3 premium packages are usually offered, on top of a basic package ARPUs are usually around $22 Main aim: convince customers to upgrade TV package Offered mainly by operators with existing market share Exclusive (and expensive) content deals ARPUs tend to be high
2. Premium channel packages (Amenity IPTV):
3. Full pay-TV service (Premium IPTV):
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The IPTV Market
Main Market Trends
IPTV ARPU (Europe)
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The IPTV Market
Main Market Trends
But
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The IPTV Market
Main Market Trends
IPTV only a small part of the cake
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The IPTV Market
Main Market Trends
costs of operation of a basic IPTV service (6 y)
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The IPTV Market
Main Market Trends Common Success Drivers
Good market conditions (e.g. France) Bundling:
Attractive pricing Includes other markets in which the operator is already present
High broadband penetration:
~90% of IPTV services require a DSL account
Common Inhibitory Factors
Rigid regulation Tough competition from existing cable and satellite operators No sufficient content
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Regulations
Traditional Regulatory Frameworks
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Regulations
Key Regulatory Issues
Licensing
A key question is whether IPTV is akin to other broadcasting platforms and if licensing is therefore required at the network distribution level. Access to incumbent operators networks (telecoms or cable TV networks) is an absolute requirement for alternative service providers in order to offer advanced services such as IPTV. Network neutrality addresses the issue of whether network operators may prioritize traffic for certain services or customers. This is an important question for the provision of internet TV, for which quality of service today cannot be guaranteed. Traditional TV services are often subject to national content requirements in order to promote locally produced content. The issue is whether all forms of TV should be subject to national content requirements or not.
Network Access
Network Neutrality
National content requirements
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Regulations
Key Regulatory Issues
Advertising
For traditional TV, clear advertising rules apply. They regulate, for example, the maximum number of advertising minutes per broadcast hour and prohibit the advertisement of certain products. The issue for regulators is whether all forms of TV should be covered by these regulations and how they would be applied. While foreign ownership of telecoms is commonplace in most countries, foreign ownership of media channels is often restricted. Some TV channels may be considered must-carry, which means that broadcasters are required to include them in their channel portfolio. This typically applies to public service channels funded through license fees. A key question is whether or not new forms of TV distribution should be subject to these must carry obligations.
Ownership
Must carry
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The big challenge
Traditional ad-funded linear-broadcast TV business models are under threat
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PVR & Advertising
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PVR & Advertising
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PVR & Advertising
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Conclusions
Three Essential Silver Bullets for Substantial Market Share Sufficient Market Conditions
Regulation not too rigid Ability to compete with traditional players
Attractive Bundle Offers
Multiple-play bundles Cross-platform & home networking Attractive premium content deals (e.g. la carte)
Rich Content
Exclusive content (e.g. sports rights, exclusive deals) HD content VOD as value-added content offering
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Conclusions
Silver Bullets for Differentiation Once Market Position is Obtained Revenue-Generating Applications
Interactive services
The kind which customers will be willing to pay for (e.g. betting, shopping, trading)
Targeted advertising Personalized offers
What Else?
DVR capabilities
E.g. Multi-room DVR, more storage, home networking
Community applications
E.g. P2P, chats, live talkbacks, viewer recommendations
Personalized UI & EPG
Attractive, differentiating UI
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Thank You!
June 2009 Damien Alliez NDS France, Industry Standards & Collaboration Manager
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