Differentiating by Multi-Screen Video
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1 Differentiating by Multi-Screen Video IPTV and On-Demand extensions on Mobile and Over the Top Pedro Menendez-Valdes Multimedia Solutions Business Development, EMEA Dubai, November 14, 2009
2 Contents 1. IPTV or Over the Top TV? 2. Multiple models over the top 3. Why extensions on Multiple Screens 4. Some examples of Multiscreen applications 2 Presentation Title Month 2009 All Rights Reserved Alcatel-Lucent 2009
3 IPTV Service Model Content Providers Content Acquisition (online decoding/encoding) Content Delivery Control & databases TV Channels (offline encoding, storage, content management) Formating & ingesting Delivery Unicast (on-demand) Servers IP Network Watch on TV (public but managed DRM/CAS IP/MPLS/VLAN) On-demand Contents 3 Presentation Title Month 2009 All Rights Reserved Alcatel-Lucent 2009
4 Online TV (over the top) value proposition TV Channels TV Channels DVB-S DVB-T Watch on TV On-demand Contents CDN Internet (not managed) Watch on PMP / Netbook Watch on PC 4 Presentation Title Month 2009 All Rights Reserved Alcatel-Lucent 2009
5 IPTV Basic Business Case Traditional subscription model Subscribers Revenue Pay TV $$$$ VoD / Catch-up TV $ PPV $ Interactive Services $ Communications, Reminders, PVR, pausetv, restart anytime, content sharing, portals) Investment Head end cost ($$) LiveTV platform ($) VOD platform (S) STB ($$$) Operations costs Contents ($$$$) Operations ($) 5 Presentation Title Month 2009 All Rights Reserved Alcatel-Lucent 2009
6 IPTV Basic Business Case Traditional subscription model Subscribers Revenue Pay TV $$$$ VoD / Catch-up TV $ PPV $ Interactive Services $ Communications, Reminders, PVR, pausetv, restart anytime, content sharing, portals) Investment Head end cost ($$) LiveTV platform ($) VOD platform (S) STB ($$$) Operations costs Contents ($$$$) Operations ($) Monetizing the Audience Content Providers Revenue Platform use for a fee (direct CRM) $ Revenue sharing (hosted CRM) $ Advertisers Revenue Targeted $$ Sharing Revenue $ Retailers, Brands Revenue T-commerce $ Audience profiling $ Investment OSS/BSS adaptions to hosted model ($) Audience Profiling ($) Marketing/Recommendations engines ($) Portals, Applications ($) Operations costs Operations ($) 6 Presentation Title Month 2009 All Rights Reserved Alcatel-Lucent 2009
7 Targeted Advertisement Consumer Profiles Hosting Broadcasters Interactive Advertisement Selecting the model: building up a business case Pay TV VoD / Catch-up TV Pay per View Communications PVR, Pause TV Restart Anytime Content sharing Linear Advertisement IPTV TV-online MobileTV 7 Presentation Title Month 2009 All Rights Reserved Alcatel-Lucent 2009
8 Competitive & Infrastructure Dimension Competitive intensity IPTV Low/medium: satellitetv and Cable High: IPTV providers Online TV (Over the Top) Broadcasters ISPs 3 rd parties Portals Network Capacity ARPU Subscriber base Cost of contents Regulation... OnlineTV Competitive Pressure IPTV 8 Presentation Title Month 2009 All Rights Reserved Alcatel-Lucent 2009
9 Online TV extensions: Over the Top contents via satellite Contents is downloaded via satellite DVB-S Watch on TV Watch on PMP / Netbook Content Aggregator TV Channels Video Assets Premium VoD Service (central platform & local hosting centers) Download from satellite Watch on PC 9 Presentation Title Month 2009 All Rights Reserved Alcatel-Lucent 2009
10 Online TV extensions : Over the Top of the mobile infrastructure OTT contents are delivered via 3G or GPRS Combined with downloaded contents or view TV in Smartphones Mobile TV (optionally IPTV to Mobile) Watch on TV GPRS or 3G Content Aggregator TV Channels Video Assets Premium VoD Service (central platform & local hosting centers) CDN optional if U-Tans is not owned Broadband Internet (xdsl, Cable, FTTx, WiMAX, ) Watch on PMP / Netbook Watch on PC 10 Presentation Title Month 2009 All Rights Reserved Alcatel-Lucent 2009
11 Why Multiplatfofm? Content Providers Audience Monetization Video Distribution Web TV Internet PC Internet Personal contents Content Management Advertising Interactivity Communications / IMS IPTV Mobile TV IPTV Network Mobile Broadcast Network Mobile Network Roaming Partners 3G/HSPA/ WiMAX/LTE Unicast Multicast Interactivity IPTV MiTV Rich Media Client End-User Mustiscreen end-to-end integration 11 Presentation Title Month 2009 All Rights Reserved Alcatel-Lucent 2009
12 Content Providers & Consumers Content Providers Maximize reach Reduce delivery cost Secure Delivery fight piracy Consumers Anytime access to media Any screen access to media Quick access to media Multi-Screen is the joint interest of content providers (maximize reach) and consumers (access from any screen, anytime) Network Providers in in a key key position to to enable enable and and monetize the the on-demand Multi-Screen offering. 12 Multi-Screen Presentation Foundation Title Month DR All Rights Reserved Alcatel-Lucent 2009
13 Who is best positioned to enable Multi-Screen? Telco Mobile No Mobile Cable No external CDN cost External CDN cost No external CDN cost External CDN cost Satellite No Mobile OTT Telco & Cable best to enable Multi-Screen, Telco better due to mobile OTT & Satellite players: CDN cost deteriorates business case OTT of a content owner might work content at no cost. But at detriment of existing licensing business into other channels 13 Multi-Screen Presentation Foundation Title Month DR All Rights Reserved Alcatel-Lucent 2009
14 An example: Alcatel-Lucent SmartPhone TV A packaged solution designed, optimized, and available in standalone mode, and also to complement existing TV solutions with the a smartphone Rich Media Experience Existing WebTV, IPTV, CableTV, MobileTV PlatForm SmartPhone TV Network QOS optimization SmartPhone Client IOT/TIP Content aggregation Aggregation Content distribution Handsets and devices 14 Presentation Title Month 2009 All Rights Reserved Alcatel-Lucent 2009
15 Some key features for IPTV 2 Mobile extension 1 EPG grabbing 2 3 Live TV Streaming Remote PVR Management 4 VOD Catalog Push 5 Online Purchase with Trailer 15 Presentation Title Month 2009 All Rights Reserved Alcatel-Lucent 2009
16 Advanced use cases for IPTV 2 Mobile extension 6 Pause on TV, watch on Mobile 2 Live TV Streaming 7 Switchover from 3G to Wifi 3 Remote PVR Management 8 PVR streaming to Mobile 16 Presentation Title Month 2009 All Rights Reserved Alcatel-Lucent 2009
17 Key takeaways 1. The differentiating game is in bundling services over multiple screens 2. A sequenced investment model makes sense, and the evolution speed will depend on: The network capacity The competitive pressure The economic and social landscape 3. Combining best effort and quality delivery models helps to increase the span of attention and optimize the generation of alternative revenues 17 Presentation Title Month 2009 All Rights Reserved Alcatel-Lucent 2009
18 Presentation Title Month 2009 All Rights Reserved Alcatel-Lucent 2009
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