Disclaimer 7 Preface 8 Preface NSN 9

Transcription

1 1 Disclaimer 7 Preface 8 Preface NSN 9 2 Introduction 2.1 Overview & Definitions Broadband Internet Interactive TV (itv) Internet Protocol Television (IPTV) WebTV Study Objective 3.1 Scope Selected IPTV and itv Solutions Selected WebTV Solutions Broadband Video and Digital TV Today 4.1 The Changing Business Models of TV / Challenges to TV Distribution The Traditional DVB Platforms: Cable, Satellite, DTT New Ways of Re-broadcasting: IPTV and MobileTV IPTV Mobile TV Hybrid TV - The Present Future 5.1 Technology Basis for WebTV Services Overview of WebTV services Ensuring Quality of Service Home networks Conclusions Open Internet or Walled Garden: Future Impact on the CE-industry Overview: Open Internet on TV and Mobile Phones Today Video, Internet and Applications on TV

2 5.2.3 The future impact on the CE industry Bottom Line Hybrid TV Best of both Worlds 37 6 Market Systematics 6.1 Business Models and Perspectives for IPTV IPTV Roll-Outs: An International Overview Overview: IPTV in Europe Telco Incumbent s IPTV Progress The Challengers: Alternative Carriers or Regional Networks Belgacom TV: Example of an IPTV Platform in Its Second Year US Market Overview The Difference Between Telco TV and OTT Video The U.S. PayTV Competitive Landscape The Effect of Price on Consumer Interest in TelcoTV How is TelcoTV Faring in the U.S. Today? Availability and Use of Online Video The Emergence of OTT Operators Consumer Interest in ipaytv Services BBV Growth versus Telco TV Growth Conclusion General Marketing Pricing & Packaging Marketing to Existing Customers Conclusions Business Operations 2.0: Up-selling and Increasing ARPUs Setting the Scene: What Cross- and Up-selling is About Towards a Cross-/Up-selling Engine for IPTV Summary Advertising Concepts The Threat to TV Advertising TV Video Advertising in Times of On-Demand

3 6.4 Usability Challenges Introduction Target Populations Setup and Configuration Navigation and Orientation Remote Controlling EPG: Information Inflation on Limited Screen Space Future Areas of Research Methodology of the Study 7.1 Evaluation of IPTV Platforms The Output Assessment Instrument Evaluation of Products & Services Evaluating Implementation Quality Aggregation of the Final Results Result of the Benchmarking IPTV Study 8.1 Leading IPTV Platforms Alice HomeTV (Telecom Italy, Italy) BelgacomTV (Belgacom, Belgium) BesTV (China Telecom, China) FastwebTV (Fastweb, Italy) FiOS TV (Verizon, U.S.A.) Freebox TV (Free, France) Imagenio (Telefonica, Spain) MOD TV (Chunghwa Telecom, Taiwan) Neufbox TV (Neuf, France) Now TV (PCCW, Hong Kong) Orange TV (Orange, France) T-Home (Deutsche Telekom, Germany) Tiscali TV (Tiscali, United Kingdom) U-verse (AT&T, U.S.A.)

4 8.2 Evaluation Criteria: Products & Services Best Practice Samples Configuration and Setup Video on Demand EPG Communication Services Walled Garden Offering Advertising Concept Evaluation Criteria: Implementation Quality Best Practice Samples Functionality Usability Content Branding Summary WebTV and Streaming Video Evaluation of WebTV Services Platform Selection WebTV Evaluation Criteria Aggregators YouTube MyVideo Joost Blinkx BBTV Platforms Brightcove Kyte Broadcasters, Producers & Rights Owners Videojug MTV.de WebTV: Vertical Disruption in Times of Web WebTV: Reassessing Potential for Value Creation

5 8.5.2 Top-Tier Type of Content:Positioning in a Platform Driven Environment Second-Tier Type of Content: Growing Maturity for Business Designs Independent, Niche and Prosumer Content: Platforms Coming of Age Summary 9.1 Consumer Perspective IPTV or WebTV: Who will be the King of all ITV Approaches? Additional Value vs. Time and Money Budgets Outlook and Recommendations Appendix 10.1 Company Profile - thebrainbehind GmbH Author Team Fact Sheets Alice HomeTV, Italy BelgacomTV, Belgium BesTV, China FastwebTV, Italy FiOS TV, USA Freebox TV, France Imagenio, Spain MOD TV, Taiwan Neufbox TV, France NowTV, Hongkong OrangeTV, France T-Home, Germany TiscaliTV, UK U-verse