feature iptv
Redefining the IPTV
consumer experience
The digital natives are growing up. As their buying influence grows,
Pay TV operators must deliver the personalised entertainment and
multi-screen experiences they crave. IPTV needs to look at its
network and services infrastructure again, harnessing
television/mobile/broadband convergence to redefine television.
Alan Delaney, IPTV business development director, EMEA & APAC,
Tandberg Television, part of the Ericsson Group, reports.
D
uring the last five years convergence. This is the basis for ‘TV position. They need further service
there has been a that is personal’ and ‘TV that connects differentiation to sustain continued
revolution in multimedia me to everything’ - two of the desires growth momentum anyway, and in
consumption, occasionally we identified during extensive many cases they have a strong mobile
brought to prominence by consumer research at Ericsson heritage, and that will be an
headline figures for Consumer Lab, which interviewed advantage.
Internet video downloads and the 35,000 people in 25 countries. Those Mobility will be an important part of
growth of social networking, etc. demands, and the need for TV that is IPTV development. Mobile broadband
Young consumers - the so-called high quality and worth the money, will have a telling effect on the whole
‘digital natives’ - have been watching contribute to what we call the multimedia marketplace as HSPA
less linear broadcast TV and more on- Individual Television Experience. Evolution delivers upwards of 21Mbps
demand content on television, PC and The Individual Television Experience and LTE makes 150+Mbps broadband
mobile. They have been pursuing
Service
accepts that people increasingly want possible over cellular networks. By
converged entertainment and
communication experiences that are
providers...
to consume content on their own 2013, there will be well over three
sometimes solitary but often sociable,
have to
terms, free of broadcaster schedules, times as many mobile broadband
on multiple screens - anytime and subscribers as fixed broadband
and always built around personal
enable
anywhere. It also recognises the desire (internal Ericsson forecasts). Consider
content preferences. fixed/mobile of people to connect with friends and the potential for fixed/mobile service
The impact on the television industry
convergence
peers through any available means. convergence in this environment.
would have been greater if the digital
and
To meet these needs, all service Research company IDC questioned
natives were older. While their
influence on household multimedia
television/
providers will have to adapt their 1000 consumers aged 12-35 and 750
choices has grown, few have been
broadband
networks and delivery technologies. As IT managers from the US, Italy, UK,
cable and then satellite operators Australia and South Korea and found
making the purchase decisions when
convergence.
evolve into integrated service that one-fifth would pay for access to
choosing a Pay TV or triple-play This is the providers, with Voice over IP and all multimedia content from any
provider. That is going to change. As
basis for ‘TV
mobility via partnerships or even device, anywhere. IDC’s independent
more digital natives become heads-of-
household, and as older consumers
that is
networks of their own, we expect Global Multimedia Report, published in
adopt more personalised
personal’ and
them to deliver the Individual 2008, predicted dramatic expansion of
Television Experience. But telcos will convergent multimedia services
entertainment habits, the television &
‘TV that
lead the way. As late entrants in the through to 2011. These services are
communications landscape will alter. connects me Pay TV market, they have most to gain access-agnostic, with a mobile and
Service providers must still deliver
to everything’
from early deployment of the fixed component offered by a single
great television. That includes HDTV, technologies that make this new service provider over a converged
VOD, PVR and network time-shift consumer paradigm possible. network infrastructure. IDC reckoned
services like start-over TV. But they will There is an opportunity for IPTV these were worth less than US$100
also have to enable fixed/mobile providers to revolutionise the triple- million in 2008 but said they will value
convergence and television/broadband play market and take a leadership nearly US$3.5 billion by 2011.
20 l ibe l January/February 2009 l www.ibeweb.com
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