IPTV@IBC2009 Special Report
IPTV operators have a real opportunity to differentiate themselves with a more
personalised and connected TV experience, and to then lead the market for
convergence-based television. The arrival of open and flexible IPTV solutions
means they can develop the necessary services quickly and cost-effectively.
From HDTV to VOD, multi-screen and content anywhere, the cost of IPTV
Alan Delaneyownership is falling. , IPTV business development director, EMEA &
APAC, Tandberg Television, part of the Ericsson Group, reports.
Reducing the cost of
PayTV leadership
he key to IPTV success is market, and the benefits that more incorporates multi-screen services in
delivering a better Pay TV flexible applications and software the home, place-shifting & eventually
service than cable and development bring to operators. It is ‘Any Platform to Any Device’.
satellite rivals while increasingly clear that to encourage This vision is both possible and
minimising the total cost of innovation and drive prices affordable today, partly thanks to our
T
The key to
ownership for television. downwards, IPTV ecosystems need to determination to harness standards in
Operators need great HDTV, VOD and
IPTV success
encourage vendor competition and IPTV. Standards overcome the
time-shift services and they should
is delivering
champion operator choice. These are limitations that ‘vertical’, non-standards
enable content on every screen as
a better Pay
three of the building blocks for the solutions are placing on this market by
part of an increasingly personalised TV
TV service
Ericsson IPTV Solution and they are an making it easier and cheaper to deploy
experience. The challenge is to important reason why we are making new applications and then maintain
than cable
introduce services and applications it possible for every IPTV operator to them. They make it easier to add
that are not just exciting, but which and satellite deliver the Individual TV Experience. support for multiple suppliers and
improve the bottom line.
rivals while
enable third-parties to create add-on
IPTV operators need to bring services
minimising
The Individual TV Experience applications without substantially
to market quickly and customise them
the total cost
modifying the IPTV network. They also
according to local market needs. They
of ownership
The Individual TV Experience is the stimulate economies of scale for
need to maximise Average Revenue future of IPTV - a service concept essential components.
for
Per User by making it easy for people identified by Ericsson Consumer Lab In future it is going to be increasingly
to access new features and offers.
television.
through research covering 35,000 important that TV applications can
Operators must also be able to meet people worldwide. It recognises the interact with other operator
consumer expectations for services that need for TV that is increasingly subsystems to enable convergence
exploit the convergence of TV, personal, which enables people to features like on-screen call notification
broadband, voice and mobile. control what they watch, when they and PVR management from a mobile
For these reasons there is a growing watch it, and which devices they device. Standards implementations will
interest in the impact that open watch it on. It also acknowledges the encourage this type of innovation.
standards are having in the IPTV desire for TV services that connect
consumers to everything they care Harnessing open standards
about. It creates the environment
where people can communicate, Ericsson and Tandberg Television is
share, view and even produce content successfully harnessing standards to
through their television service - all at drive down the cost of ownership for
the same time on any device. IPTV. We have been instrumental in the
The Individual TV Experience takes development of the Open IPTV Forum
for granted the need for high quality (OIF), a pan-industry initiative with
video services and the need to give nearly 60 members that produces end-
consumers value for money. It to-end specifications for IPTV. We also
provides operators with a logical actively participate on the ATIS IPTV
roadmap for service development from Interoperability Forum (IIF) to ensure
multi-channel TV to multi-stream HDTV compatibility across IPTV standards
and from movies-on-demand to time- bodies. Ericsson is a key participant in
shift TV, including network PVR. It the IMS ecosystem and an IMS (IP
S16 l ibe l OFFICIAL GUIDE TO IPTV@IBC2009 september/october 2009 l www.ibeweb.com
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