the connected world supplement special report Supplement sponsored by
The demand from consumers for higher quality, greater choice and flexibility in when and where they watch video is becoming well understood and accepted. It is simple logic that offering consumers more of everything, enabling them to maximise their investments in exciting new devices, is compelling. However, while multi-screen TV is compelling, it is not a service differentiator, it does not assure new revenues unless it marks out an experience roadmap that consumers can embrace and integrate into their social and personal lifestyles. What the TV industry and vendors call multi-screen TV today can not just be a new take on the ‘many screen’ mobile TV evolution of recent times. Simon Frost, head of TV marketing at Ericsson, reports.
broadband connectivity everywhere. But most importantly it is the thread that intertwines them with the social and personal lives of the consumer that will see multi-screen TV evolve into new ways of consuming, sharing, and discovering content. This has never been possible before, nor will it be possible to ignore afterwards. Understanding what will set multi-
Multi-screen TV: T
he catalyst for success of video on the move, on any device, is the combination of compelling content, amazing new devices such as smartphones and tablets, and
Simon Frost, head of TV marketing at Ericsson.
enabled. If we say that ‘device + connectivity’ is the new equation for media consumption, then ‘content + experiences’ is the key to linking everything to everything, all critically connected by the cloud.
Connecting consumers
screen TV apart and make it truly differentiated presents many challenges, not just in technology, but also in content rights, marketing and regulation within the established content food chain. The pressure is on for content creators, service providers, and technology partners to understand and maximise this change. Ericsson’s vision of ‘the networked
society’ is broad, but underpinned with a prediction that by 2020 there will be 50 billion connected devices globally. Of these, more than 15 billion are expected to be video
Multi-screen TV is not a service, it is a way of life, an evolution through which everyone will consume, share and interact.
Our Ericsson ConsumerLab research has already confirmed that the Internet has become a necessity in life for all manner of social, practical and leisure experiences. The amount of people consuming content on- demand, every week continues to increase year-on-year. However, scheduled TV or linear TV
still remains at the core of the viewing experience, while recorded programmes, streamed TV and movie content, and downloaded material continue to attract more widespread adoption and acceptance among consumers. Our research also shows that the
daily average for TV viewing hours is steadily growing worldwide. People are multi-tasking in the living room, being together in person, but watching and doing different things.
S18 l ibe l the connected world supplement september/october 2011 l
www.ibeweb.com
They also want to connect their devices to the TV, to maximise the screen potential offered, with the flexibility of the content they have found, stored or recorded. Ericsson‘s vision of ‘the networked
society’ will leverage this connected world, where different devices are all connected to one another and used in their most optimal way, whatever the functionality. A family living in a connected home will be able to find content on the PC, watch that same content on their television, pause the session, and using intelligent bookmarks, resume playback on their mobile device when they leave their house. They may also access social networks to discuss and share their favourite content. This is the future of multi-screen TV and connectivity. As everything becomes connected,
so do consumers through everything they own and do. The potential opportunities are enormous, the threats are also apparent for those that do not adapt. There is no doubt that service providers hold the ultimate key to unlocking consumer value in the devices they own. The power of inter-connected social
so much more than video on new devices
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