business today second screen monetisation


Not even super storm Sandy stopped them. As New York dusted itself off from one of the worst natural disaster in over 100 years, and despite the fact that many still didn’t even have electricity back on, the Big Apple’s Apple Store opened up to a line of utterly undeterred boys and girls waiting to get their hands on the iPad mini. Joe O’Halloran reports.


Second screen reaches Jerry Maguire moment


N


o surprise there? Well no. And the post-natural disaster response and desire to buy shown by the ever growing iPad community buyers has


matched totally that of the post- economic disaster. Bottom line: there seems to be nothing to stop people buying iPads. Nor, if recent trend analysis is to be believed, does there seems to be any deterrent to those buying Kindle Fires, Samsung Galaxy tablets and even the Barnes & Noble Nook.


But, even if analysts and users alike are expecting the launch of the new tablet to fuel even further the rise of the second screen TV market, as far as the business of TV and broadcast is concerned is an actual ‘so what’ feeling percolating? Is the industry actually doing something with this huge uptick in portable video friendly devices and has it come to the stage to ask, just like Jerry Maguire, show me the money?


Let’s get back to the 6 l ibe l november/december 2012 l www.ibeweb.com Is the industry


actually doing something with this huge uptick in portable video friendly devices and has it come to the stage to ask, just like Jerry Maguire, show me the money?


aforementioned mini for a moment: compared with its ground-breaking predecessor, the device is smaller, has a better screen and has much improved wireless technology. Steve Morris, systems architect at digital TV specialist ANT, believes that it is so good that its launch could “send Apple’s dominance in the tablet market into overdrive”. He added: “Compact and portable, the quality of the screen isn’t expected to be compromised, meaning users will be able to enjoy TV content on the go at ease. [At its price point] consumers will be able to take advantage of an enhanced connected TV experience at a lower price. Both the TV industry and consumers are becoming increasingly savvy in using tablets and smartphones to enhance the viewing experience. It’ll be interesting to see what new services will be tailored to the new enhanced range of iPads to extend the TV experience even further, and whether these new devices change the way people multi- task while watching TV.”


Not long ago content owners used to reflect ruefully on there not being mainstream volumes of video capable mobile devices. Today there is no such gating factor. But is mass availability of video capable smartphones and tablets enough to ensure business success? In what could be seen as ground- breaking research on the real state of the multiscreen market, Red Bee Media found that even though a very significant majority of UK TV viewers have tried dual screen technologies, broadcasters were failing to cash in on this new channel. The survey revealed that even though 86% of smart device owners had used their smartphone, tablet or computer while watching TV, broadcasters, platforms and content owners had not yet succeeded in maximising their relationships with viewers through these second screen devices. Only a fifth of all respondents had used synchronous companion apps. Showing just how broadcasters and platforms have not yet found a way to consistently own viewers’ second screen activity and build


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