theibcdaily executive summary 19 The future of TV Gerry O’Sullivan
SVP Global TV and Entertainment, Deutsche Telekom (Outgoing) Region: Germany
Interview by Andy Stout
Are telcos the transformers of the future of TV?
They could be. They have the large customer bases in place, they generally have the deep pockets required and they understand the technical and marketing challenges in communicating with customers. The issue is do they want to be the transformers, by being prepared to commit themselves to invest in content and innovation for the mid to long term. There is a great opportunity for telcos and pay-TV providers to bring bundled TV and broadband services across Europe which hopefully will accelerate broadband. Telcos also have the new emerging mobile spectrums which may
become the primary broadband service in parts of Europe.
Second screens or multiple screens? Second screen is an easy to use term that everyone has picked up, but to me we now have an increasing number of displays in the home – presently six in my house – from 4-inches to 50-inches all needing amazing content, fantastic easy usability, connectivity. And each needs to be able to serve as a companion to the other.
Is monetisation of companion screen content a problem? Those who do it well – the content, the usability and a real
understanding of how customers want to interact with digital content –will have no problem monetising these experiences. Unfortunately, like the internet in total there will be a lot of rubbish out there. Also, it depends on your definition of monetisation. Everyone wants to see direct revenues from these services but many of these services monetise by being excellent marketing tools for acquisition and customer loyalty.
Does the small number of people using the connected aspects of their connected sets concern you? So far, I haven’t been impressed with the user experience on connected TVs. Some look like my four-year-old would have done a better job. The intelligence, customer understanding and attention to detail required for a good experience is very underestimated.
Stereo 3D. Dead, dying, or just resting? It’s evolving and remember, it has
arrived five to ten years before many of the ‘industry experts’ predicted it would be in people’s homes. The content is now catching up with the technology and the user experience needs to be continually improved. But it’s here, and if you choose to want to see how Andy Murray’s serve bends as if you were actually there at Centre
Court Wimbledon, or how that 20-foot putt actually made it into the hole, you now have a choice… it’s always been about choice.
What future developments excite you? 3D printers. MIT research into holographic screens and live holographic
“Some
experiences like Musion.
connected TV experiences look
like my four-year-old would have done a better job”
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