30 TVBEurope Special Report: OTT Multiscreen
in-market, to potentially monetise a larger content back catalogue. The optimisation of these networks will be crucial, particularly as video will account for over 50 per cent of all global mobile data traffic by 2019 (Ericsson Mobility Report June 2014). The key, therefore, will be to improve the networks sufficiently in order to carry these larger video files, while also enabling the flexibility to cope with the rate of change in technology.
consumer needs by reaching out and creating a more personalised relationship. However, broadcasters will need to continue to evolve as consumer viewing habits change. One strategic differentiator is the element of the live experience. Ericsson ConsumerLab research indicates that linear and scheduled TV is now shifting towards appointment viewing, helping to foster a sense of community. These types of experiences embody a deep-rooted and immersive experience, which can now be extended across a number of connected, mobile devices. In the age of the connected consumer, there are a number of revenue opportunities to be exploited. Advertisers are starting to shift advertising dollars away from TV and onto the web. Earlier this year for instance, the Starcom MediaVest Group said it shifted more than $500 million away from TV over the last 12 months, three quarters of which went to online outlets.
The personalisation of content: the race to become the ultimate aggregator In order to enable the optimum user experience, broadcasters will need to reconsider how they approach the OTT market. Their focus, therefore, must be to concentrate on producing the great content they own and using their own non-linear channels to establish their presence and sustain a functional business model. From an operational standpoint, they need to find new ways to present this as an integrated package that brings together
online, offline, linear and non-linear content as part of a natural extension of their existing services. Mixing screens and platforms creates a cumbersome form of navigation and recommendation for the consumer and poorly integrated technologies and complex backend systems will always reflect badly on the end user experience.
An integrated experience must span from the navigation of content and incorporate the relevant metadata that will enable the requisite recommendation and search functionality needed to find good, relevant content. Instead of applying a broadcast model that works for all, the challenge is to find an end-to-end process that enables a personalised video experience. The race to become the ultimate aggregator of content is on and it’s an issue that both modern OTT players and traditional service providers must address.
Technological developments to enhance OTT delivery The industry will see a number of technological developments which will help enable the OTT experience in the future, starting with the advent of more sophisticated broadband, especially mobile broadband infrastructure. Enhanced broadband capabilities will reduce buffering, transform navigation and make the content more accessible across a range of devices. Our Media Vision 2020 research asserts that the complexity of an all- connected world will lead to broadcasters aligning with global standards for IP-broadcast hybrid platforms, working alongside pay aggregators
The importance of outsourced, managed services in tackling the challenges of OTT However, most broadcasters don’t have the scale or infrastructure to adequately address these technical challenges. Outsourced partnerships have become an increasingly popular route for broadcasters, particularly as both OTT technology and the relevant business models are not yet fully mature. Innovation companies, such as Ericsson, can cater for a wide variety of broadcast customers by controlling the entire process from the customer side, all the way through to the delivery of video. By building a broad end-to-end proposition, the right outsourced partner can offer broadcasters and service providers with a means to consolidate upon their investments and future-proof their technology.
“Outsourced partnerships have become an increasingly popular route for broadcasters, particularly as both OTT technology and the relevant business models are not yet fully mature.”
In order to succeed in today’s industry landscape, broadcasters must build the necessary business and technical principles to drive innovation, increase efficiency and agility, and ensure consumer loyalty. By leveraging an ecosystem that optimises video delivery to a range of connected devices, broadcasters can enable a service provision that is highly targeted and delivers greater insight into end-user consumption patterns. Ultimately, non-linear is an opportunity for broadcasters. It’s an area that will transform the value chain and change the way TV is consumed by the viewer.
An online broadcast presence cannot be
perceived as a defensive imperative; it’s the logical next step, which will enable broader systems and services to radically improve the quality of consumer experiences.
www.tvbeurope.com September 2014
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