1. From lean back to lean forward Steps to a new attitudeTelefonica IPTV Competence Centre Date: 12/5/2009

2. Users remain in broadcast domainH it s ( K)1.2 0 0 1.0 0 0 800 600 400 2000 H o meT V G uide V ide o C lub200027/4/2009 3/5/20091500 Country: Spain 1000 Customer base: 600.000 5000Interactive SMSUsage of services decrease as more active attitude is neededTelefonica IPTV Competence Centre 2 3. Showing to customer about new TV possibilities1.Communication alternatives: Manuals: Do someone read them? DVD: It isnt really funny2.Show them alternatives Barker channel to show how to purchase a video, where rental page is, etc Prerolls before movies/trailers Self-advertisement in PPV events3.Help them to learn Each section has its own help video directly accessible through a button in Remote Control Internet/TV Portal Help sectionAs its not enough, go to customerbroadcast servicesTelefonica IPTV Competence Centre 3 4. First tools introduced Contextual Menu with direct links to main services Configurable actions from miniEPG Telefonica IPTV Competence Centre4 5. Direct messaging with customers: Infopush To external servicesTo internal servicesTelefonica IPTV Competence Centre 5 6. Actions associated to channels: Interactive Channel Signalled on specific channel/time Customizable per notification To internal and external servicesCoordinated efforts through banners in Portal or miniguide TelefonicaIPTV Competence Centre 6 7. Widgets for easy interaction while watching TV TV remain while its resized as more Information customer requests TelefonicaIPTV Competence Centre7