multi screen media consumption - extended version · platform trends “it’s all about...

Platform trends“IT’S ALL ABOUT Experience”

Ove Anebygd

Head of IPTV & Connected Home

Ericsson

Multi Screen Media Consumption - Extended Version | Commercial in confidence | © Ericsson AB 2011 | 2011-02-10 | (41)

Media Processing & Transport

Access

Connected Environment &Devices

Back office &Advertising

Video Compression &Headend Infrastructure

Sa

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Ca

ble

Te

lco

Te

rre

stria

l

Mo

bile

Inte

rne

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Service Layer &Applications

Service Control &Core Services

Content ManagementWorkflow AutomationService Order MgmtOperations SupportBusiness Support

Consulting,Systems Integration &

Managed Services

Middleware

Devices

ERICSSON TV offering


Business to BusinessTV delivery to the home

OUR Global presence in TV marketsOver 2,000 global customers

Telco TerrestrialCableContributionDistribution

ProgrammerBroadcasterSatellite

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http://upload.wikimedia.org/wikipedia/en/a/a3/Comcast_Logo.svg


the television industry is evolvingSmall & Portable

Big & Fixed

WITHIN 5 YEARS 90% OF ALL NETWORK

TRAFFIC WILL BE VIDEO

THE NETWORKED SOCIETY - 50 BILLION

CONNECTED DEVICES

A NEW ERA OF DEVICES IN ALL

SIZES

› By 2020, 50 billion devices will be connected

› New consumer behaviors such as social networking and multiscreen video consumption are growing steadily

› Network traffic will grow a hundredfold, capacity must keep pace with video as the main driver

› New business models based on innovative and future thinking will be necessary to stay competitive

TV Centric Video Expands to media delivery to any device


Ericsson Consumer labs

300MSAMPLE OF Users that WE SURVEY EVERY YEAR

Source: Ericsson Consumer Lab 2010, Digital Ethnography, Kansas State University


Qualitative and quantitative52 households / 7000+ TV viewers

Qualitative & quantitativeOnly quantitative

Source: Ericsson ConsumerLab MSMC-study 2010


We ARE IN A transition period

› Consuming TV/Video is very popular and people are today spending up to 35% of their leisure time on watching content

Consumers are currently…› Exploring new TV/Video technologies› Enriching the viewing experience › Creating new consumption patterns

…meaning:› TV/Video consumption is fragmented and complex› Few established consumption patterns› A trial and error market with lots of curiosity around



On demand is here to stay…

› More than 70 % are “time-shifting” on a weekly basis (streaming, downloading or watching recorded broadcast TV)

› More than 50% are using internet based on demand TV/video every week

› Google search results…– “Online TV shows free”: 677

million hits– “Web TV free”: 495 million hits 19

36

41

45

48

57

62

93

0 20 40 60 80 100

Watch PPV

Watch streamed OD movies

Watch DL content

Watch streamed OD TVprogrammes

Watch DVD/VHS/Blu-ray

Watch short video clips

Watch rec broadcast TV

Watch scheduled broadcast TV

Weekly use of different TV/video distribution channels (%)

Consumption of on demand content is growing rapidly - and there is no return…

Source: Ericsson ConsumerLab MSMC-study 2010Base: ALL


Paying for TV and VideoShare of time vs. share of wallet

› The investments in money is not proportional to invested time› Future share of wallet will more likely resemble the actual share of time

Broadcasted TV/Video

(Basic+Premium TV)

43%

PPV2%

On demand/time

shifted TV/Video

55%

$52/month 25 hours/week

Base: ALL

Average share of spending on TV/Video

Share of time watching TV/Video (inside the home)



What type of devices do we use

Each Screen performs a roll in the consumer’s lives and all are part of the Entertainment puzzle

TV

(Regular or Flat Screen)

12,4h/week

PC

(Desktop or laptop)

8,6h/week

Tablet

4,6h/week

Mobile Devices

(eg iPort, PSP, Smart Phone)

2,8h/week

› Values– Entertaining

– High Quality

– Simple but changing

– Lean back experience

› Usage– Relaxation

– Entertainment

– Shared Experience

› Values– Free and

unlimited content– Private screen– Lean Forward– Interaction

› Usage– Active – Multi Purpose– Multitasking– Private

consumption

› Values– Free and

unlimited content

– Private screen

– Lean Forward

– Interaction

› Usage– In-transit screen

– While waiting

– Medium viewing window.

– Multi Purpose

– Multitasking

› Values– Kill time– Urgent – Only option

› Usage– In-transit screen– While waiting– Traveling

entertainment– Short viewing

window


Drivers for connecting PC and TV

Base: Have connected a computer to a TV screen

2

8

14

15

16

16

17

47

52

67

70

Other reasons:

Same screen for PC andTV (only have one)

Others wanted toconnect them

To browse Internet onmy TV

I was curious

I read about it anddecided to try

I was inspired by firendswho had

To show pictures on theTV screen

To watch "PC" contenttogether with others.

To watch "PC" contentmore comfortable

To get a larger screen

Experience and social aspects are heavy triggers for merging the TV and PC



barriers for connecting PC and TV

- Awareness of alternatives

Aware of alternative way to watch TV

- Access to ”Time-shift” features

- Knowledge

- Interest

On demand/time shift usage

- Know-how

- Awareness of possibility

- Fear of the task

Decision to connect the TV and PC

- To old TV

- No cable

- Astethical reasons

- To far away

- Cost

Access to required technology

Barriers(Examples)

- Complicated navigation

- Separating private and social usage

- Time, if not permanently connected

- Online content becomes pixelated on large screens

TV and PC connected

Step 1

Step 2

Step 3

Step 4

Step 5

› Connecting the PC and the TV is still way to complicated for the majority of people.

› Even when one have managed it, there are still some issues and problems left



The future of “TV” is centered around experiencing


Leaving the TV and the PC world behind, entering the experience world

› Convenience› Comfortable› Social› Large screen

TV-screen PC-screen

› “All” content› On demand› Private › “Free”

TECHNOLOGYoriented

What, when, whereand how I want

My screen(s)

EXPERIENCEoriented

› My personal TV/Video experience

› Combining drivers from both (all) worlds


Ericsson TV vision

Personalized

Interactive

Communication


The touch Screen TV Tablet


The touch Screen TV Tablet

› Touch screen remote– Use it as a TV/EPG remote control

(without interrupting the TV experience)

– One control for all devices connected to the TV

› Internet on the small screen– Browse Internet on the small screen

– Shift/clone small screen content to the large screen

› Small screen TV– Watch TV everywhere inside the home

– Watch something else in parallel



The touch Screen TV Tablet service ranking

15

18

19

13

17

18

19

21

22

23

22

22

6

6

6

7

5

5

17

11

8

0% 20% 40% 60% 80% 100%

Small Screen TV

Internet on thesmall screen

Touch screenremote

7 - Very interested 6 5 4 3 2 1 - Not at all interested / don't know

› Ease of use, control and enabling Internet in the TV without disturbing the experience is attractive!

When thinking about the different services/options in the concept. How interested would you be in having a portable, wireless touch screen that allowed you to do all the following things:

37% (top2)

35% (top2)

28% (top2)

Base: ALLSource: Ericsson ConsumerLab MSMC-study 2010

6

6

6


The touchscreen TV Tablet unlocks new potential


Home Screen


Program guide


Video on Demand


Personal media


Applications


Key Takeaways

Migration to On-Demand

– More than 70 % are “time-shifting” on a weekly basis

› From “what’s on” to “what do I feel like watching”

– More than 50% use internet based on-demand TV/video every week

– From “owning” to “always access”

› The Touch screen tablet unlocks new TV/Video potential


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multi screen media consumption - extended version · platform trends “it’s all about...

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