successfully adapting content to multiple platforms - a review

Digital TV Outlook 2009: The Three Screens Challenge

Successfully adapting content to multiple platforms - a review of best practice examples

Sebastian BeckerManaging Partner

[tbb\*] DTV Outlook 2009: Content on Multiple Platforms 2

Company Profile

[tbb\*] works with an international network consisting of experienced experts, and can thus

combine local experience with state-of-the-art know-how in all parts of the broadband

video value chain. This global, 360° overview and the first-hand experience from a lot of

projects put us in a unique position to get from international best-practice research to

conclusions for product development and strategic decision making for our customers.

Our areas of work are:

Market Research, international know-how transfer

Business Development & Market Entry Strategies

Corporate Development and Corporate Funding

Studies and in-depth Analysis

Marketing- / Sales Campaigns for Digital TV / PayTV and related Services

Project and interim Management

Workshops & Conferences

Format- / Applications- / UI- & Marketing Trendscouting and Benchmarking

Product Development & Specification for CE devices & Cross-Platform Services

Dec 10 2008

Introduction [tbb\*] 3

[tbb\*] Partner Netwerk: Covering all major media markets and all areas of expertise along the value chain, ranging from rights acquisition to interactive advertising or technical specifications

Dec 10 2008

So – Where are we when we talk about cross-platform services and ubiquitous content?

Cross-Platform Content DistributionStatus Quo

5

We‟re obviously in a transition phase – on the way to the ubiquitous internet

Internet will be the technical backend and the archive that feeds most media anddevices, although they might be limited to some extent (memory or display-wise)

(De-facto-)Standardization leads to ‚broad„ and relatively open platforms, forwhich services can be developed by third parties

Devices get smaller, faster and cheaper – leading to new services depending on (new) usage of the devices

But:

Hardware is still expensive (in addition to customer acquisition cost /marketing) –and gets old relatively fast – so planning a platform is risky and the time to launchit critical. Delaying a project may mean to create e new Neandertal

The Internet leads to a growing fragmentation of the (service) market

Finding the right partner with a critical mass of consumers on their platform iscritical – but services have to be close to being state of the art, if not, consumersmight just go elsewhere

[tbb\*] DTV Outlook 2009: Content on Multiple Platforms Dec 10 2008

Media Convergence: Which Dimensions are there - Really?Dimension 1: Platforms (Transmission + Hardware)

Platforms

6

CATV

Convergence of

Platforms I

+ = HybridTV

(STB)

Convergence of

Platforms II+ = HybridTV

(TV Set)

New PlatformsInternet of

Things


7

Stand-alone

Services

Service meaning Place Shifting

Inherent Value

of Service

Service meaning Time Shifting

Recording /

Storage (PVR)

Home Networking / (Remote) Control

Slingboxing

EPG

MobileTV

Brand

Portals

Radio

Thematic Portals / Walled Garden

Search

On-demand

Content

e/T-Commerce

Gaming

Media Convergence: Which Service Dimensions are relevant?Dimension 2: Services

Content made for

Mobile / Web

Social (Video)

Communities


Location based

services

Premium Content

Mobile Internet

HDTV Advanced Advertising

Telephony

Broadband Internet

Personalized Services

Cross Platform Convergence Example iPhone - creating hardware convergence

8

Zur Anzeige wird der QuickTime™ Dekompressor „“

benötigt.Remote

Application

Intelli

Remote

moreTV

Web App

Tivo Web App

Xbox Web App

Hardware Function-- control your media on itunes and on Apple TV

-- control your air tunes speaker

--control media on your Windows PC or your Windows Media Center

-- search the EPG

-- start recordings

-- Watch pictures from your PVR

- control media serivces like VoD on your (modded) XBox

(Remote) Control


Cross Platform ConvergenceExample iPhone - creating service convergence

ApplicationService

iPhone PC / MACFunction

-- Log into your IM account (Skype, MSN, ICQ, Google Talk...) write messages or make VOIP calls (over WIFI)

fring

-- log in and use your favorite social network (facebook, studiVZ, myspace...)nimbuzz

--take text, voice or photo notes with your iphone and have them instantly updated on your PC / Mac

Zur Anzeige wird der QuickTime™ Dekompressor „“

benötigt.

evernote

[tbb\*] DTV Outlook 2009: Content on Multiple Platforms Dec 10 2008 9

Mobile Internet

10

The Example of Orange: Becoming an Entertainment Provider


Premium Content

N O V I D E O

To see the complete presentation with video content

please contact Daniela Arnold ([email protected])

mailto:[email protected]

N O V I D E O



CatchUP TV (Orange TV, France):This MUST be multi-platform in the future

11[tbb\*] DTV Outlook 2009: Content on Multiple Platforms Dec 10 2008

CatchUP TV


HDTV Marketing(Sky, UK)


HDTV

N O V I D E O




HDTV Marketing(Dish, USA)


HDTV / PVR

N O V I D E O




N O V I D E O



The TV Revolution(Virgin, UK)


On-demand Content


VoD (Vudu, USA)


On-demand Content

N O V I D E O




Internet VoD (Sky, UK)


On-demand Content

N O V I D E O




VoD & Home Networking: unsuccessful. But: Great User Interface(AppleTV, UK & elsewhere)


N O V I D E O




Internet VoD (Microsoft X-Box, UK)


On-demand Content

N O V I D E O




MobileTV (Foxtel, Australia)


MobileTV

N O V I D E O




MobileTV / Quad Play(Fastweb, Italy)


Mobile Telephony / Quad Play

N O V I D E O




Content PortabilityStore TV content on USB stick (FetchTV, UK)


Download / Storage

N O V I D E O




What is needed: Customer Profiles(TiscaliTV, UK)


EPG / On-Demand Content

N O V I D E O




The BBC is actively marketing and rolling out their free VOD service „iPlayer‟ (developed by Siemens) successfully: More than 700,000 downloads per day


iPlayer on Virgin Cable


CatchUp TV

N O V I D E O




But not everything is really working if you adapt content to another platform. At least not if the technical environment is not state of the art - and neither is the imagination of project managers

25Dec 10 2008

Thematic (Video) Portals – on Imagenio, Spain

[tbb\*] DTV Outlook 2009: Content on Multiple Platforms

N O V I D E O




New Platforms: „Walled Garden TV: Hybrid TV sets (Philips et al.)



Cross Platform Convergence – Major Trends

27

Most Platform Operators and Device Manufacturers are working on „hybrid Devices‟ and corresponding services >> Trend to TV2.0

New market entrants try to get a piece of the cake, like formerly „passive‟ CE / TV set manufacturers

Problem: Operator-backed rollout is needing a lot af Capex, a scenario that is critical these days, while seeding new platforms via retail might end up in not managing to establishing it as a mass market platform that is generating revenues, e.g. via advertising

While new technologies (like DVB-H, PVR) allow for new services, thecombination of existing technolgies (DTT-enabled mobile phone, DVD recorder) might cannibalize these possibilities, if it suits the industry better

Hybrid Services (based on corresponding STBs) will be the major sector ofgrowth in the coming 2-3 years, since they are cheaper to roll-out than e.g. full IPTV and service development is faster and more flexible


Cross Platform Convergence – Major Trends


These trends and their implicationsas well as the conclusion forexisting platforms like IPTV aresummarized in our latest study:

„Global IPTV Benchmarks –

The Future of Broadband Video“

(3rd Edition, 209 pages)

Published last week, it isavailable at the counter for a reduced price

Technical Platforms and their cross-platform dimension :Doing it is not equalling success (see Premiere)

P7S1 / 1und1 maxdome

Premiere

France Télécom / Orange

UPC

+ From

2009(?)+

+CATV

+ + +

++ + +

CATV+ +

Sling


And although these products have their strengths and weaknesses, the trend towards a multi-platform world is irreversable

Tiscali TV

+

+

TiVo

CATV

BSkyB HD

+ + From

2009

Apple TV

+

+

+


Hybrid Services (Maxdome, Germany):The Internet Entertainment Revolution?


Triple Play „Services‟ may still be dominant in marketing… (Starhub, Singapore)


Triple Play

N O V I D E O





…but more interesting are Hybrid Services(neuf, FRA)

33

Recording / Download / Storage

Technical Innovation:Place Shifting à la Slingbox


Slingboxing

35

Clip&Sling: New Service Introduction is still… complicated.


Slingboxing & Social Video Community

TV 2.0 and new cross-platform opportunites

TV will more and more becoming an open platform

New Applications are accelerating the non-linear meta-trend in content consumption and are strengthening the viewer. It„s about choice.

Great content choice, seamless cosumption on various platforms and devices, regardless of time and place

Personalized content and virtual channels

Easy of use for the viewer, but problem of search across growing amounts of content

Brand extensions in the UI

Targeted Advertising, interactive and measurable


Trends in Media Consumption:Internet and TV: Boundaries are Blurring


What is Microsoft thinking?Consumer Research ‐ 26 Tested Scenarios

Enhanced TV

Shows Enhanced with Website Content

Enhanced Sports

Enhanced News

Personalization

Personal homepage & recordings views

Personal Content Displays (multi-views)

Personal Channel/Brand Adjunct “channels”

DVD‐enhanced VOD

Personalized Sidebar Overlays

Recommend to a Friend

Content

Receive Channels out of Area

Web Service <> TV Connectivity

Easy purchasing thru TV

Receive Channels out of Area

Yellow Pages

Photo Sharing

Interactive Maps & Real time Traffic

Streamed Radio

38

Mobility

Transfer from DVR to mobile device

Telephony Services

Caller ID / Voicemail

Video Conferencing

Communication Services

Email on TV

Access web video sites on TV

View & modify social service pages

Miscellaneous

Chat on TV SMS/IM on TV

Networked Casual Games

Home Security

Karaoke


39

Hybrid Services:Example tvBuddy

Dec 10 2008[tbb\*] DTV Outlook 2009: Content on Multiple Platforms


Up next:Cross-Plattform Sales of Digital Content (MPTV)


T-Commerce / Download

Brand Portals: HondaTV in the UK… (by Zype)


Brand Portals

Brand Portals: HondaTV in the UK… (by Zype)


Place Shifting

…combing CRM and T/eCommerce (by Zype)


Place Shifting

New Trends: On-thy-Fly-Channels WebTV Integration (NDS)


Social / Web Video turn to (pseudo-linear) Channels

Neue Trends: Integrierte und personalisierte User Interfaces (OpenTV)



Trend PersonalTV (Sezmi, USA)

D



Trend PersonalTV (Sezmi, USA)


Personalized / Communication Services

Branded On-Demand Platforms (Fastweb, Italy)


On-Demand Content / Brand Portals

Important: Modern and functional User Interfaces


Especially if we think about HD


But: Less complexity is more important than the best user interface – so Joost gave up their stand-alone application and is now browser-based


Conclusion: Interactive Television or Internet services everywhere?

52

With search engines enabling complex search for specific information, the concept of a portal or destination website appears to hold little currency for most viewers. Viewers interested by particular programmes or subjects are inspired more by the specific, than the generic content offered on iTV services

The pervasiveness of the internet is causing viewers to be more critical of TV- based services

Channels producing EnhancedTV or iTV should focus on enhancements which add additional nuances to the linear experience, and do not interfere with the narrative – stand-alone services are not „in‟

Hybrid platforms and services will certainly lead the pack soon –although other business models than selling hardware are still to be found for making these services available


Some services will work, because they ARE a service


Recording / Storage (PVR)

N O V I D E O




Others won„t. At least not in the future: the future has a broadband backchannel


Gaming

N O V I D E O




And don„t forget:it„s still about the content, stupid…


Premium Content

N O V I D E O




Contact

[tbb\*] thebrainbehind GmbH

Kaulbachstrasse 36

80539 Munich, Germany

Sebastian Becker, [email protected]

+49-89-8905080

www.thebrainbehind.com

Dec 10 2008[tbb\*] DTV Outlook 2009: Content on Multiple Platforms 56


http://www.thebrainbehind.com/

successfully adapting content to multiple platforms - a review

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