Building social services: Social TV case study

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Wilfrid Whitehead
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1 Building social services: Social TV case study CFP All-Members Meeting May 14, 2009 Venice, Italy Natalie Klym

2 The Social TV study combines two research streams The future of television Online social networking Social TV

3 Research goals The future of television How to build social services The user as a group 3

4 The original broadcast model Content providers Delivery platforms End user devices Big 4 networks Licensed spectrum (OTA) TV 4

5 Traditional TV Content providers Delivery platforms End user devices Cable TV networks Satellite Big 4 networks Film studios Digital Analog Cable Licensed spectrum (OTA) STB DVR/DVD TV 5

6 Today s video landscape Content providers Delivery platforms End user devices Online video producers Cable TV networks Big 4 networks Cellular networks Public Internet Private Internet Satellite PC Cell phone PDA Film studios Digital Analog Cable Licensed spectrum (OTA) STB DVR DVD player TV 6

7 The of future TV is mobile and social Content is available any:me, anywhere, on any device Services add social context by integra:ng social networking 7

8 What does it mean to make a service social? Providing a way for a user to engage with a service as a group, rather than as an individual 8

9 CreaRng groups (the social graph) The group = people with whom a user has established connec:ons Automa:c vs manual genera:on User owned vs commercial 9

10 Proprietary social networks Facebook (applicarons) user profile + social graph (social data) These include the original social network sites like Facebook, MySpace, LinkedIn, etc. Users manually generate their social data (profile + friends ) They func:on as walled gardens: Each site controls its own social data and provides proprietary applica:ons for users. Ver:cally integrated social graph + applica:ons LinkedIn MySpace

11 Social networks as applicaron plaworms Facebook PlaSorm strategy opened the walled garden to 3 rd party app developers E.g., Facebook plasorm launched in May 2007 Users have access to more apps Viral distribu:on plasorm for app developers Facebook API 3 rd party apps

12 Social networks connect to other sites Facebook Enables other (non social network) sites to integrate the an SN site s iden:ty system, e.g., Facebook Connect, Google s Friend Connect Sites can add social network func:onality without having to implement their own SN capabili:es (usernames, passwords, friending, etc.) Connects users with their friends on partner sites Ac:vity data from partner sites is fed back to the SN site Digg Hulu Discovery

13 The Social TV experience TV is social again Social TV features -Real :me interac:on (joint viewing) -Ra:ngs, recommenda:ons, playlists -Sharing content 13

14 NeWlix + Facebook Connect Facebook Connect supplements NeSlix s own social network - NeSlix ra:ngs show up on Facebook - Facebook users comment or link to NeSlix to add movies to their queue or watch instantly

15 Mobile social TV: M6 Mobile by Orange Orange provides a mobile social networking channel to complement M6 s tradi:onal TV channel Orange mobile controls its own social network, drives Orange subscrip:ons

16 Further research More on social TV business models More value chain analysis Network implica:ons 16

The Ambiguity of Disrup3on. Natalie Klym

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