Transforming the Way Customers consume content

Transcription

1 Transforming the Way Customers consume content Solutions, Services, Experiences Aunindo Ghosh Senior Product Manager SP Video July 2015

2 More Content More Screens More Interactive More Personal

3 Analog SD HD VAS Advertising Analog Total SD HD VAS Advertis ing Total Revenue (US$ bil.) Revenue (US$ bil.) Revenue Drivers Revenue Contribution ($Bn), 2012 Revenue Contribution ($Bn), Source: MPA, 5/2013. VAS includes fees from services such as VOD, DVR and PPV.

4 How to transform customer experience Outstanding & Productive User Experience On Demand Entertainment Targeted & Relevant Advertising DVR Lite, DVR, Multi-Room DVR to Cloud DVR Interactive TV Security needs to be a Protector AND Enabler for advanced experiences

5 Outstanding & Productive User Experience

6 Content Discovery: Essential Tool for monetization Only 4% of people who sit down to watch TV know what they want to watch (CEA) VOD makes up just 1% of US TV viewing. Pay-TV operators can increase VOD and premium content purchase by x2, x3 by pushing relevant content to subscribers (TDG, Digitalsmiths)

7 Foundations of outstanding UI/UX Rich, consistent, true multiscreen UI/UX experience across range of devices : from Entry Level SD Zappers > HD zappers > PVR > Gateway to 2 nd Screen with varying memory profiles( flash 1MB 3MB) Non intrusive, icon or overlay poster based electronic program guide, with additional support for regional languages. Multiple monetization features like EPG ad s, Unified on Demand and Global Search Experience. Scalable Content source & content discovery using Rich metadata. Cisco Product UX

8 Ergonomy Product Identity Levels of Customization in EPG Fonts & Colors Fully custom built EPG solutions Tier 1 and tier 2 customers prefer a customized EPG Branded themes for standard UI customization Near zero effort recoloring for low cost cable operators Layout & Animations Features & Functionality Ergonomics

9 No Evo EPG is same Custom Branded Evolution EPG - With over 51 Customers

10 On Demand Entertainment

11 Operators Are Exploring VOD Delivery Models ZON increased VOD revenue with new UI Number of buys on the ZON video-club, including subscription VOD, increased by 160% VOD revenues increased to almost 0.8% of total triple play revenues in the quarter (Broadband TV News, May 2011) DirecTV Launched Premium VOD for $30 per rental Launched April 2011 together with 20th Century Fox, Sony Pictures, Universal Pictures and Warner Bros. Offers early-release films on HD for 2 weeks for $29.99 with 48hr viewing windows VOD becoming leading proposition in emerging markets leapfrogging to 2-way 11

12 Video On Demand : Technology & Business Choices VOD on a 1-Way Network : nvod, Basic & Advanced Push VOD VOD on an Unmanaged/3 rd Party Return Path: Progressive Download, ABR VOD on a fully managed IP Network: Streaming VOD, ABR based VOD Business Models: nvod, TVOD, SVOD, Cross Device Entitlements, Bundling

13 Targeted & Relevant Advertising

14 TV advertising business Audience + Inventory + Advertiser demand = Money TV viewers Advertising time available in a show or on a channel Will they pay for their adverts to been seen your audience? The right Ads seen by the right viewers at the right time Creditably measured Demographically subdivided SPs deliver audience for broadcasters and content providers Who owns / sells this inventory? Where can a Cable Operator Add Value? Is there room for more More Inventory? Is there room for more More Advertiser Demand?

15 EPG Ads An Additional Revenue Opportunity Serve targeted and contextual advertisements on EPG real estate Promote premium content (VOD, Broadcast, OTT) on EPG to increase ARPU 15

16 EPG Advertising EPG Ads at multiple locations EPG Banner Home screen Ads over video Multiple levels of targeting Based on household profile Service based, event based, genre based Dynamic Advertising Refresh Rotate 16

17 Audience Measurement System Prove advertisers that their ads are being watched Demonstrate the number of impressions that they received from the platform EPG Ads reports back to AMS Which campaign has been presented Which ad has been presented Time Stamp Ad Zone Duration of Ad display 17

18 EPG Ads: Campaign Management Tool Marketers can book ad campaigns based on Specified Ad Zones Specified number of Ad Zones Campaign duration Target Profile Context (Time of Day, genre, channel) Marketer can edit/update the campaign Add creative assets if they were not available during initial booking Change creative assets Change flight time Delete campaign Simple and fast booking of campaigns. Easy to sell deals to advertisers.

19 Case Study for Airtel- Leading DTH Operator In India Overall 15 Million Subscribers Deployed the Targeted EPG Advertising Solution across all deployed box profiles (SD, HD, 1- way, 2-way, Zapper, DVR) Targeted EPG Ads targets over unique Postal Codes across whole of India Over 50 unique KPIs defined resulting in varied targeted campaigns Have partnered with a leading Ad Agency in India for sourcing various Ad Campaigns On an average 50 different campaigns are created per month Have also deployed AMS as the Measurement platform in sample homes with sample size of 1000 subscriber homes per region Next phase is to deploy Predictive Modeling for Ads Consumption Behavior across population

20 Tune to a channel/pop-up on red button press Marketing message screen Pop up ads Scrolling text On home screen On home banner On Boot-up screen Ad Zones

21 DVR Options

22 External USB Stick DVR Lite Full DVR MR DVR Hybrid cdvr Full cdvr DVR Technology & Service choices Full PVR Functionality on connected zapper with Unique/Common Copy True multiscreen solution, with extendable cloud storage Connected DVR, extendable storage to Cloud. Retains recorded assets Avoids truck-roll, swap-out. Allows Multiscreen DVR 1 Master DVR, plus connected Zapper Clients over WLAN Avoids capex for 2 nd DVR in a Multi-TV home, creates stickiness 2 Tuner full fledged DVR (Internal/External) with Remote Booking Provides infrastructure for Push VOD, and other On-Demand 1-Tuner Zapper + External HDD. Create Movie Libraries Reduces operator Capex due to self paid model. Upsell to DVR 1-Tuner Zapper + USB drive. Live Pause, Trick Play, 2-3 Asset Storage Creates awareness & Stickiness for Time Shifted TV

23 Interactive TV

24 Engaging Viewers With Internet STB Apps and Widgets Contextual web-apps are making their way to market Widgets (news, twitter, notepad, Sudoku) Context (IMDB, Wiki) Apps (YouTube, Vimeo) Info widgets (news, weather, voic ) Business model: Download from Walled Garden App store

25 On-Screen Widgets: Examples rizon Widget Bazar Iusacell Stock Ticker Virgin - Weather mericable FB Chat Telstra - Picassa Bouygues - News 25

26 Companion apps 1. Discovery Includes VoD catalogue and New EPG concepts, replacing the channel order with social/server recommendations and adding rich metadata (SFR, Comcast) 2. Check-In Rewards viewers with prizes for checking-in to the show (Orange TV Check, GetGlue) 3. Advertising Lets you buy what you see on TV ads (Shazam, Watch with ebay) 4. Networking Enables social interaction with friends via social networks (Fango) 26

27 Companion apps 5. Interaction Enables users at home to interact with a specific program (X-factor) 6. Control Replace the traditional remote and DVR scheduler with an emulation of in on the companion device (TiVo) 7. Consumption Watch TV on the companion device (DirecTV) 8. Multifunction Includes a combination of the above features (Zeebox, ScreenSync TV, Fav.tv) 27

28 Popular App: Karaoke on STB o Red Karaoke & Cisco are developing a karaoke app for Cisco s STB o The app can be used on connected and non connected STB o The app is a karaoke game (similar to Sing Star) Amplified voice with microphones connected to the STB Automatic scoring compared with the original voice of the singer Karaoke and Singalong mode and Duets Playlist and favorites managements Multi-language karaoke

29 Product Offer Karaoke Application infrastructure Karaoke Application development & Integration Support, Training Operational requirement for Service Provider: Karaoke Content Rights Karaoke Content Production Karaoke Catalogue Management Subscription Management

30 Case Study 12 Million + subscribers Highest ARPU in India Highest DVR penetration in India (~1M+) Technology & brand leader Launches in Jan 2006 SD Zappers itv under Actve brand HD STBs in June,2010 HD PVR in Feb,2011 Video On Demand Dec,2011 TataSky Mobile App May,2013 Everywhere TV Oct,2013 2mn+ subs for Actve

31 Devices Services Operator Service Transformation Path Basic Linear Basic Broadcast HE Advanced Broadcast HE Advanced Broadcast HE Videoscape Roadmap Advantage Advanced Linear Linear + IP Multiscreen, Cloud-based Hybrid HE Advanced Broadcast HE Scalable, Cloud Powered Data Center Infrastructure Hybrid HE Multiscreen SD Zapper HD Zapper Hybrid HD Zapper Hybrid HD Zapper PC HD Zapper DVR Lite Hybrid DVR Lite Hybrid HD DVR Table t HD DVR Hybrid HD DVR Pure OTT Mobile Media Gateway Phablet Broadcast Live TV Interactive Apps Broadcast Live TV Interactive Apps DVR Service Push VOD EPG Ads Broadcast Live TV Interactive Apps DVR Service Push VOD EPG Ads OTT Live & VOD Search/Reco Mediashare 2 nd Screen Apps Broadcast Live TV Interactive Apps DVR Service Push VOD EPG Ads OTT Live & VOD Search/Reco Mediashare 2 nd Screen Apps Multiscreen TV Home Media Server Synch & Go

32 Thank you.