The New Individual TV Experience Are you my televisionary?
Agenda The consumer perspective Drivers on the market Opportunites and needs Driving The New Individual TV Experience Ericsson AB 2008 2
I love to watch with my friends and still have the couch to myself. Are you my Televisionary? I'm a total shoe diva. I need to know what's hot and where it s on sale. Are you my Televisionary? TV that connects me to everything Everything I watch has to be HD quality. Spoiled? You bet! Are you my Televisionary? TV that is personal All this stuff on TV is great as long as I m in control of what it costs. Are you my Televisionary? TV has to be High Quality TV that is worth the money Ericsson AB 2008 3
Ericsson TV vision A new indivdual TV experience Personalization Communication Interactivity Ericsson AB 2008 4
Agenda The consumer perspective Drivers on the market Opportunites and needs Driving The New Individual TV Experience Ericsson AB 2008 5
Driving the Individual TV experience New/Internet user behavior Broadband Everywhere Multiple devices Content Explosion Three driving forces behind today s television evolution Ericsson AB 2008 6
The digital natives A new generation is emerging 10,000 hours of mobile phone use 250,000 emails, IM, and SMS 5,000 hours of video game playing 3,500 hours of online social networking MySpace/ YouTube Sharing/ Blogging Different expectations about work and play Technologically literate Constantly connected Content creators and multi-taskers Source: The Digital Natives Project (2007), Pew Internet & American Life Project (2007), Financial Times (September 20, 2006) Ericsson AB 2008 7
Broadband growth >1.8 billion subscriptions 2012 2100 1800 Subscriptions (Millions) 1500 1200 900 600 Mobile Broadband Fixed Broadband 300 0 2005 2006 2007 2008 2009 2010 2011 2012 Source: OVUM, Strategy Analytics & Ericsson (based on reported subscriptions) Broadband Everywhere vision becoming a reality Ericsson AB 2008 8
TV as we know it is changing New consumer value proposition Personalization Chatting Mobility Voting Podcast TV Sharing Traditional TV On Demand User generated content Advertising The New Individual Television Experience Ericsson AB 2008 9
Agenda The consumer perspective Drivers on the market Opportunites and needs Driving The New Individual TV Experience Ericsson AB 2008 10
Reach, Engage and Monetize Opportunities for the players Reach user - Distribute TV content across multiple channels and platforms - Anywhere and anytime access Engage the user - Provide a richer and more compelling user experience - Make it easy for users to interact with, create and share content Monetize the user - Adapt business models to the digital media environment - Leverage customer insight to enable more effective and targeted advertising Retains users and increase revenues Ericsson AB 2008 11
The opportunities with Individual TV New opportunities arises for players in the TV arena Content creation / aggregation Additional channels Network & service provider New revenues & reduced churn Consumer It is not just about TV Advertiser Personal and targeted Ericsson AB 2008 12
Building the attractive offering Telcos have unique set of enablers Messaging Mobile games IPTV Surveillance Mobile music Payment IM Communities Mobile TV Online gaming Online radio Trailers Online music Positioning Podcasting Chat Information Voting Web-surfing Photos VOD Moblogging E-mail Network enablers Telco s network enablers build an attractive service offering Interoperability Format handling Content rights Flexible charging Location Presence Standards Identity Quality of service Localized offers Legal/ethical delivery Data mining Ericsson AB 2008 13
Payment methods Mix alternatives materialize TV Revenues Interaction Vote & Greet Model Subscription Cable (pay-) TV Model Transaction Ring tone Model Advertising Free TV Model Real- time charging solution supports multiple price method Ericsson AB 2008 14
Agenda The consumer perspective Drivers on the market Oppurtunites and needs Driving The New Individual TV Experience Ericsson AB 2008 15
Open IPTV Forum A major initiative Overall goal to accelerate mass- market IPTV deployments Ericsson AB 2008 16
IPTV Solutions Based on a Full Service Broadband Network Broadcast TV Timeshift TV Electronic Program Guide (EPG) Extended TV Video on Demand HDTV Network and local Personal Video Recording Systems integration Charging QoS monitoring Other services e.g. games, advertising etc. Ericsson AB 2008 17
Mobile TV & Video Solutions Linear TV On-demand TV Podcast TV" Traditional scheduled TV Selection by brand/channel Fast Channel Switching Streaming/download Rewind, fast forward Bundles of content Off-line consumption Subscription based Automatic updates Electronic Service/Program Guide (ESG/EPG) Personalized & Interactive Advertising Ericsson AB 2008 18
TV evolution - towards a converged world Extended TV Interactive Communications Convergence The individual TV Experience Mobile TV Broadband & 3G QoS and Scalability IMS enabling communications and end user services Standardization future proof migration Ericsson AB 2008 19
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