Abstract
Research Overview
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Market Sectors
Expert Frost & Sullivan analysts thoroughly examine the following market
sectors in this research:
By applications:
- Consumer services
- Consumer broadband
- Residential CPE/end points
By technology:
Market Overview
IPTV Enables Enhancing and Customizing the Viewing Experience
The Internet Protocol television (IPTV) platform enables users to have
additional control over the viewing experience. IPTV in itself is not a
service, but is a medium for service providers over which broadcast video and
other services are delivered to television sets. Telcos, in particular, have
adopted IPTV in conjunction with fiber or digital subscriber line (DSL) in
order to offer video services in response to cable operators' creating a
bundle of video, data, and voice services. It is not enough for the telcos to
enter the video market with only a conventional broadcast TV experience, but
must also add value to these services in order to compete effectively against
the entrenched cable operators.
IPTV now promises to offer subscribers better value through personalized
content, ease of use, as well as cross-device capability and portability. "The
key to success is customization, which includes content geared to a customer's
preferences based on an electronic programming guide and enhanced features
such as manipulation of camera angles," explains the analyst of this research
service. "Most importantly, customers are looking for simple navigation, with
a minimum number of clicks needed to reach content."
Telcos Compete with Cable Operators to Maximize Revenues
Both cable operators and telcos are expected to compete in the video services
market based on service differentiation, which includes both content and user
experience. In some instances, pricing may also be a deciding factor for
consumers. "They may also be interested in IPTV-based services if they feel
that they are under served by their cable and satellite operators in terms of
bandwidth, features, and customer service," says the analyst.
A valuable strategy for a successful IPTV-based telco offering would be to
start simple, focusing on a better video experience at lower price points, and
then upgrade to more added functionalities once it has an established customer
base. In addition to local advertising revenues targeted at particular
demographics and/or devices, service providers are augmenting profits by
offering content beyond a monthly subscription fee or on pay-per-view basis.
Although initially, not all services prove profitable and may have to be
offered free of cost, other offerings such as high definition television
(HDTV), video on demand (VoD), and personal video recorders (PVRs) are
expected to be strong revenue generators.
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