Market Positioning and Operator Strategies for IPTV - A Global Overview

Telcos are increasingly positioning their IPTV services as part of bundled broadband packages, and the services are gaining subscribers at rapid pace. At year-end 2007, the global IPTV subscriber base reached 15m clients and is expected to grow more than six-fold in the next five years. Although regulations (such as those in China or Brazil) have played a role in limiting the scope of IPTV portfolios, it is the marketing strategy employed by each telco that is determining the pace of IPTV development in each market. In this report, Pyramid Research provides a global snapshot of IPTV adoption and analyzes market dynamics in 10 disparate countries, ranging from highly developed markets (France, for instance) to emerging markets where IPTV services are only at the cusp of being introduced (such as South Africa). In each country, we examine the shape and form of IPTV offerings and put them in the context of competing broadband and pay-TV market offerings.

• IPTV is growing rapidly in the 10 markets studied, accounting for over 12% of broadband households after three years
• of operation.
• IPTV is increasingly positioned as a broadband value-added service within a bundled package.
• All IPTV providers are actively building up their content lineups to include both exclusive content in fully dedicated channels and VoD titles. DVR features are also increasingly common.
• Most IPTV products are competitive price-wise.
• Telcos are adding interactive services to their IPTV platforms to develop true home entertainment centers, and throwing
• advertising into the mix.

Operators

Identify the optimal market positioning for attracting audiences to your IPTV service. Benchmark against players in similar markets, and discover the strengths of IPTV against other media.

Vendors

Assess the demand for IPTV infrastructure, devices and services in different market environments. Use our forecasts and analysis of market dynamics and opportunities to develop go-to-market plans.

Content providers

Assess the value of IPTV trends, markets and business partners in order to develop strategies that will help you maximize the value of your existing content, tailor your new content with an effective go-to-market strategy in place and reach a wider, more rewarding audience.