Can Video On Demand Save IPTV? VoD Economics, Global Forecasts, and the Case for IPTV VoD

• Acronyms and abbreviations
• Companies mentioned in this report
• Executive summary
• Introduction

• 1.1 From PPV to SVoD and interactive TV
  • VoD: all about convenience and choice
  • How DVRs are changing the VoD game
  • The next phase: interactive TV
  • Case study: Time Warner Cable: a frontrunner in VoD and ITV
• 1.2 How VoD works, and how much it costs
  • The technical picture: VoD architecture
  • Bandwidth requirements and cost dynamics per VoD stream
• 1.3 What' s holding VoD back: digital networks, content, broadband
• 1.4 Why we think IPTV VoD can be transformational
  • The cable approach: network VoD
  • The satellite approach: near-VoD and DVR-based VoD
  • Why IPTV needs VoD: driving differentiation
  • How telcos position VoD: some examples

• 2.1 The emerging telco business model: bundles and video transformation
• 2.2 Making money from VoD: the case for lower churn and higher ARPU
  • Why VoD is good for churn
  • VoD, pay TV customer growth, and opportunities for up-sell
  • Incremental revenue from VoD usage lifts ARPU levels
  • More VoD revenue potential: advertising

Section 3: Breaking down IPTV VoD business models

• 3.1 IPTV VoD models are less attractive for now, but lucrative models will come later
  • Why IPTV VoD is not attractive in the medium term
  • Two stages to more lucrative VoD models
• 3.2 Why VoD-only IPTV business models are difficult to pull off
• 3.3 What works: successful packaging strategies for VoD
  • FoD: questionable economics
  • Toward subscription-based VoD
  • Case study: PCCW- from a-la-carte to subscriptions

• 4.1 Content: the lifeblood of VoD
  • Finding content that sells
  • Case study: Verizon moves into local-content programming
  • The long tail conundrum
  • The TV-on-demand evolution
• 4.2 VoD Content sourcings models: Exclusivity is rare, so IPTV operators are looking to create content
  • Case study: France Telecom becomes a movie producer
• 4.3 VoD content pricing schemes: looking for margins
  • The studio challenge and why IPTV VoD is not on top of the list
  • The challenge of volume guarantees
  • Avoiding napsterization

• 5.1 Methodology
• 5.2 How big is the IPTV VoD addressable market?
• 5.3 IPTV VoD unit sales and revenue

• IPTV Architecture Primer
  • The head-end
  • Transport
  • The set-top box

• Exhibit 1: Expanding world of video
• Exhibit 2: Evolution of VoD services
• Exhibit 3: VoD variations
• Exhibit 4: Time Warner Cable' s VoD and ITV services
• Exhibit 5: VoD network architecture
• Exhibit 6: Cost per VoD stream
• Exhibit 7: Penetration of two-way capable pay-TV services
• Exhibit 8: Global broadband household penetration
• Exhibit 9: Growth in pay-TV subscriptions and ARPU in France, the UK and the US
• Exhibit 10: IPTV minimum service pricing
• Exhibit 11: Comparative “per-use” VoD pricing by operator
• Exhibit 12: PCCW' s SVoD push
• Exhibit 13: Correlation between VoD viewing and number of VoD titles, Comcast
• Exhibit 14: TV-on-demand models
• Exhibit 15: Content sourcing model
• Exhibit 16: Programming costs per subscriber for selected players (US$)
• Exhibit 17: France Telecom' s VoD revenue breakdown
• Exhibit 18: IPTV VoD subscribers by region
• Exhibit 19: IPTV VoD unit sales by region
• Exhibit 20: IPTV VoD revenue by region
• Exhibit 21: IPTV VoD revenue breakdown into SVoD vs. per-use VoD
• Exhibit 22: IPTV technology value chain and vendors
• Exhibit 23: Operator Capex for IPTV architecture
• Exhibit 24: Video compression technology primer
• Exhibit 25: Comparative look at IPTV access technologies