Special Report
Personal agenda:
It’s time for the
individual TV experience
Convergence has finally arrived and it is going to change
consumers can view, produce and share
content on whatever device or access network
television forever. Service providers who blend live and on-
they choose, are nearly upon us.
demand video with broadband, mobile and fixed-line
Today’s best-in-class television, with
telephony can shape the expectations of a generation
HDTV, interactive TV, PVR and VOD, is the
starting point for a new consumer experience
demanding TV that is personal, and ‘TV that connects them
that Ericsson and Tandberg Television has
to everything’. Vendors must combine best-in-class products
identified as the ‘Individual Television
with multi-network integration skills and seamless
Experience’. This concept is the result of
detailed research carried out through the
integration of complex, cross-platform services. And to
Ericsson Consumer Labs into what consumers
counter increasing complexity, this market needs open
want from television and it is built around
standards. ALAN DELANEY, IPTV business development
four key consumer desires. These are: TV that
is personal, TV that is high quality, TV that
director, Tandberg Television, and EUGENE SARMIENTO, head
connects them to everything, and TV that
of IPTV sales, Ericsson, report.
brings value for money.
‘TV that is personal’ means people want to
S
ince the mid-1990s we have entering a new era where consumers will control what they watch, when they watch it,
witnessed the emergence of digital have more freedom to decide how they and which devices they watch it on. They
and on-demand television, the consume multimedia content, socialise, want the ability to time-shift and transfer
advent of mass-market mobile communicate and connect with their family, content, and they only want advertising
communications and the triumph of the friends and contact network. Television and messages that are relevant to them.
broadband Internet. Even in isolation, the networked devices will influence and be Consumers want the same functional choices
impact of each technology has been enormous influenced by the wider fixed and wireless whether they are watching their 60 inch
but during the next decade we will see what is communications environment. Truly plasma, laptop or mobile and they want to
possible when they finally converge. We are converged, multi-screen services, where communicate, share and view - and all at the
same time on the same device.
‘TV that is high quality’ means consumers
want to be entertained and never bored. They
will only accept high picture quality and are
unforgiving of performance glitches. They
want to enjoy glorious high definition
programming on their new large format, flat
screen HD televisions. Quality is also defined
through experience and most people view
ease of use as one of the most critical aspects
in any service may it be their TV screen,
mobile phone or PC. The ability to adapt and
create a user experience that does not require
a manual and allows for more efficient search
and transfer of information across devices
will be what creates a successful service.
‘TV that connects me to everything’ is the
vision of customers living their lives online
and on three screens. They produce as well as
view content. And for television to be ‘worth
the money’ it must be valuable to consumers
guide2iptv iptv 12 september 2008
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