Special Report
in these markets is somewhat slower than in rather the relative immaturity of the content to get traction for their IPTV offerings in the
Western Europe, with prices that are similar to market, where there is currently little competition with major cable operators.
the competition rather than the rock-bottom incentive for getting an expensive pay TV Currently, the IPTV providers are growing
prices in Western Europe. Build-out of the package. This will gradually change, but in rapidly driven by aggressive marketing and
network is also done in a more measured pace the meantime price rather than content will be roll-out into new areas, but will meet
and the service itself is typically less advanced the key sales argument. competition from cable companies who will
than Western European IPTV offerings. In India, the domestic content market is add IPTV functionalities to the cable offerings
However, long-term the prospects for IPTV in one of the most vibrant in the world. There is to counter any new service innovation from
Central and Eastern Europe are very good and a huge demand among the growing middle the telcos. Both Verizon and AT&T are
it will likely be the dominating technology in class for more and better TV content, and a investing heavily in their network to deliver
many markets as early as in five years time. clear willingness to pay. However, the Indian high quality triple play services and HD video,
telecom networks to end consumers are with Verizon’s ambitious FIOS initiative
Asia - volumes, volumes, volumes notoriously of low quality and the complex requiring billions of dollars in investment per
structure of regions and different telecom year during the coming years. Among the
Asia is a very fragmented market, both in operators makes it very difficult to guarantee smaller telcos, increased outsourcing of the
terms of demographics and in terms of TV quality and a good user experience. Indian IPTV solution to external vendors provides the
offerings and market development. Advanced telecom operators are planning for huge possibility of reaching necessary scale to
markets like Japan, Taiwan and Hong Kong investments in the coming years to overcome compete.
show similar market development as Western the technical problems. Once these technical
Europe, with aggressive triple play roll-out hurdles are overcome, the market development Global similarities - regional variations
and high speed, high quality networks. More will be very rapid.
immature markets like Vietnam and the IPTV shows all of the signs of a very
Philippines are still struggling with getting the North America - cable TV incumbents immature market. Pricing still shows plenty
population online, and full scale IPTV of fluctuations both to consumers and
deployment is still a number of years in the In North America, cable dominates the TV among solution vendors. Technology shows
future. However, to fully understand Asian distribution market, and the telecom operators fragmentation but also rapid innovation,
IPTV development it is important to consider have over the last decades had difficulties in with new service functionality appearing all
China and India separately. The development competing efficiently due to a complex the time. Everywhere, IPTV shows the
in these markets will be key to the regional division. However, consolidation has similar features of an immature market, and
development in Asia, but will develop very taken place and two major competitors, service providers and vendors are trying to
differently from each other. These two markets Verizon and AT&T, have launched learn from best practice IPTV deployments
will likely go head-to-head in the race to be aggressively into IPTV, both of them starting around the world. The conclusion of this
the largest IPTV market in the world as early to get some scale and market attention. In article is that even though such learning
as 2012. addition to these two big IPTV operators, there points are valuable, the development and
In China, broadband networks are built out are numerous local and regional telecom situation on each market could be radically
at a very rapid pace in the big cities, and operators around the USA and Canada, different. Caution is advised in learning
several domestic technology suppliers are serving the local markets, in many cases as from other deployments. A strategy working
developing systems tailor-made for the small as a few thousand households. All of well in one area might be catastrophic in
Chinese market. The main obstacle in China is these smaller telecom operators are struggling other markets.
Personal agenda:
convergence, reminders that a broadcast
and reply, or ignore the message and return
programme is about to start (a common feature
to the current TV programme.
It’s time for the
on digital TV) can be routed to a mobile phone
These are the kinds of features that
individual TV experience
if the IPTV subscriber is away from home. The
contribute towards the Individual Television
end-user can reply via SMS and choose to
Experience. Few companies, if any, are better
snooze the programme or record it to PVR for
placed than Ericsson and Tandberg Television
Continued from Page IPTV 13.
later viewing on PC, Mobile or TV. IMS-centric
to deliver such convergence-driven scenarios.
will generate multiple combinations that no
features like these are helping to differentiate
These are the types of services that can
one has yet thought about. An example of
service providers.
increase customer loyalty and grow revenues
delivering such innovative applications
The convergence of communications and
when the competition really starts to bite.
includes extended parental control feature
entertainment makes sense - especially when
Telcos can use convergence to set out a
combined with an Internet TV rating
so much modern communications revolves
new agenda. They should be aiming to bring
application where children can request
around social entertainment. Ericsson and
next generation must-have consumer
permission from a guardian to watch a VOD
Tandberg Television are helping network
services to market first because, make no
movie that is outside their usual rating
operators blend TV with fixed-line broadband
mistake, the world’s major cable and satellite
bracket (as defined on their user ID by the
and IMS to deliver a compelling on-screen
operators will not sit on their hands while
guardian). The request and responses are sent
messaging feature that allows consumers to
convergence passes them by. Any operator
between the set-top box and the guardian’s
send and receive instant messaging while
with access to an IP network, able to buy,
mobile via SMS. A pop-up message appears
watching TV. The service includes a presence-
lease or partner their way to mobility, can
on the TV screen to tell the viewer if access
enabled buddy list that the end-user can
start to deliver on the Individual Television
has been granted or denied.
manage. When messages are received, they
Experience. This is not telco TV – it is next
In another example of IMS-based
appear in a pop-up window. Users can view
generation TV for all.
guide2iptv iptv 18 september 2008
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