p02-4,6-7 IPTV@IBC08 Overview v4 25/7/08 12:12 Page 7
Cable & Satellite Europe IPTV@IBC08 > Overview
still need scale before advertisers are interested in using their plat-
forms. For Riker, IPTV will become more attractive to advertisers if it
delivers content to multiple devices inside and outside the home.
“When you talk about the three-screen approach [of delivering services
to TV, PCs and mobile devices], you are opening up the market. As you
converge those three technologies with a single service and create a sin-
gle campaign across multiple platforms it becomes compelling for the
advertiser,” he says. Arris, he says, is working on technologies that can
deliver advertising campaigns to the three screens. “It’s still in its infan-
cy but we have a unified platform that allows you to serve those three
screens with advertising,” he says.
Mueller-Schubert says that Microsoft is trying to foster the develop-
ment of applications by opening its platform out to the wider applica-
tion development community. “The area you will see growing very fast
is the application development partner area,” he says. “Phase one of
developing the IPTV market was to make things highly scaleable. The
numbers now prove that our solution is scaleable so we have achieved
step one. Step two is to enhance IPTV systems.” This means enabling
viewers to schedule their own viewing with time-shifting TV. Mueller-
Schubert says that the third step, for Microsoft, is to create a large devel-
opment community based on its ASP.net platform.
Other middleware providers are also looking to capture the applica-
tion development strength of the web. “These kinds of services will for
sure evolve as time goes by. Up until now, many operators have
focused on basic TV services as IPTV is a relatively new technology,
and a lot of effort has been put into securing the networks for TV serv-
ices,” says Per Skyttval, CEO of Sweden-based middleware provider
Dreampark. “The next step is to add value-added services to the offer-
ing. We believe we will see all sorts of interactive services appear, and
Dreampark gets a lot of requests for these kinds of services. As the
Dreamgallery platform is built upon open web standards, the integra-
tion of interactive services is smooth.”
The speed with which operators will move to more advanced mod-
els remains to be seen. It is likely that a wider range of models will be
adopted, with operators’ strategies being determined to a large extent
by their size and scope, with converged tier-one players looking to
fixed-mobile convergence and smaller players looking to add web-
based applications and services. ●
searchable archive at www.informamedia.com
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