Smart TV. On the verge of maturity

Andrey KholodnyyExecutive Director on Media Assets Management, Rostelecom

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Dedicated vs. Universal network

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Dedicated vs. Universal Network

Physical Separation• Telephone

• Data

Frequency separation

• xDSL

• DOCSIS

Logical separation

• IP networks

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Dedicated vs. Universal Device

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Dedicated vs. Universal Device

Smart TVSTB

PVR

Browser

Game console

Media player

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Smart TV is the Winner

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But…

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Service maturity

• Low service performance

– Slow content access. From switching on to watching content 30..90 seconds and two clicks at least

– Low user interaction speed

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Service maturity

• No interoperability

– Separate applications for each vendor

– Every year new hardware, functionality, limitations, design, SDKs

– Fast platform changes cause Smart TV becoming obsolete earlier than customer is ready to replace it

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Service maturity

• Hardware & SDK limitations

– HLS and some other technologies are not fully supported

– Limited support of existing software libraries

– No access to hardware functions (e.g. video management)

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Service maturity

• DRM issues

– TV vendor specific DRM required

– Poor rolled out DRMs support

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Service maturity

• Connection issues

– Connection quality (backbone and residential “last inch”) affects perceived service quality

– Connection quality impacts product performance

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Service maturity

• Customer interaction

– Different remotes

– Accelerometer

– Voice control

– Gestures

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Service maturity

• Design guidelines

– Clients forced to adopt its design for vendors guidelines

– Very limited design animation abilities

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Service maturity

• Payment systems

– No built-in payment system

– Developers forced to use 3rd party payment gateways

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Service maturity

• Business contradictions

– Vendors are now attracting content providers

– However vendors are already developing their own content platforms

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Conclusion

• Smart TV is the potential winner as content access platform

• Current implementation limits Smart TV platform utilization as content access platform

• In 1-3 years horizon Smart TV platform will reach its maturity stage and will compete for its market share as content delivery platform

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