Connected tv conference rene summer

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CONVERGED TV How it will affect viewership habits? POLICY RECOMMENDATION

Transcript of Connected tv conference rene summer

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CONVERGED TV

How it will affect viewership habits?

POLICY RECOMMENDATION

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This is Consumerlab

2012-06-27 | Page 2

100,000RESPONDENTS PER ANNUM

1.1 billionREPRESENTING

PEOPLE

15STUDIEDMEGACITIES70

MORE THAN

COUNTRIES

1 000,000RESPONDENTS SINCE 1995

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Consumerlab TV-VIDEO studies

Source: Ericsson ConsumerLab TV Video Consumer trends 2012, Urban sample in China, Brazil, Chile & Mexico, National sample all other markets, Ipsos statistics, CIA the world factbook

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Consumer expectationsOne super simple, convenient, aggregated service

bringing “my” content into one experience

Source: Ericsson ConsumerLab TV Video Consumer trends 2012

Individualized TV experience

On-demandcontent

Idea based content discovery

Social TV

Linear bundles & A’ la Carte

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Change: On-demand going mainstream

Advanced services, features and habits are becoming available for everybody

Source: Ericsson ConsumerLab TV Video Consumer trends 2012

• PC-screen based

Basic broadcastviewing

“The shortcut” Connected-TV

Enabled by easy to use built in features

Merging the TV-experience

Internet based on-demand

• TV-screen based • Mix of linear and on-demand

• Multi screen based

Requires knowledge, exploration, time & technology

Requiring even more knowledge, time & techy devices

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CHANGE: Growing habit of paying for on-demand

%

Source: Ericsson ConsumerLab TV Video Consumer trends 2011, 2012

BASE: Core 7 markets (US, UK, Sweden, Germany, Spain, China and Taiwan) [Have and use device and Watch stream or download video at least monthly]

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CHANGE: Displacing “free” can be done with lawful services !

Base: Spanish on-demand (streaming & downloading content) users (513 users out of 1000)

Base: US on-demand (streaming & downloading content) users (591 users out of 1000)

Spain

US

New & old content Attractive pricing User friendly & simple

BASE: Spain & US [On-demand users that watch streamed or downloaded video content at least several times per month]Source: Ericsson ConsumerLab TV Video Consumer trends 2011 & 2012

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%

(+8%-points)

(+7%-points)

BASE: Core 7 markets (US, UK, Sweden, Germany, Spain, China and Taiwan) (Showing those who consider the service worth paying for)Source: Ericsson ConsumerLab TV Video Consumer trends 2011, 2012

What do consumers value ?On-demand & Time shift

A la Carte TV/Video content

A lot of TV Channels

Theatretical releases direct on TV

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Barriers for On-demand TV and Video usage

Source: Ericsson ConsumerLab TV Video Consumer trends 2012

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The market supply failure of lawful “on-demand” content

Source PWC Global Entertainment Outlook 2012

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POLICY RECOMMENDATIONS

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INCREASE AVAILABILITY OF LAWFUL DIGITAL SERVICES

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FIRST RELEASE WINDOW MUST TOO GO DIGITAL

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DISPLACE FREE WITH LEGAL DIGITAL SERVICES

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REASONABLECONSUMER

EXCEPTIONS

TIMEPLACEDEVICESHIFTING

EX

PE

CT

AT

ION

S

MUST BEMET

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TECHNOLOGY NEUTRAL EXCEPTIONS

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PROMOTE INNOVATION MORE

FLEXIBILITY &INSTANT GRATIFICATION

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Summary

› Windowing, first release window must go digital – lawful digital alternatives necessary.

› Displace illegal access with appropriate lawful digital services – more enforcement not a solution for treating the absence of lawful digital availability.

› Time-, Place-, Device-shifting exceptions must be accommodated, reasonable expectations.

› Technology neutral exceptions > private cloud› Roaming private services a step to multi-territorial services› Promote A’ la Carte innovation, traditional services must offer more

flexibility and accommodate instant gratification; Micro-payments, Pre-paid, Vouchers/Tickets, Viral marketing/Social TV to complement subscriptions and advertising models.

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