Alex Gault Vice president, product development, Mobovivo alex@mobovivo.com

iPad: The most valuable screen ever.

So who is it going to be?

Who is going to be the next Ted Turner?

Netflix

Hulu

YouTube

Tim Cook

Samsung

Facebook

Cisco

Ryan Seacrest

TV vs. Apps vs. Web

Prime time TV still the winner

Apps a close 2nd

Web lagging

Native Apps Trump HTML5

1,000 x websites as apps competing for less & less time

Apps make $$

Discovery Channel: Website losing to App

During Prime Time, page views for App exceed those for website

http://corporate.discovery.com/media/uploads/pdf/video-perceptions-study.pdf

Samsung vs. Apple

Samsung: Global leader in TV sales

Apple: Most valuable company in the world

Combined: Expected take 90% of 2012 smartphone profits (Maynard Um, UBS Analyst)

Samsung: Distant 2nd in the tablet market

Apple: Expected to launch TV

IP: Heavy patent battles between two

Smart TV?

Or Smart Remote Control?

Computing power is in the cloud, but not 100%

Smartphone apps are better

Better yet on tablet

Browser-based navigation on TV is not user friendly

─ Typing & search work on computers, but not well on mobile devices

─ Voice is unproven

Tablets and smartphones make great remote controls

Growing sources of original programming

Ad agencies are becoming producers

Actors are becoming producers (Kim Kardashian, Oprah, etc)

Producers are producers

Studios are producers

Networks are producers

Operators are producers (Comcast/NBC)

Netflix & YouTube are producers

TV Shows: Apps can serve entire life cycle

Pre-release: Advanced marketing

Broadcast: Second Screen

– 86% of mobile internet users engage with mobile devices simultaneously with TV (Nielsen/Yahoo)

– 31% of internet use is in front of TV

– 30% of tablet use is in front of TV

– In 2012, commuters will watch 5B hours of TV on their mobile devices

Home Entertainment: TV apps: iPad becomes primary screen

DVD

Currently represent 70% of the OTT revenue

Predictions

─ DVD extras become App extras

─ Many DVDs become dedicated Apps by 2013

─ Apple launches video “Newsstand” – API that aggregates video apps

─ Single title Apps become points of aggregation for other shows & movies (in app purchases, etc)

Film

Tweet Seats in 2012

What role does social play in 2015?

Life Cycle

– Pre-Release marketing

– Theatrical release

– Broadcast

– Home entertainment

Apps are more secure than DVD and broadcast

Actors can drive sales at all stages

Apps serve the life cycle of shows & films

Enable audiences to stay tuned from pre-release to home

entertainment

Pre-release: Social & expressive medium for writers, actors & fans

Broadcast: Companion to film & TV viewing

Home entertainment: Primary screen viewing experience

Capture audiences early

Pre-Release:

Actors go social

Producers & writers deliver production stills, dailies & locations

Just prior to release:

Actors & producers going again with in-app posts to Facebook & Twitter

During release:

Sell theater tickets to theatrical

Drive audience to broadcast

Home Entertainment:

Sell movies & shows as dedicated Apps

Directly connect with audiences

Producers can build audiences during the entire life cycle:

Engage

Drive theater ticket sales

Drive home entertainment sales

Drive merchandise sales

Fund their next productions

Power of the second screen

Audiences: Looking for deeper engagement with TV shows & films

Information discovery: Cast, characters, players plot (Wikipedia, IMDB, sports stats, etc)

Connecting socially: Facebook & Twitter integration

Remote control: Personalized programming guide & controller

Interactive: Game mechanics, quizzes, contests, rewards

Shopping: Purchase something from either screen – from within an ad or product placement

Apps that engage audiences while

watching the big screen Second Screen App

2012 - 2020 Playbook

Televisions get dumb

Content gets smart

Users get hooked on control

Netflix, YouTube, Conde Naste, NY Times, etc. become channels

Everybody makes original programming

Celebrities become channels, producers – then studios & networks

Advertising is great for reality & sports

Pay-per-view & subscriptions rule scripted programming

Netflix tries ads

iPad: Most valuable screen real estate

Why?

Airplay

Video newsstand to help with discovery

Remote control

Second screen

First screen

Resolution suitable for television programming

No need for Smart TV

Unlimited shelf space

The iOS and apps get upgraded regularly & automatically

Alex Gault Vice president, product development & client services, Mobovivo alex@mobovivo.com

The most valuable screen ever.