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Dual Screen TV Mobile Services for the Immobile(ized) Venu Vasudevan, Motorola Mobility

Betaworks Intelligent Local Search, Oct 2012 2 Page

Me

© 2011 Motorola Mobility, Inc.

Scalable Dist systems. Architected largest network management system

Mobile Media. Work led to first business with dominant Japanese operator in 15 years

Converged (TV+ mobile). ‘Pioneered’ the concept |business of dual-screen TV within Motorola

Betaworks Intelligent Local Search, Oct 2012 3 Page

Future of TV. The conventional crystal ball.

© 2011 Motorola Mobility, Inc.

= possibly exciting .. way distant future

Business As Usual Few, entrenched players Controlled ecosystem Incremental evolution

Betaworks Intelligent Local Search, Oct 2012 4 Page

Second Screen ‘Darwinizes’ TV

device

rendering

interactivity

content

behind Moore’s

beyond Moore’s

Developer Driven Defacto standards Open(ish) ecosystem

Application Innovation Lucrative Analytics

Betaworks Intelligent Local Search, Oct 2012 5 Page

So ..

• How big is dual-screening?

• What are the killer 2nd screen apps?

• Where’s the search & analytics play?

© 2011 Motorola Mobility, Inc.

Betaworks Intelligent Local Search, Oct 2012 6 Page

The Who. Users want interactive TV ..

THR Study 2012

Betaworks Intelligent Local Search, Oct 2012 7 Page

The What. 2nd Screen = both drive-in and getaway ���Search & social make up a meaningful chunk

© 2011 Motorola Mobility, Inc.

Source. Google Multi-screen Study. http://bit.ly/vhDEU4

Betaworks Intelligent Local Search, Oct 2012 8 Page

Search. Not just for, but ‘in’ content

© 2011 Motorola Mobility, Inc.

Source. Google Multi-screen Study. http://bit.ly/vhDEU4

Betaworks Intelligent Local Search, Oct 2012 9 Page

TV Queries. (In)Directly correlated to purchase intent

•  Term frequency from a small corpus of 13K TV queries on internet communities: •  DVD/iTunes – 199 •  Download - 236 •  Buy – 93 •  Rent – 77 •  Watch – 1263

• Meaningful q&a participation –  despite an unreasonably

tedious user experience • Making the experience

frictionless likely reduces the ‘see-ask-buy’ progression

© 2011 Motorola Mobility, Inc. Source. CollecTV. Crowdsourced TV Search - http://bit.ly/POYXxf

Betaworks Intelligent Local Search, Oct 2012 10 Page

Beyond Search. TV Killer Apps Rhyme with Web Video

© 2011 Motorola Mobility, Inc.

Use

r Act

ion

User Value. Sensemaking. Risk. Veracity Belonging. Relevance

Betaworks Intelligent Local Search, Oct 2012 11 Page

The How. 2nd Screen Ecosystem���incumbent expansion + disruptor incursion

© 2011 Motorola Mobility, Inc.

Credits. http://digitalvideospace.blogspot.com/2012/02/second-screen-ecosystem-infographic.html

Betaworks Intelligent Local Search, Oct 2012 12 Page

2nd Screen Ecosystem – Sans the Obvious

© 2011 Motorola Mobility, Inc.

Credits. http://digitalvideospace.blogspot.com/2012/02/second-screen-ecosystem-infographic.html

Betaworks Intelligent Local Search, Oct 2012 13 Page

New Prosperity from Disaggregation? ���Bifurcation of TV analytics & TV delivery

• OTT TV Analytics via mobile – early innings, but ‘game on’

• More open, more competition, more entropy

•  Time scales (likely 1-4 yrs) != 10 yr ‘vanishing points’

•  Industry transition pace resembles mobile –  Likely TV Navigation | Search ���

| Ads | Commerce inflection points (in that order)

© 2011 Motorola Mobility, Inc.

Credits. Mesalliance.org

Betaworks Intelligent Local Search, Oct 2012 14 Page

Questions?

© 2011 Motorola Mobility, Inc.