Transcript
Transforming the Way Customers consume content Solutions, Services, Experiences
Aunindo Ghosh Senior Product Manager – SP Video
July 2015
More Content
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
More Screens
More Interactive
More Personal
Revenue Drivers Revenue Contribution ($Bn), 2012 90
80
11
50
20
2
10
60
40
30 20
Source: MPA, 5/2013. VAS includes fees from services such as VOD, DVR and PPV. © 2013-2014 Cisco and/or its affiliates. All rights reserved.
4
0
VAS
Total
Advertising
VAS
HD
SD
10
HD
0
Analog
4
43
50
SD
30
5
14
Analog
40
48
Revenue (US$ bil.)
Revenue (US$ bil.)
70
60
10
86
80
70
20
21
Total
90
Advertis ing
Revenue Contribution ($Bn), 2020
How to transform customer experience
Outstanding & Productive User Experience On Demand Entertainment Targeted & Relevant Advertising DVR Lite, DVR, Multi-Room DVR to Cloud DVR Interactive TV
Security needs to be a Protector AND Enabler for advanced experiences
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Outstanding & Productive User Experience
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Content Discovery: Essential Tool for monetization
4% of people who sit down to watch TV know what they want to watch” (CEA)
“Only
1%
“VOD makes up just of US TV viewing. Pay-TV operators can increase VOD and premium content purchase by
x2, x3 by pushing relevant content to subscribers” (TDG, Digitalsmiths)
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Foundations of outstanding UI/UX
Rich, consistent, true multiscreen UI/UX experience across range of devices : from Entry Level SD Zappers > HD zappers > PVR > Gateway to 2nd Screen with varying memory profiles( flash 1MB – 3MB)
Non intrusive, icon or overlay poster based electronic program guide, with additional support for regional languages.
Multiple monetization features like EPG ad’s , Unified on Demand and Global Search Experience.
Scalable Content source & content discovery using Rich metadata.
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Cisco Product UX
Levels of Customization in EPG Fully custom built EPG solutions Tier 1 and tier 2 customers prefer a customized EPG Branded themes for standard UI customization Near zero effort” recoloring for low cost cable operators
Ergonomy
Product
Identity
Fonts & Colors
Layout & Animations
Features & Functionality
Ergonomics
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No Evo EPG is same… Custom Branded Evolution EPG - With over 51 Customers
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On Demand Entertainment
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Operators Are Exploring VOD Delivery Models ZON increased VOD revenue with new UI
Number of buys on the ZON video-club, including subscription VOD, increased by 160% VOD revenues increased to almost 0.8% of total triple play revenues in the quarter (Broadband TV News, May 2011)
DirecTV Launched Premium VOD for $30 per rental
Launched April 2011 together with 20th Century Fox, Sony Pictures, Universal Pictures and Warner Bros. Offers early-release films on HD for 2 weeks for $29.99 with 48hr viewing windows
VOD becoming leading proposition in emerging markets leapfrogging to 2-way
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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Video On Demand : Technology & Business Choices VOD on a 1-Way Network : nVOD, Basic & Advanced Push VOD VOD on an Unmanaged/3rd Party Return Path: Progressive Download, ABR
VOD on a fully managed IP Network: Streaming VOD, ABR based VOD Business Models: nVOD, TVOD, SVOD, Cross Device Entitlements, Bundling
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Targeted & Relevant Advertising
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
TV advertising business Audience
+
TV viewers
Inventory Advertising time available in a show or on a channel
+
Advertiser demand Will they pay for their adverts to been seen your audience?
=
Money The right Ads seen by the right viewers at the right time
Creditably measured Demographically subdivided SPs deliver audience for broadcasters and content providers
Who owns / sells this inventory?
Where can a Cable Operator Add Value ?
Is there room for more More Inventory ? Is there room for more More Advertiser Demand ?
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
EPG Ads – An Additional Revenue Opportunity
• Serve targeted and contextual advertisements on EPG real estate • Promote premium content (VOD, Broadcast, OTT) on EPG to increase ARPU
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EPG Advertising • EPG Ads at multiple locations
• EPG Banner • Home screen • Ads over video • Multiple levels of targeting
• Based on household profile • Service based, event based, genre based • Dynamic Advertising
• Refresh • Rotate © 2013-2014 Cisco and/or its affiliates. All rights reserved.
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Audience Measurement System •
Prove advertisers that their ads are being watched
•
Demonstrate the number of impressions that they received from the platform
• EPG Ads reports back to AMS • Which campaign has been presented • Which ad has been presented • Time Stamp
• Ad Zone • Duration of Ad display
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
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EPG Ads: Campaign Management Tool • Marketers can book ad campaigns based on
• Specified Ad Zones • Specified number of Ad Zones • Campaign duration • Target Profile • Context (Time of Day, genre, channel) • Marketer can edit/update the campaign
• Add creative assets if they were not available during initial booking • Change creative assets
• Change flight time • Delete campaign
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Simple and fast booking of campaigns. Easy to sell deals to advertisers.
Case Study for Airtel- Leading DTH Operator In India
Overall 15 Million Subscribers
Deployed the Targeted EPG Advertising Solution across all deployed box profiles (SD, HD, 1way, 2-way, Zapper, DVR)
Targeted EPG Ads targets over 27300 unique Postal Codes across whole of India
Over 50 unique KPIs defined resulting in varied targeted campaigns
Have partnered with a leading Ad Agency in India for sourcing various Ad Campaigns
On an average 50 different campaigns are created per month
Have also deployed AMS as the Measurement platform in sample homes with sample size of 1000 subscriber homes per region
Next phase is to deploy Predictive Modeling for Ads Consumption Behavior across population
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Tune to a channel/pop-up on red button press
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Scrolling text
Pop up ads
Marketing message screen
On Boot-up screen
On home banner
On home screen
Ad Zones
DVR Options
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External USB Stick
DVR Lite
Full DVR
MR DVR
Hybrid cDVR
Full cDVR
DVR Technology & Service choices
Full PVR Functionality on connected zapper with Unique/Common Copy
True multiscreen solution, with extendable cloud storage
Connected DVR, extendable storage to Cloud. Retains recorded assets
Avoids truck-roll, swap-out. Allows Multiscreen DVR
1 Master DVR, plus connected Zapper Clients over WLAN
Avoids capex for 2nd DVR in a Multi-TV home, creates stickiness
2 Tuner full fledged DVR (Internal/External) with Remote Booking
Provides infrastructure for Push VOD, and other On-Demand
1-Tuner Zapper + External HDD. Create Movie Libraries
Reduces operator Capex due to self paid model. Upsell to DVR
1-Tuner Zapper + USB drive. Live Pause, Trick Play, 2-3 Asset Storage
Creates awareness & Stickiness for Time Shifted TV
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Interactive TV
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Engaging Viewers With Internet STB Apps and Widgets Contextual web-apps are making their way to market • Widgets (news, twitter, notepad, Sudoku)
• Context (IMDB, Wiki) • Apps (YouTube, Vimeo) • Info widgets (news, weather, voicemail)
Business model: Download from Walled Garden App store
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
On-Screen Widgets: Examples
erizon – Widget Bazar
Iusacell – Stock Ticker
umericable – FB Chat
Telstra - Picassa
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Virgin - Weather
Bouygues - News
Companion apps 1. Discovery • Includes VoD catalogue and New EPG concepts, replacing the channel order with social/server recommendations and adding rich metadata (SFR, Comcast)
2. Check-In • Rewards viewers with prizes for “checking-in” to the show (Orange TV Check, GetGlue)
3. Advertising • Lets you buy what you see on TV ads (Shazam, Watch with eBay)
4. Networking – Enables social interaction with friends via social networks (Fango)
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© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Companion apps 5. Interaction – Enables users at home to interact with a specific program (X-factor)
6. Control – Replace the traditional remote and DVR scheduler with an emulation of in on the companion device (TiVo)
7. Consumption – Watch TV on the companion device (DirecTV)
8. Multifunction – Includes a combination of the above features (Zeebox, ScreenSync TV, Fav.tv)
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© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Popular App: Karaoke on STB o Red Karaoke & Cisco are developing a karaoke app for Cisco’s STB o The app can be used on connected and non connected STB
o The app is a karaoke game (similar to Sing Star) •
Amplified voice with microphones connected to the STB
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Automatic scoring compared with the original voice of the singer
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Karaoke and Singalong mode and Duets
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Playlist and favorites managements
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Multi-language karaoke
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Product Offer
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Karaoke Application infrastructure
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Karaoke Application development & Integration
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Support, Training
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Operational requirement for Service Provider: •
Karaoke Content Rights
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Karaoke Content Production
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Karaoke Catalogue Management
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Subscription Management
Case Study
Launches in Jan 2006 SD Zappers
iTV under Actve brand
2mn+ subs for Actve
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
HD STBs in June,2010
HD PVR in Feb,2011
12 Million + subscribers
Highest ARPU in India
Highest DVR penetration in India (~1M+)
Technology & brand leader
Video On Demand Dec,2011
TataSky Mobile App May,2013
Everywhere TV Oct,2013
Operator Service Transformation Path Videoscape Roadmap Advantage Basic Linear
Basic Broadcast HE
Advanced Broadcast HE
Multiscreen, Cloud-based
Linear + IP
Advanced Linear
Advanced Broadcast HE
Hybrid HE
Advanced Broadcast HE
Hybrid HE
Services
Devices
Scalable, Cloud Powered Data Center Infrastructure
• •
SD Zapper
HD Zapper
Hybrid HD Zapper
Hybrid HD Zapper
PC
HD Zapper
DVR Lite
Hybrid DVR Lite
Hybrid HD DVR
Table t
Hybrid HD DVR
Pure OTT
Mobile
HD DVR
Media Gateway
Phablet
Broadcast Live TV Interactive Apps
• • • • •
Broadcast Live TV Interactive Apps DVR Service Push VOD EPG Ads
© 2013-2014 Cisco and/or its affiliates. All rights reserved.
• • • • • • • • •
Broadcast Live TV Interactive Apps DVR Service Push VOD EPG Ads OTT Live & VOD Search/Reco Mediashare 2nd Screen Apps
• • • • • • • • • • • •
Broadcast Live TV Interactive Apps DVR Service Push VOD EPG Ads OTT Live & VOD Search/Reco Mediashare 2nd Screen Apps Multiscreen TV Home Media Server Synch & Go
Multiscreen
Thank you.
