Network operators need to ACQUIRE and RETAIN subscribers, DIFFERIENTIATE their offering through...

•Network operators need to ACQUIRE and RETAIN subscribers,

• DIFFERIENTIATE their offering through added-value services,

• REDUCE customer CHURN,

• and INCREASE LOYALITY and average REVENUE per user.

•Network operators need to ACQUIRE and RETAIN subscribers,

• DIFFERIENTIATE their offering through added-value services,

• REDUCE customer CHURN,

• and INCREASE LOYALITY and average REVENUE per user.

Why is it good?Why is it good?

What is TOYO? What is TOYO?

TOYO is an interactive feature that digital television network operators can offer as a value-added service.

TOYO appears as an on screen graphic.

TOYO responds to standard remote control functions.

TOYO is an interactive feature that digital television network operators can offer as a value-added service.

TOYO appears as an on screen graphic.

TOYO responds to standard remote control functions.

cont… TOYO exhibits behavior and personality that develops over time.

TOYO encourages direct user interaction.

Users collect loyalty points through their interaction with TOYO.

Points enable users to acquire more TOYOs and more features.

TOYO exhibits behavior and personality that develops over time.

TOYO encourages direct user interaction.

Users collect loyalty points through their interaction with TOYO.

Points enable users to acquire more TOYOs and more features.

User: JessicaUser: Jessica

• Jessica is twelve years old.

• She has a new TOYO named “Wilbur.”

• Jessica plays with Wilbur after school.

• Jessica is twelve years old.

• She has a new TOYO named “Wilbur.”

• Jessica plays with Wilbur after school.

• Wilbur greets her with wild enthusiasm

• During the commercial break, Jessica would normally switch channels, instead…

• She gives Wilbur a pat and buys a yellow ball using points she’s earned.

• Wilbur greets her with wild enthusiasm

• During the commercial break, Jessica would normally switch channels, instead…

• She gives Wilbur a pat and buys a yellow ball using points she’s earned.

cont…

• She throws the ball to Wilbur, but it bounces off his nose.

• Jessica continues playing ball and Wilbur finally catches it.

• She throws the ball to Wilbur, but it bounces off his nose.

• Jessica continues playing ball and Wilbur finally catches it.

cont…

• She freezes her show, but Wilbur keeps playing on the screen.• She freezes her show, but Wilbur keeps playing on the screen.

• Bryce is a hardcore videogame player.

• He has all the latest in high-tech equipment.

• His TOYO is a little monster he calls “Sid.”

• Bryce is a hardcore videogame player.

• He has all the latest in high-tech equipment.

• His TOYO is a little monster he calls “Sid.”

User: Bryce, 24User: Bryce, 24

• Program guide window pops up, Sid takes over the screen. Bryce gives Sid a virtual pat on the head to calm him down.

• Program guide window pops up, Sid takes over the screen. Bryce gives Sid a virtual pat on the head to calm him down.

cont…

• As Bryce watches television, Sid makes trouble looking for attention. Bryce cashes in points and buys Sid a skateboard.

• As Bryce watches television, Sid makes trouble looking for attention. Bryce cashes in points and buys Sid a skateboard.

• Bryce teaches Sid how to use the skateboard. Playing with Sid accrues points.

Furthermore…

• Bryce teaches Sid how to use the skateboard. Playing with Sid accrues points.

Furthermore…

cont…

• As an additional service, Bryce is greeted with a “branded” Sid in the form of a Xbox 360 character—King Kong

• As he plays with his branded TOYO, he receives 20% off the new Xbox 360 “King Kong” game.

• As an additional service, Bryce is greeted with a “branded” Sid in the form of a Xbox 360 character—King Kong

• As he plays with his branded TOYO, he receives 20% off the new Xbox 360 “King Kong” game.

cont…

Subscriber benefitsSubscriber benefits

TOYO offers feedback during normal viewing.

TOYO provides the user with engaging added-value entertainment.

TOYO offers feedback during normal viewing.

TOYO provides the user with engaging added-value entertainment.

TOYO links passive television experience with interactive services.

TOYO links passive television experience with interactive services.

Client benefitsClient benefits

TOYO provides additional revenue streams

through messaging services, transactions andmerchandising opportunities.

TOYO provides additional revenue streams

through messaging services, transactions andmerchandising opportunities.

TOYO creates an interface to promote interaction.

TOYO creates an interface to promote interaction.

Network operators provide TOYO to subscribers under a license from the developers.

Network operators provide TOYO to subscribers under a license from the developers.

cont…

Network operators and developers share revenues generated by transactions and merchandise that are driven by TOYO.

Network operators and developers share revenues generated by transactions and merchandise that are driven by TOYO.

cont…

TOYO provides added-value service that increases subscriber loyalty and reduces churn.

TOYO provides added-value service that increases subscriber loyalty and reduces churn.

Programming providers and advertisers may use TOYO as a means of enhancing their channel, program or advertisement.

Programming providers and advertisers may use TOYO as a means of enhancing their channel, program or advertisement.

SpecificationsSpecifications

• TOYO works within the limitations of a television display and digital television systems.

• TOYO does not intrude on the television viewing experience.

• TOYO works within the limitations of a television display and digital television systems.

• TOYO does not intrude on the television viewing experience.

SpecificationsSpecifications

State transition diagram

TOYO does not interfere with the operation of the navigation system and user interface.

Users select from a range of variants to create a TOYO that reflects their own individual personality.

TOYO does not interfere with the operation of the navigation system and user interface.

Users select from a range of variants to create a TOYO that reflects their own individual personality.

cont…

Each member of a subscribing household may have more than one TOYO

Only one TOYO can be active at any time.

TOYO responds to standard buttons on an ordinary remote control.

Each member of a subscribing household may have more than one TOYO

Only one TOYO can be active at any time.

TOYO responds to standard buttons on an ordinary remote control.

cont…

• TOYO is initially neutral in form.

• Additional versions of TOYO are provided.

• New TOYO versions develop over time.

• TOYO is initially neutral in form.

• Additional versions of TOYO are provided.

• New TOYO versions develop over time.

VersionsVersions

• Operators make TOYOs available either:

• free,

• in exchange for loyalty points,

• or payment through subscription.

• Operators make TOYOs available either:

• free,

• in exchange for loyalty points,

• or payment through subscription.

• Some TOYO versions have bonus features obtained through collecting loyalty points.

•Users collect new TOYO versions to add to collection.

• Custom branded TOYOs are associated with programming or promotions.

• Some TOYO versions have bonus features obtained through collecting loyalty points.

•Users collect new TOYO versions to add to collection.

• Custom branded TOYOs are associated with programming or promotions.

cont…

• Certain premium TOYOs are available ONLY to subscribers with a certain level of loyalty points.

• Certain premium TOYOs are available ONLY to subscribers with a certain level of loyalty points.

cont…

• TOYO reacts to user action and inaction

• TOYO exhibits moods and emotions

• TOYO rewards user interaction

• TOYO enables user customization

• TOYO develops over time

• TOYO reacts to user action and inaction

• TOYO exhibits moods and emotions

• TOYO rewards user interaction

• TOYO enables user customization

• TOYO develops over time

Core FeaturesCore Features

The Essence of TOYO The Essence of TOYO

TOYO is designed to provide viewers with the ability to add an element of personality to their viewing experience and build a relationship with their television service, such that it becomes the equivalent of a virtual pet.

TOYO is designed to provide viewers with the ability to add an element of personality to their viewing experience and build a relationship with their television service, such that it becomes the equivalent of a virtual pet.

“ TOYO changes the way we view

and interact with our television.”

“ TOYO changes the way we view

and interact with our television.”