Connected tv conference rene summer

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  • 1.CONVERGED TVHow it will affectviewership habits?POLICY RECOMMENDATION

2. This is Consumerlab 1 000,000 RESPONDENTS SINCE 1995REPRESENTING100,000 RESPONDENTS1.1 billionPEOPLE PER ANNUMMORE THAN 70 15 MEGACITIES COUNTRIES STUDIEDConnected TV Page 22012-06-27 | Conference | Ericsson AB 2012 | 2012-10-17 | Page 2 (19) 3. Consumerlab TV-VIDEOstudiesSource: Ericsson ConsumerLab TV Video Consumer trends 2012, Urban sample in China, Brazil, Chile & Mexico, National sample all other markets, Ipsos statistics, CIA the world factbookConnected TV Conference | Ericsson AB 2012 | 2012-10-17 | Page 3 (19) 4. Consumer expectationsOne super simple, convenient, aggregated service bringing my content into one experience On-demandcontentIndividualizedTV experienceIdea basedSocial TV content discovery Linear bundles &A la CarteSource: Ericsson ConsumerLab TV Video Consumer trends 2012Connected TV Conference | Ericsson AB 2012 | 2012-10-17 | Page 4 (19) 5. Change:On-demand going mainstream Advanced services, features and habits are becoming available for everybody The shortcutBasic broadcastConnected-TV Merging theviewingTV-experience TV-screen basedEnabled by easy to use Mix of linear and built in features on-demand Multi screen basedRequires knowledge,Requiring even moreexploration, time & technology knowledge, time & techy devicesInternet based on- demand PC-screen basedSource: Ericsson ConsumerLab TV Video Consumer trends 2012Connected TV Conference | Ericsson AB 2012 | 2012-10-17 | Page 5 (19) 6. CHANGE:Growing habit of paying for on-demand % 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] Source: Ericsson ConsumerLab TV Video Consumer trends 2011, 2012Connected TV Conference | Ericsson AB 2012 | 2012-10-17 | Page 6 (19) 7. CHANGE: Displacing free can be donewith lawful services ! Spain Base: Spanish on-demand (streaming & downloading content) users (513 users out of 1000) New & old contentAttractive pricingUser friendly & simple 60%US 50% 2011 40% 2012 30% 20% 10%0% OtherFile sharingApple iTunesAmazon InstantOperator On-TV Network Hulu Netflix Videodemandhomepage Base: US on-demand (streaming & downloading content) users (591 users out of 1000)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 & 2012Connected TV Conference | Ericsson AB 2012 | 2012-10-17 | Page 7 (19) 8. What do consumers value ? On-demand & Time shift(+8%-points)Theatretical releases direct on TVA la Carte TV/Video content (+7%-points) A lot of TV ChannelsBASE: 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, 2012Connected TV Conference | Ericsson AB 2012 | 2012-10-17 | Page 8 (19) 9. Barriers for On-demand TVand Video usage Source: Ericsson ConsumerLab TV Video Consumer trends 2012Connected TV Conference | Ericsson AB 2012 | 2012-10-17 | Page 9 (19) 10. The market supply failure oflawful on-demand content Source PWC Global Entertainment Outlook 2012Connected TV Conference | Ericsson AB 2012 | 2012-10-17 | Page 10 (19) 11. POLICY RECOMMENDATIONSConnected TV Conference | Ericsson AB 2012 | 2012-10-17 | Page 11 (19) 12. INCREASE AVAILABILITY OF LAWFUL DIGITAL SERVICESConnected TV Conference | Ericsson AB 2012 | 2012-10-17 | Page 12 (19) 13. FIRST RELEASE WINDOW MUST TOO GO DIGITALConnected TV Conference | Ericsson AB 2012 | 2012-10-17 | Page 13 (19) 14. DISPLACE FREE WITH LEGAL DIGITAL SERVICESConnected TV Conference | Ericsson AB 2012 | 2012-10-17 | Page 14 (19) 15. REASONABLECONSUMER EXPECTATIONS EXCEPTIONS TIME PLACE DEVICE SHIFTINGMUST BE METConnected TV Conference | Ericsson AB 2012 | 2012-10-17 | Page 15 (19) 16. TECHNOLOGY NEUTRAL EXCEPTIONSConnected TV Conference | Ericsson AB 2012 | 2012-10-17 | Page 16 (19) 17. PROMOTE INNOVATIONMORE FLEXIBILITY &INSTANT GRATIFICATIONConnected TV Conference | Ericsson AB 2012 | 2012-10-17 | Page 17 (19) 18. Summary Windowing, first release window must go digital lawful digitalalternatives necessary. Displace illegal access with appropriate lawful digital services moreenforcement not a solution for treating the absence of lawful digitalavailability. Time-, Place-, Device-shifting exceptions must beaccommodated, 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 moreflexibility and accommodate instant gratification; Micro-payments, Pre-paid, Vouchers/Tickets, Viral marketing/Social TV to complementsubscriptions and advertising models.Connected TV Conference | Ericsson AB 2012 | 2012-10-17 | Page 18 (19)