Global IPTV industry must find the differentiator
Commentary on a new report has suggested that IPTV must find ways to distinguish itself from traditional video services if it is to succeed.
The analysis from ABI Research, following its recent “Global IPTV Markets” study, comes shortly after the Australian Communications and Media Authority released its findings that the Australian market for IPTV services is struggling, relative to the international environment.
“IPTV operators must now leverage the characteristics of the new platform… redefining the experience of television,” said senior analyst Cesar Bachelet. He suggested the use of more targeted advertising, the offering of electronic programme guides through any internet-capable device, and the integration of web content such as text or video with more traditional broadcast content. “All the tools are there,” said Bachelet, “enabling IPTV operators to bring greater choice, convenience, and control to users. However, operators must tread carefully in order not to overwhelm subscribers with too many features at once, and business models still need to be defined for some of the new value-added services in order to monetise them without alienating subscribers.”
- IPTV Demonstrations have already showed the inclusion of services such as EPG’s on any internet capable device - convergance will be key here, where TV’s (fixed) can basically talk to mobile devices and vice versa.
- Major vendors such as Sony, HP, Panasonic, Sharp and LG are responding to this demand with new TVs or add-on modules that make it easier for viewers there to flick the switch to the Web.
- Vendors and mobile Operators are pushing a similar message - Any device, anytime, anywhere!
- IPTV is somewhat a threat to traditioanl broadcasting networks. Hence, we have seen the likes of Channel 7 buying Unwired.
