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The Individual TV Experience
Ericsson helped individualize the telecommunication experience by making mobile broadband a reality. Now, we're helping enable another quantum shift in the way people watch TV, on any device, anytime, anywhere.
Our vision won't immediately change the way people watch broadcast TV. But it will be a catalyst for how they watch it tomorrow. The vision comprises four key components.
TV that is personal
I want the most relevant entertainment and information whenever I want, wherever I am, on whatever device I have.” – Sophie, 16, California
Individuals want to be seen, heard, and engaged with as part of their TV experience. Furthermore, they want control, ease-of-use, and a seamless experience among all three screens - mobile, TV and computer. A tall order, but this is what will be required to capture share-of-mind and share-of-wallet.
The Individual Television Experience places consumers in control of what they watch, when they want to watch it, and which device they choose. They can time-shift content, watch it on-demand, transfer it from their digital video recorder to their mobile device. They want the same functional choices, whether they're watching their HD TV, on their laptop, on their mobile TV - at home, on a train, in a pub, or wherever they are. They want to communicate, share, and view - all at the same time on the same device. And they only want information and offerings from advertisers that are relevant to them.
TV that is high quality
“I want it to work perfectly, all the time.” – Chester, London, 22
Consumers want to be entertained and never bored. They are absolutely unforgiving when it comes to picture quality, glitches in performance, or service outages. Increasingly, they are demanding High Definition quality as HDTV capable sets gain ground. By 2009, all US TV stations will broadcast in digital. The Individual TV Experience delivers - telecom quality with the freedom to choose the best possible viewing set-up, irrespective of location or device.
TV that connects me to everything
“I want to watch, share, and participate – to be a part of something. My life is on TV, and I’m the star.” – Nguyen, Singapore, 23
Consumers are no longer passive. Today's marketplace is populated by people who simultaneously produce and consume digital content. We call them ProdSumers. Whether uploading to YouTube or sharing vacation videos with friend, they are as likely to be creating their own as viewing other people's material and wherever they go, they still want the full range of broadband services available to do so.
Media drives communication and multiple communication modes are central to the community or network. Combined they drive revenues. Communication enables viewers to watch the big match broadcast, see which friends are also watching, then chat with them or send messages through other rich communication services.
TV that is worth the money
"I want it all without a big surprise in my bill at the end of the month" - Maria, Sweden, 26
New content, a seamless experience across mobile, TV and computer screens, video sharing, anytime, and anywhere are all highly desirable to the consumer. However, the Individual Television Experience must also have a clear, perceived value. It must be affordable. It must be straightforward (for example a monthly bill). And it must offer consumers control over their expenditure.
Driving Forces
Three powerful forces are driving the shift towards individualized TV.
New User Behavior
Meet the new generation of digital natives - migrating from passive to active television consumers. For them, the Internet is a way of life and now they want the same level of control over their TV.
A Technology Breakthrough
The move towards an all-IP environment enables seamless provision of interactive TV services to both fixed and mobile devices. We are already seeing a proliferation of handheld devices and an acceleration towards High Definition broadcasting.
Full Service Broadband has provided the infrastructure delivering any service to any device, any place, and any time. Multimedia has enabled the offerings. IMS enables you to roll them out. Our offerings place you in a uniquely strong position to take advantage of ubiquitous broadband and become a Televisionary.
Content Digitization
Digital content is easier to store, distribute and manage. It's easier to upload and download. It's easier to create, share, adapt, record and edit. Cameras are digital. TV recorders are digital. Here is the new, simple way to extend content to the widest audience.
Opportunities For Everyone
As consumer behavior and the business landscape changes, new business models create huge opportunities:
Network & Service Providers
New revenue possibilities are opened up by interactive and personalized services, plus advertising, simply by leveraging existing investments in fixed and mobile broadband. Having a two-way communication network in place you are able to differentiate from the competition, increase customer loyalty and launch new revenue streams.
Advertisers
Advertisers will reach a high-volume audience and target them more effectively. New levels of interactivity, personalization, message relevance and geographic targeting are all enabled by Individualized TV.
Content Owners & Aggregators
Content Owners and Aggregators will reach new consumers, as well as existing ones in new locations. New channels will target the content offering to specific niches. Another benefit will be comprehensive metrics on consumer behavior.
Driving The New Experience
Ericsson is committed to a vision offering TV consumers communication, interactivity, personalization, HD quality and user generated content. We can provide the support to evolve your network, services and processes to become a Televisionary.
End-To-End Solutions
With a portfolio strengthened by recent acquisitions, we can deliver leading, end-to-end solutions. To date, we have realized more than 60 mobile TV solutions and our IPTV technologies have been chosen by hundreds of operators worldwide.
Architectural Flexability Enabling Cost-Effective Growth
Convenience is vital for successful take-up. Converged services need to be seamlessly and intuitively accessible across all devices and networks. Yet, the new services and demands on network capacity must incur minimal additional cost of ownership.
Our Full Service Broadband architecture and portfolio emphasizes open standards, fixed/mobile convergence and deployment scalability.
Open Value Chain Leveraging Open Standards I
To create interoperability and make anytime, anywhere TV a mass market, openness and standards - like IMS and DLNA - need to be introduced and established. We are founding members of the Open IPTV Forum and are working to ensure Internet and IPTV are supported in an open mode.
