THE VISION
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.
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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.
