In Ericsson's vision of the Networked Society it is predicted by 2020 there will be 50 billion connected devices, and of these, more than 15 billion are expected to be video enabled. This connectivity will be matched by cloud services that bring ‘anything to everything’. It will transform the expectation of consumers to value ownership and storage of assets as critical. They will expect, and become reliant on, their devices being connected to high-speed and universal broadband access all of the time.

This global trend will influence everything, including digital entertainment, TV and media. As devices become increasingly connected, so do the consumers that use them. This creates enormous opportunities for the TV and Media industry. The power of social interaction, simplification and aggregation of compelling content is in the hands of the service provider. Yet, the future will be far from exclusive. The world of universal broadband access and connected devices is one that also allows content to be found and consumed easily and directly. Content owners will benefit from this ability to deliver content that consumers want, directly to their devices.

Already we are seeing that video is everywhere - on every device, website and street corner. But where is television? Television is a globally recognized premium service, one that needs no explanation to consumers. Yet some may say it is stuck in the past, confined to the living room. For many, the TV is seen as a device, and not a service. At Ericsson we know that TV is evolving and adapting faster than ever. We firmly believe that the experience of TV can and will evolve into a much broader, richer service on any device. One that subscribers will understand and value as a premium experience worth paying for.

So what makes a TV experience special? The answer used to be great, relevant content – exclusive shows at pre-set times. However, as the Internet makes content ubiquitous, tomorrow’s business model spells convenience – simple, enjoyable, seamless ways to consume any content, any way, anywhere. This is what people will be loyal to, socialize with their friends about, and our ConsumerLab research shows they be willing to pay for.

The once simple experience of content consumed on the TV is changing into a rich social experience of discovery, interaction, and anywhere access; all deeply influenced by new devices, new services and better connectivity.

We are in the greatest period of change and evolution since analogue TV broadcasts started over seventy years ago. The opportunities are great, but so are the challenges to the existing value chain and the players within. Vision, innovation and focusing on the consumer are the winning formula for the future. The current players within the TV value chain are best served to succeed, but only with a willingness to transform and prepare for the future where everyone is connected to everything else.

TV is a new game. It’s Time to Play