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Strategic overview of OTT development 2014
This document provides an agenda and overview of strategic OTT development. It discusses OTT from the perspective of the end user experience and value to operators. It examines leading company OTT propositions and strategies, as well as content collaboration challenges. Finally, it explores potential OTT strategies companies can take going forward, including opportunities in devices, platforms, and leveraging content, applications, and improving the user experience across multiple dimensions.
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Strategic overview of OTT development 2014
- 1. Strategic Overview ofOTT Development
- 2. AGENDA What is OTTto End User · OTT user expectation, user experience on multi-screen · OTT variation and innovation What is OTT value to Operator · Telco Vs MSO / STB Vs Platform / OTT opportunities matrix Leading Company OTT proposition & strategies · Market proposition / Device strategies / Platform strategies OTT content collaboration · Content provider Vs content service provider · Leading Company’s challenge & proposition towards content cooperation
- 3. OTT IPTV CABLETV ?
- 4. Satellite TV Wall Garden TTInternet Content Service Core & CDN Manage, monitor, and operate service End to End from content to network. Provide solution of delivery, subscriber mgt, content mgt, product and market mgt Cable TV IPTV O
- 5. Over The TopTV What is OTT uniqueness ? Smart TV “Internet on Big Screen” Application TV Social TV Interactive TV Connected TV
- 6. OPERATOR DEVICE Home Network OPERATORPIPE Network Access OPERATOR CLOUD Contents & Apps Service Platform An OTT Mission CP/SP/DeveloperInternet contentsTV content source
- 7. • Cloud base& ubiquitous • Multi-play (access & devices) • License content, social content & personal content • Integrated user experience of big screen, tablet, mobile ANYTIME ANYWHERE ANY CONTENT
- 8.
- 9. New Generation OTTExperience Smart Remote Application control Play-shift & Mirroring video & audio Local Media Online Media
- 10. OTT Generic Experience Open Android HD/SD IP Video DLNA Connectivity Communication Application Support IP Video STB functionality Live / Time shift/ VOD EPG (Terrestrial TV ) PVR supported 1080P/720P Gigantic Android ecosystem Instant volume apps of Games. Music, Utility Tailor made apps store USB Cam Mic I/O Google talk & SKYPE 3rd party Video call enable Smartphone remote control Video airplay Screen mirroring
- 11. 1. Operator w/oIPTV Low cost to increase BB value OTT values & propositions to operator
- 12. IPTV Content Head-end Broadcastoperation Managed network CND & DistributionDSLAM Multicast Platform & Middleware VS OTT STB Platform & Middleware STB
- 13. Young segment Reduceacq. cost Multiple commitmentRetain ARPU CRM Management Broadband Business OTT x FTTH Bundling Low cost service operation FMC VAS cross selling Acquisition Retention OTT offers all-encompassing value to telco from effective customer acquisition to economical broadband business operation INFORMA
- 14. 1. Operator w/oIPTV 2. IPTV operator Low cost to increase BB value Business outreach ADSL majority OTT values & propositions to operator
- 15. OTT to createnew push to re-use ADSL Leverage IPTV investment: Platform, Content, Branding Retain ADSL value Comparable IPTV value to ADSL majority Upsell OTT to IPTV by Upsell ADSL to FTTH Penetrate to Competitor’s network
- 16. Pay TV OTT OTT Internet cloud Internet content VAS to CableTV Carrier D Carrier C OTT Carrier B Pay TV Pay TV beyond own network
- 17. Revenue Model ofOTT to Operator Telco IPTV Bundle with IPTV ADSL / FTTH subscription OTT video service subscription Telco wo IPTV Telecom service on STB MSO / Cable TV Bundle with ADSL / FTTH subscription OTT video service subscription Bundle with Cable TV subscription Direct Revenue Indirect Revenue
- 18. Operator’s control pointsin OTT Infrastructure Network Access Connection OTT Devices • Gateway of QoS • Network traffic management • CDN ownership • Broadband user base • Access with content bundling • Network functionality <-> device integration • Device distribution / access bundling • OTT service gateway
- 19. LEVEL 2 LEVEL 1 Guaranteebandwidth to Operators network LEVEL 3 Data Center Hosting (MS) Content Delivery Network Hosting OTT Business Model for Operators Business QoS SERVICE Payment Ser Promotion DEVICE Embedding Update ACCESS Lose bundling Hard bundling Technical QoS Priority streaming traffic mgt end to end & PCRF Management CP
- 20. OTT Transformation Business Broadband (ADSL FTTHLTE) VAS New Media Convergence Service Service Internet on big screen (Apps & Content) Multi-screen entertainment Media hub & home cloud Home communication solution User Experience Single service Single access Single screen Ubiquitous service Multi access & screen Interactive & connected Device Internet boxes All in Home gateway Hybrid box Home NAS PVR & Streamer Modem & router
- 21. STB Vs. Platformin OTT business
- 22. Network Centric Voice Messaging Connectivity Service Centric Music& Games Handset Tablet IPTV STB RBT MNS Pocket wifi Game console M Commerce Connection devices Device Centric Connection x CPE x Service Convergence = New Telco Service Sales Strategy Telco Service Towards Device Appeal (When Network becomes homogenies) Rational + commodity Impulse + personal trendyEnd user decision on Telecom Service Bundling Bundling
- 23. Device driven opportunities WhenCDN / platform demand has yet to come: • STB plays as a premium gadget for customer acquisition (broadband or LTE) • STB Android openness is the key driver to operators to embed Telco service at low cost • STB selection variety targets: 1) Different functionalities and form factors to customer choice. 2) Different price levels to operator to provide flexibilities of box – service bundling • STB aims at short life cycle as CPE that Operators are expecting to roll out new models for every 9 to 16 month in the market When platform demand is due (CDN, NPVR, Home Cloud, Apps Store): • STB plays as a Telco’s product to provide ongoing Telecom service to end users via STB • Telco branded STB creates customization environment for differentiation in the market • STB with platform should integrated convergence capability (FMC, VOIP, Personal Cloud) • STB to become all in one home gateway which integrate modem + OTT box + wifi router +VOIP as one
- 24. IPTV Telecom service demand FMC Convergence RCSon Terminals VOIP and Video Call Fixed <-> Mobile <-> Internet Call & Message MGT: Transparent forward, Unified fixed & mobile SMS voice message center Solutions Customers Demand Cloud Telecom Service Home Cloud Storage for multiple users Video storage w format conversion to multi devices Smart device sync & back up NPVR & Network Drive download Teleco Apps store to house VAS applications download Telecom unified portal with subscription & billing Home surveillance Parental control Cloud Storage & Service Content Trans-coding by Smart CND NPVR & STB automatic upgrade Apps Store Online user portal Smart home on Terminals OTT service defined by Telco
- 25. OTT Platform &STB Opportunities Matrix
- 26. OTT Sales StrategiesMatrix MSO Broadcaster Cable TV TELCO (Fixed & Mobile) IPTV No IPTV LTE Video Platform Sales Hosting & MS Devices Sales Devices Sales Devices SalesFocus Video Platform Devices Sales CDN CDN Cloud FMC Cross sell MS MSCDN CDNMS Long shot Long shot Quick shot Quick shot
- 27. Change of EndUser Expectation 1. End user see STB = CPE gadget 2. Android compatibility is expected 3. STB is more than just watching video Operator Demand Change Product offer not up to date Change of Stake Holders 1. STB demand > Platform demand 2. CAPEX to OPEX, Premium to Product 3. Lead from CTO to CMO 4. STB come first, platform follows 5. Platform demand beyond CDN 1. Platform are blooming in MSO CSP market 2. CDN & CSP are essential to Telcos go OTT 3. Strong OTT demand from Telco wo IPTV Our Challenges in OTT….
- 28. Leading Company PossibleOTT Strategies Forward
- 29. Leading Company OTTmarket & product positioning Market positioning Product Positioning MSO Broadcaster Cable TV TELCO (Fixed & Mobile) IPTV No IPTV LTE Target regions Tier 1 & 2 TV & Cable TV operators Cross network CDN capability IPTV extension E2E solutions Enable deployment on telcos Add value to broadband Enable broadband product platform Accelerate 4G base Differentiate from 3G Enable fixed MBB at home New business from IPTV to capture open market E2E solution: • Multi-play Platform • STB • MS & Hosting • Cross network CDN STB selections Expandable telco products in future Cloud & convergence LTE home gateway Expandable telco products in future Cloud & convergence
- 30. OTT Device Strategies OEM •High-end STB • All in one gateway • Hybrid STB • Customized STB • Carrier grade Complete Platform • IPTV / OTT • FMC, Convergence • CDN, DSM • Remote mgt ODM • Low-end to mid range STB at low cost • Selections varieties in functionalities & form factors • CPE grade • Fast product life cycle Basic Platform • Portal mgt • Cloud • DSM
- 31. CDN Convergence Cloud Platformmore than streaming • Monetize network value • Develop QoS for Internet paid content over Telco’s network • Create CDN platform to 3rd party CSP for B2B revenue • Enable 3rd party with multi- screen & convergence • Create seamless FMC user experience • Cross sell multi-play VAS / RCS service • Telco service differentiate from competitor and CPE • Develop STB behavior beyond video usage • Connect Telco Cloud for & fast deployment • New Service without STB installation • Cloud Storage and application to bundle into broadband service Telco’s pipe value
- 32. Content Partnership Challengesfrom IPTV to OTT
- 33. IPTV content partnershipis a straight forward license wner of the TV service model that Telco is the sole business o boratio mo to CP/ SP to harvest the content business o whereas IPTV content license model OOTTTTccoonntteenntt cpoalrltanbeorsrhaitpioins amcoodlelal n •Video platform •Content operation •Content promotion & mkt CP/SP Partner’s del that TelcoCuastosmaern Ownership enabler n their own Direct license •Branded TV Service •IPTV platform & STB •Content operation •Marketing & Sales Aggregator Customer Ownership Telco Broadband & Telco TV Service Operator’s PIPE + Device Operator’s Payment option Marketing Telco Broadband service CP/SP Content Service
- 34. Differentiator IPTV OTT Businessagenda Telco Broadband + TV Broadband & innovation CP / SP B2B licensing revenue B2C Business revenue Ownership Telco End to end PIPE + Device CP / SP Content right Content / Operation / Platform / MKT Sales / CS Customer relationship Telco Tight Loose CP / SP Remote Tight Content strategies Telco Wall garden Internet openness CP / SP Exhaustive licensing Exclusive content Mainstream revenue Telco Subscription of IPTV + Broadband Subscription of broadband CP / SP License fee + RS Content subscription, advertising, commerce Key partners Telco CP, platform & STB provider SP & STB provider, CP / SP Telco Telco, hosting, STB & platform provider, Internet company Business Dynamic from IPTV to OTT
- 35. Existing content service Selfsustain business model Subscription, Advertising, Sponsorship Non operator subsidies To Indentify CP/ SP partners on OTT Content delivery capability CDN / streaming solution Editorial, CMS, Marketing & promotion Harvest the domestic market & beyond Local content goes overseas for new business Internet PC, Mobile, Tablet Content right & able to manage end user
- 37. DEVICES PLATFORM CONTENT & APPS USER EXPERIENCE OTTDimensions to Focus
- 38.