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The challenge of
one-to-one media IDATE Insight
Gilles FONTAINE
Deputy CEO, IDATE
20 November 2014
TV & Video facing Mobility
What does mobility have to do with TV?
Mobility as in…
new devices
Mobility as in…
individual consumers
Mobility as in…
network competition
and cooperation
TV then (and now…) The impacts of mobility
1
2
3
Group pastime
Dedicated networks
TV centric
Tablets, smartphones: More than just companion screens
1. The screens of choice for individual viewing
2. Advanced remote controls
3. Connected TV boxes
4. TV program interfaces
1. Mobility as in… new devices 1
The end of one size fits all
2. Mobility as in…individual consumers 2
> 1/3 of households have only one person
> US households watch 17 out of 189
available channels
> Netflix introduces pay per user
> US cable operators testing limited basic
package + HBO Indivual subscribers
Targeted viewers
The
opportunity
The competion for terrestrial wireless distribution
3. Mobility as…network competition and cooperation 3
The competition scenario
DTT drives hybrid and TV
everywhere
LTE drives broadcast
and triple play
The cooperation scenario
Hybrid DTT-LTE
transmission systems
The convergence scenario
A unified broadcast /
unicast network
Matching the power of
media with the accuracy
of the Internet
1. Making TV ratings in line with
standards of Web analytics
2. Rebuilding the community
around on-demand viewing
3. Creating seamless advertising
from TV commercials and banners
for e-commerce
4. Changing from a market of
households to a market of
individuals
Solving the “one-to-one media” oxymoron
The three TV/video market development scenarios applied to the US (billion €)
Source: IDATE, Future TV 2025, July 2014
10
15
20
2014e '15 '16 '17 '18 '19 '20 '21 '22 '23 '24 '25
Business as usual Commoditization The new golden age
New transactional products
(SVOD, EST) bolster the market
Linear TV advertising provides targeting tools
and video becomes the main beneficiary of
online ads
Piracy continues, free legal products
cannibalise the paid market
Products gradually lose their
relevance
TV advertising finds itself on the losing side
of advertisers’ spending choices