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Alex Gault Vice president, product development, Mobovivo [email protected]
iPad: The most valuable screen ever.
So who is it going to be?
Who is going to be the next Ted Turner?
Netflix
Hulu
YouTube
Tim Cook
Samsung
Cisco
Ryan Seacrest
TV vs. Apps vs. Web
Prime time TV still the winner
Apps a close 2nd
Web lagging
Native Apps Trump HTML5
1,000 x websites as apps competing for less & less time
Apps make $$
Discovery Channel: Website losing to App
During Prime Time, page views for App exceed those for website
http://corporate.discovery.com/media/uploads/pdf/video-perceptions-study.pdf
Samsung vs. Apple
Samsung: Global leader in TV sales
Apple: Most valuable company in the world
Combined: Expected take 90% of 2012 smartphone profits (Maynard Um, UBS Analyst)
Samsung: Distant 2nd in the tablet market
Apple: Expected to launch TV
IP: Heavy patent battles between two
Smart TV?
Or Smart Remote Control?
Computing power is in the cloud, but not 100%
Smartphone apps are better
Better yet on tablet
Browser-based navigation on TV is not user friendly
─ Typing & search work on computers, but not well on mobile devices
─ Voice is unproven
Tablets and smartphones make great remote controls
Growing sources of original programming
Ad agencies are becoming producers
Actors are becoming producers (Kim Kardashian, Oprah, etc)
Producers are producers
Studios are producers
Networks are producers
Operators are producers (Comcast/NBC)
Netflix & YouTube are producers
TV Shows: Apps can serve entire life cycle
Pre-release: Advanced marketing
Broadcast: Second Screen
– 86% of mobile internet users engage with mobile devices simultaneously with TV (Nielsen/Yahoo)
– 31% of internet use is in front of TV
– 30% of tablet use is in front of TV
– In 2012, commuters will watch 5B hours of TV on their mobile devices
Home Entertainment: TV apps: iPad becomes primary screen
DVD
Currently represent 70% of the OTT revenue
Predictions
─ DVD extras become App extras
─ Many DVDs become dedicated Apps by 2013
─ Apple launches video “Newsstand” – API that aggregates video apps
─ Single title Apps become points of aggregation for other shows & movies (in app purchases, etc)
Film
Tweet Seats in 2012
What role does social play in 2015?
Life Cycle
– Pre-Release marketing
– Theatrical release
– Broadcast
– Home entertainment
Apps are more secure than DVD and broadcast
Actors can drive sales at all stages
Apps serve the life cycle of shows & films
Enable audiences to stay tuned from pre-release to home
entertainment
Pre-release: Social & expressive medium for writers, actors & fans
Broadcast: Companion to film & TV viewing
Home entertainment: Primary screen viewing experience
Capture audiences early
Pre-Release:
Actors go social
Producers & writers deliver production stills, dailies & locations
Just prior to release:
Actors & producers going again with in-app posts to Facebook & Twitter
During release:
Sell theater tickets to theatrical
Drive audience to broadcast
Home Entertainment:
Sell movies & shows as dedicated Apps
Directly connect with audiences
Producers can build audiences during the entire life cycle:
Engage
Drive theater ticket sales
Drive home entertainment sales
Drive merchandise sales
Fund their next productions
Power of the second screen
Audiences: Looking for deeper engagement with TV shows & films
Information discovery: Cast, characters, players plot (Wikipedia, IMDB, sports stats, etc)
Connecting socially: Facebook & Twitter integration
Remote control: Personalized programming guide & controller
Interactive: Game mechanics, quizzes, contests, rewards
Shopping: Purchase something from either screen – from within an ad or product placement
Apps that engage audiences while
watching the big screen Second Screen App
2012 - 2020 Playbook
Televisions get dumb
Content gets smart
Users get hooked on control
Netflix, YouTube, Conde Naste, NY Times, etc. become channels
Everybody makes original programming
Celebrities become channels, producers – then studios & networks
Advertising is great for reality & sports
Pay-per-view & subscriptions rule scripted programming
Netflix tries ads
iPad: Most valuable screen real estate
Why?
Airplay
Video newsstand to help with discovery
Remote control
Second screen
First screen
Resolution suitable for television programming
No need for Smart TV
Unlimited shelf space
The iOS and apps get upgraded regularly & automatically
Alex Gault Vice president, product development & client services, Mobovivo [email protected]
The most valuable screen ever.