Telcos' TV Strategies
IDATE
November 1, 2011 SKU: IDT6789167
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Telcos' TV services are
currently enjoying one of
the highest rates of growth
in the marketplace. Initially
a source of distinction
between ISPs, TV has
become a central part of
telcos' marketing and
growth strategies. This
report takes a detailed look
at the marketing strategies
that telcos use when
marketing their TV
services, and at their
growing prominence in a
TV market in the throes of
major upheavals.
Key questions
- What role do television and associated services play in telcos'
strategies?
- What type of media offers are telcos marketing and what
networks are they using to deliver them?
- How are telcos fitting their services into the multi-screen
universe (TV, mobile, PC...)?
- What live TV services are on offer? How are video-on-demand
(VoD) services being incorporated?
- Is there a single dominant model, and what are some of the
more innovative solutions out there?
- What role do telcos play in the TV market and how are they
positioning themselves?
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- 1. Executive Summary
- 1.1 IPTV, a natural medium/fit for telcos’ content strategies
- 1.1.1 TV: a core area of focus for telcos
- 1.1.2 Growing prominence of mobile platforms
- 1.1.3 Adding online services to provide content everywhere
- 1.2 TV services sold mainly as part of broadband access bundles
- 1.2.1 Live programming at the core
- 1.2.2 On-demand services gaining traction, but tied to pay-TV services
- 1.3 Organisation and industry strategies
- 1.3.1 Telcos occupy mainly the lower section of the TV/video content value chain
- 1.3.2 TV: an element of differentiation between telcos and now the source of added competition between them
- 1.3.3 Telcos still only minor players in the TV market, their role largely determined by the competitive environment
- 2. Methodology
- 3. Telcos’ TV services
- 3.1 Television services
- 3.1.1 IPTV (managed networks)
- 3.1.2 DTT
- 3.1.3 Satellite
- 3.1.4 Cable
- 3.2 Mobile services
- 3.2.1 Over broadcasting networks
- 3.2.2 On unicast (3G) networks
- 3.3 Online TV services
- 3.3.1 Largely an extension of the fixed or mobile TV service
- 3.3.2 But also a desire to reach all internet users
- 4. TV marketing strategies
- 4.1 Live TV offers
- 4.1.1 The end of the “TV bonus” model?
- 4.1.2 Most common model: no TV without internet
- 4.1.3 Less common: standalone TV services
- 4.2 Video on-demand services
- 4.2.1 Services often tied to live programming
- 4.2.2 Except when the telco does not offer live programming on its own network
- 5. Organisation & industry strategy
- 5.1 Telcos’ role in the TV market
- 5.1.1 Distributors above all
- 5.1.2 Usually pay-TV package and service providers
- 5.2 And more seldom producers of content and/or TV channel operators
- 5.3 TV at the heart of telcos’ strategies
- 5.3.1 TV as an element of distinction between ISPs
- 5.3.2 Need to distinguish from other TV broadcasting networks
- 5.4 Telecom carriers’ role in the TV market
- 5.4.1 Still modest weight in the equation, but reporting the highest rates of increase
- 5.4.2 Different positions depending on the state of local market competition
- 5.4.3 Strategies influenced by the regulatory environment
- 6. Annexes
- 6.1 AT&T
- 6.2 Belgacom
- 6.3 BT Vision
- 6.4 Free
- 6.5 Orange
- 6.6 Portugal Telecom/MEO
- 6.7 Verizon
- 6.8 Telefónica Spain
- 6.9 Telecom Italia
- 6.10 Deutsche Telekom
- 6.11 KPN
- Tables
- Table 1 : Comparison of telcos’ TV and video distribution strategies
- Table 2 : Comparaison des principales caractéristiques des décodeurs haut de gamme proposés par certains opérateurs télécoms européens et américains
- Table 3: Growth in the number of Digitenne (DTT) and Interactieve TV subscribers (IPTV)
- Table 4 : Main operational mobile terrestrial broadcasting services
- Table 5 : Comparison of a selection of unicast mobile television and video services marketed by telcos 34
- Table 6 : Comparison of a selection of online TV services offered by telcos
- Table 7 : Positions occupied by telcos on the TV value chain
- Table 8: Country rankings by IPTV household numbers, 2007-2015
- Table 9: Change in telecom carriers’ share of the TV market
- Table 10: Key AT&T partnerships in the realm of content
- Figures
- Figure 1: Neufbox Evolution hardware
- Figure 2: Some of the interactive services on Meo TV
- Figure 3: Example of a home page promoting the lowest Internet access price: Telefónica Spain
- Figure 4: Example of a home page promoting the content selection: AT&T U-Verse
- Figure 5: Meo TV widgets (Portugal Telecom)
- Figure 6: The Freebox V6 designed by Starck
- Figure 7: Telecom Italia’s CuboVision
- Figure 8: Evolution of the main TV access networks’ global market share between 2007 and 2015
- Figure 9: Changes in the main TV access modes between 2010 and 2015 by geographical region
- Figure 10: Evolution of the MEO line of TV services
- Figure 11: MEO’s OTT strategy
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