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BT Vision: the hybrid approach

Published by: Ovum Plc

Published: Apr. 16, 2007 - 9 Pages


Table of Contents


Ovum view
The BT Vision offer
BT’s motivations
Positioning and target market
The competitive environment
BT’s target market
Pricing strategy
Content strategy
The current offer
Extending the content offer
Future plans
Table of figures
Figure 1 Home set up for BT Vision
Figure 2 BT’s content sourcing

Abstract

The hybrid digital terrestrial TV (DTT) and on-demand IPTV offering launched by BT in December 2006 distinguishes BT’s television offer from those of most of its peers around the world. We believe the approach is a good one, given the competitive market conditions BT faces, and the relative success of DTT in the UK.

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