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IPTV should be different and cautious, ABI Research
Since 2003, IPTV has developed from a handful of deployments involving a small number of ISPs and Telcos, and can now be considered an established department of the pay-TV world.
IPTV operates around the globe from the Antipodes to the former Soviet republics.
New research from ABI claims that what it refers to as an “adolescent” industry must now adapt in order to create its own distinct character, enabling it to have continued growth and a prosperous future.
IPTV operators need to concentrate on the creation of unique services that offer different selections than their competition, the conventional video services.
It is a fact that some services have now moved through the important symbolic and psychological 1-million-subscriber barrier.
But Cesar Bachelet who is senior analyst of the research says, “IPTV operators must now leverage the characteristics of the new platform to produce a differentiated offering, redefining the experience of television.”
Bachelet even offers several suggestions as to how this may be achieved.
Firstly by focusing on the integration of conventional broadcast content with text or video Web content.
There is now the opportunity to marry real-time feeds from the Web and broadcast video content.
Subscribers should be offered the option to access the electronic program guide, EPG, and DVR functionality via any Internet-connected device, including portable devices, regular PCs, or mobile handsets.
IPTVs should offer more targeted advertising combining interactivity and personalization, to allow for much more efficient and effective advertising strategies than traditional broadcasting can provide.
Bachelet believes that, all of the technology is now in place to enable IPTV to rise up to a higher level and offer consumers greater convenience, choice, and control.
He also cautions that operators need to move forward carefully so that they do not overwhelm their subscribers by bombarding them with too many new features in a short period.
There is still a need for definition of business models, and some of the new value-added services need caution in order to monetize them without alienating their subscriber base.
ABI’s study is called “Global IPTV Markets” and it considers IPTV’s current and possible future development in depth, covering the main IPTV vendors and operators worldwide.
It considers strategies, propositions and general competitive environment for the key markets; it also looks into crucial business and technology matters.
ABI Research, Details
ABI is a market research company focusing on emerging technologies and their interaction with worldwide consumer and business markets.
They use market intelligence, primary research, and expert assessment from its network of industry annalists across the world.
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