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Telcos TV Strategies

Market report - 30/11/2011 Telcos TV Strategies

From a differentiation strategy to a strategy of innovation

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.


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1. Executive Summary

2. Methodology

3. Telcos’ TV services
 3.1. TV-based services
 3.1.1. IPTV (managed networks)
 • Example of a new generation STB: SFR and its TV Evolution set-top box
 • Vodafone Portugal, a frontrunner in the development of a partnership with Xbox 360
 • AT&T U-verse on the Xbox 360
 3.1.2. DTT
 • KPN’s bundling strategy: gradual development of an ambitious solution
 • BT Vision: a series of partnerships to achieve strong superfast broadband objectives
 • Mobistar Belgium: theoretically quintuple play solution
 3.1.3. Satellite
 • Portugal Telecom: using pay-TV as a core development path
 • France Telecom: varying degrees of success for satellite depending on the market
 • DirecTV, a key partner for American ISPs
 • Telefónica, proactive satellite policy, but varying in scale from market to market
 3.1.4. Cable
 • Magyar Telekom/Deutsche Telekom: cable losing out to IPTV and satellite services
 • Telefónica, Peru’s cable heir
 3.2. Mobile services
 3.2.1. On broadcasting networks
 • Popular free services based on TV channels in South Korea and in Japan
 • Telcos’ struggling paid services
 3.2.2. On unicasting networks (3G)
 3.3. Computer-based services
 3.3.1. Essentially an extension of the fixed or mobile TV offer
 3.3.2. But also a desire to reach the entire online population

4. Marketing strategies for TV services
 4.1. Live TV services
 4.1.1. The end of the bonus TV model?
 • France: alone in the “free” IPTV model
 • Bonus TV strategy also being employed on mobile
 4.1.2. Dominant model: no TV without Internet
 4.1.3. Less common: stand-alone TV services
 • Infrequent on telecom networks
 • And on broadcasting networks
 4.2. Video on-demand offers
 4.2.1. Often tied to live TV
 4.2.2. Except when carriers do not offer live programming on their own network

5. Industry organisation & strategies
 5.1. Telcos’ role in the TV market
 5.1.1. Distributors above all
 5.1.2. Generally service and package providers
 5.1.3. More rarely content producers and/or TV station operators
 5.2. TV at the heart of telcos’ strategies
 5.2.1. TV as an instrument of distinction for ISPs
 • Way to attract new customers
 • Means of securing customer loyalty
 • Way to increase ARPU
 5.2.2. Need to differentiate from other TV broadcasting/distribution platforms
 • Through the STB
 • Through innovative services
 5.3. Telcos’ role in the TV market
 5.3.1. Still only a small footprint in the market, but boasting the highest growth rates
 5.3.2. Different market positioning depending on state of local competition
 • In cable-dominated markets, telcos are being the most innovative with TV
 • Strategies vary in markets with a powerful pay-TV provider
 5.3.3. Strategies influenced by the regulatory environment
6. Carrier profiles
(End of October 2011)
Methodology:
• Carriers’ strategic positioning with respect to television
• Description of the live TV offer
• Description and pricing of television-based TV/video services
• Description of other content services and STB features
 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 Espagne
 6.9  Telecom Italia
 6.10 Deutsche Telekom
 6.11 KPN
• 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?



Methodology:
• Carriers’ strategic positioning with respect to television
• Description of the live TV offer
• Description and pricing of television-based TV/video services
• Description of other content services and STB features

Player profiles:
• AT&T
• Belgacom
• BT Vision
• Deutsche Telekom
• Free
• KPN
• Orange
• Portugal Telecom/MEO
• Telefónica Spain
• Telecom Italia
• Verizon


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