Reportlinker Adds Connected TV - Who will control the customers' interface?

Dec 14, 2010, 14:25 ET from Reportlinker

NEW YORK, Dec. 14, 2010 /PRNewswire/ -- announces that a new market research report is available in its catalogue:

This new IDATE market report takes a look at connected TV services and the UI. It examines how over-the-top (OTT) services are positioned, along with player strategies and the opportunities and risks attached to having control of the connected TV user interface. The report also provides forecasts for the TV services market up to 2015, including OTT services, in both Europe and the United States

Key questions

- What are the main connected TV services and what client

interface do they use?

- How are the main OTT services positioned in the marketplace?

- Connected TV: opportunity or threat for traditional TV industry


- Which players are in the strongest position to take control of

connected TV, and what role will new online content and service

aggregators play?

- Will connected TV applications revolve chiefly around video

programmes or internet services?

- Can OTT video services compete with services delivered over

managed networks?

- What share of the TV services market can OTT services expect

to grab in the coming years?


1. Executive Summary

2. Methodology

3. Services and interface

3.1. Connected TV services

3.1.1. Service profiles

3.1.2. Video services: the battle for premium


- Broad range of still largely untapped content

- Offers that vary a great deal from country to


- ... but relatively cohesive national markets

3.1.3. Internet services: offer centred around

the Web's global heavyweights

3.2. Challenge of creating a streamlined,

user-friendly interface

3.2.1. Quality of the user interface: a critical

asset for any connected TV solution

- Crucial to ensuring adoption of the services

- The key to distinguishing oneself from the


3.2.2. Major components of the user interface

- Two sample interface models

- What instrument to control the connected TV?

- Integrating advanced features on the TV

could undermine the viewer experience

4. Offers and aggregators

4.1. How companies promoting connected TV

are positioning their services

4.2. "TV +" positioning

4.3. "OTT video packages" positioning

4.4. "Connected media centre" positioning

4.5. "TV app store" positioning

4.6. "Seamless access to all content"


5. Player strategies

5.1. Connected TV bringing together a great

many players

5.1.1. Various interests surrounding the same


5.1.2. Partnership is the preferred modus


5.2. Opportunities and threats that connected

TV creates for television and telecom

industry players

5.2.1. Issues for TV networks

- Competition for broadcasters in their key


- ...but connected TV players as well

- Channels forming partnerships with

connected TV manufacturers

5.2.2. Issues for pay-TV providers

- Threat of disintermediation

- Access to the open Web on the TV set could

enable piracy

- Opportunities for pay-TV providers

5.3. Issues for telcos

5.3.1. Risks of network overload

5.3.2. A threat to IPTV

5.3.3. ISPs can integrate OTT services into

their offers

6. IDATE's views on the key questions

surrounding connected TV

6.1. More video or more new services?

6.1.1. Strong demand for access to premium

online content on the TV set

- The television is the device best suited for

viewing video content

- Access to premium content is the prime

incentive for adopting connected TV

6.1.2. Only a handful of Internet services make

sense on the TV

6.2. Can OTT video services be competitive?

6.2.1. Ad-funded

- Live TV

- Catch-up TV

- Video on-demand

6.2.2. Fee-based services

- Pay-TV channels and packages

- VoD

6.3. Potential approach to providing OTT video

services on the TV set

6.3.1. Europe: on-demand service estimates for


6.3.2. The pay-TV market challenge in the US

6.4. Looking further down the road: who will

control the user interface?

6.4.1. The various UI candidates' strengths and


6.4.2. In the short term, controlling premium

content will remain key

6.4.3. In the medium term: change in the way

viewers interact with the set?

- Lessons learned from the PC and the mobile


- ...can they apply to TV?

6.4.4. In the long term: from managing the set

to managing the customer

6.5. What impact will connected televisions

have on the TV services market?

6.5.1. Impact on consumption

6.5.2. Impact on markets

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