Challenges Associated with the Profitable Introduction of Interactive Services

1
Challenges Associated with the Profitable
Introduction of Interactive Services

• Stephen Reeder
• ANT Product Strategy

2
Whats Been Happening to TV

• Over the past 20 years, TV consumers have become
  used to an ever increasing selection of
  programming content
• Whilst multi-channel television attracted greater
  overall advertising revenue during the period,
  the revenue gained by each channel is generally
  falling
• The more recent introduction of Personal Video
  Recorder technology has placed further pressure
  on justifying advertising charges as many
  customers simply skip through the adverts

• The pay TV model provides an alternative revenue
  source, but this is not applicable to all types
  of content
• In order to finance compelling programming
  content, new revenue sources are needed

3
Interactive ServicesA useful revenue source?

• Interactive services form an interesting revenue
  opportunity
• Operator experience suggests that payment for
  services doesnt adversely affect customers
  propensity to make other TV related payments
• In some cases, interactive services increase
  customer loyalty and hence reduce churn
• The main problem with interactive services is
  that its almost impossible to predict which
  services will be successful with any given
  customer base
• Karaoke On Demand is the highest revenue earner
  in Taiwan
• Gambling is very popular in Germany
• Dating and Gaming have big audiences in the UK
• Increasingly, the really high revenue earning
  interactive services are very topical and often
  short lived
• e.g. who gets voted off from this weeks
  celebrity game show

4
Plenty of Revenue But at What Cost?

• Interactive services are authored in a variety of
  languages
• Native-c, Java, C-sharp, O-Code, HTML/CSS
• In most cases, these languages have one or more
  specific limitations
• Portability
• Combined presentation and control
• Proprietary
• Limited authoring community
• These limitations increase the cost/time of
  interactive service deployment
• making the high revenue, topical interactive
  services unprofitable
• To further compound the issue TV no longer stays
  just in the living room

5
The Client Side Conundrum
Service Velocity Flexibility Time-to-Market
Diversity (cultural, regional) Converged
Delivery
Performance Responsiveness
Efficient Delivery
6
A Technology for Profitable Services

• ANT believes that the key to solving the client
  side conundrum is the separation of the service
  presentation and control
• Control elements typically
• are more device specific
• take longer to develop
• can be built into a re-useable library of
  features
• Presentation elements are more often
• operator or service specific
• need to be able to be modified very rapidly
• affected by screen geometry (SD, HD, QVGA etc)
• By separating presentation and control,
  interactive service content can be re-purposed
  for a range of devices and leveraged across a
  wide operators base.
• This reduces costs and timescales making high
  revenue, topical interactive services feasible

7
The ANTs Solution

• The ANT Galio Client
• TV Application Manager conceptToolbox for
  triple play service creation
• Integrated ANT Galio Browser as solid foundation
• Consistent extensible platform
• Modularization of common functions
• Shared resources functions
• Fast introduction of new capabilities
• Lightweight applications

ANT Solution
ANT Galio Client
ANT Galio OTDK Create Debug Profile Optimise
ANT Galio Application Backplane
ANT Galio Browser

• Optional plug-in Engines
• IPTV DVB
• PVR
• Connected Device Framework (evolution of
  PurePlay)
• Personal Communications

ANT Portability Environment (APE)
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Enabling Rapid Service Innovation
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Summary

• Making money from interactive services is
  entirely possible
• Making profit from interactive services requires
  a little more thought
• Costs need to be driven down so that topical
  short lived services can be offered
• Re-use is a fundamental element in driving costs
  down
• Separation of presentation and control is key to
  profitable service delivery
• This approach also unlocks potential other high
  value revenue sources
• Open Standards provide access to the greatest
  authoring community
• HTML/CSS provide an open standards approach to
  presentation and control separation
• Rapid development and on target test capabilities
  are essential

• ANT has developed an open standards, HTML client
  technology and toolset that lead the IPTV industry

ANT Galio Browser - ANT Galio Client Delivering
tomorrows TV
10
Delivering Tomorrows TV
Exciting Services Efficient Delivery Device
Diversity

• www.antplc.com