This is a deck which forecasts the technology landscape for the IPTV Community.

1. IPTV 2.0
The future of Broadcast Television

2. What is IPTV
IPTV (Internet Protocol Television)
Delivers television programming to households via
a broadband connection using Internet protocols.
It requires a subscription and IPTV set-top box,
and offers key advantages over existing TV cable
and satellite technologies. IPTV is typically
bundled with other services like Video on
Demand (VOD), voice over IP (VOIP) or digital
phone, and Web access.

3. The Market
The number of worldwide IPTV subscribers will grow to almost 49
million by 2010 with worldwide IPTV-related revenue growing from
$872 million to $13.2 billion from 2006 to 2010.
–Source, Gartner Group
Worldwide IPTV equipment revenue hit $423.9 million in the first
quarter of 2007.
-Source, Infonetics Research
•The number of IPTV subscribers is
forecast to hit 93 million worldwide by
2011
•Worldwide IP set-top box revenue
grew 10% in 1Q08 over 4Q07

4. IPTV World Market Projections
-Source, IPTVDAILY.COM

5. Market Landscape
“Many options and many providers”

6. Paradigm Shift
Broadcast is Dead
(Push to Consumer)
IPTV 2.0
(Consumer Centric)
(“Pull medium”)

7. IPTV a Marketers Dream
• Measurable metrics and the ability to interact with the
target give the marketer exacting tools in the toolkit.
• Think of combining the impact of a TV advertisement
in a prime time slot with the stats you get from a
website.
• Internet telephony into the mix and imagine your
client watching an advertisement for pizza on the TV,
pressing the 'call me' button and getting a call within
seconds from the takeaway around the corner to take
your order.

8. IPTV (STB) Set Top Box Categories
• Computer based IPTV
http://www.hulu.com/
http://www.univision.com/content/channel.jhtml;jsessionid=JPPCBL5SIX210CWIAA4CFEYKZAAD0IWC?
chid=19641
http://beta.thewb.com/
• STB (Set Top Box IPTV)
• http://www.scientificatlanta.com/
• http://myhava.com/index.html
• http://www.slingmedia.com/
• Game Console IPTV
• http://www.xbox.com/en-US/
• http://wii.com/
• http://www.us.playstation.com/

9. The Technology
Components
•Data Center
•Middleware
•STB Set Top
Box

10. OpenSource IPTV
OpenSource IPTV
Media Sharing
Social Media
Component
Click to Chat
Examples: MythTV, Freevo

11. Marketing Opportunities
• “We believe the global IPTV market will reach approx. “50.5 million
subscribers in 2010,” said Gary Schultz, principal analyst at Multimedia
Research Group.
• IPTV offers significant advantages for highly targeted and interactive ads
that cable cannot offer, meaning that telcos will have a technology
advantage over cable – if they are savvy enough to use it.
• Wireless companies will also have advertising opportunities, either
integrated with traditional cellular use, or in new media such as mobile data
and video.

12. Measurable Marketing
• IPTV has the ability to provide comprehensive
and myopic analytical measurement
• There will be content measurement, Social Media
measurement and Gaming measurement as
focus areas.
• All data will have the inherent ability to be
overlaid with Demographic, Ethnographic and
Psychographic datasets.

13. The next steps in IPTV
IPTV INNOVATION

14. IPTV 2.0 What does the future Hold?
• Location-based traffic and weather reports
• IM buddy lists
• Real-time chat
• Local theater tickets, ringtones
• Live polls
• Amazon-style e-commerce
• Create and share home videos
• Doctor and nurse house calls

15. Game Console IPTV
• Xbox
– Has the ability to download TV shows on demand and stream
content as well. With their recent partnership with Netflix this
platform will be a platform to watch.
• Wii
– The Wii doesn't have a strong IPTV capability however it does have
the ability to view site like YouTube and hulu. There is a requirement
of paying fro and downloading a web browser that is based on
Opera technology.
• PS3
– In the Gaming console market Sony understands what IPTV is and
how to leverage its technology. Sony is planning a major
announcement with IPTV innovation in mind.

16. The Challenges

17. Long Term Challenges

18. What clients should know
• There is a very measurable and interactive medium that
will yield deeper interactions with Brands. (IPTV)
• This is a paradigm shift from the traditional push
methodology to a more viewer centric personalized
experience.
• Ecommerce, polling and voting, increased social
interactions, will all be part of the short term future of
IPTV.
• The big picture is that all of the technology integration will
enable consumers to have a digital relationship with
multiple Brands and those Brands that exists in this
sphere will be the “Digital Brands of the future”

19. What this means to Clients
• Myopic measurable marketing
• Real-time analytics
• Ability to cast polls, voting and receive more
instant feedback
• Planning media buys will be more challenging
due to dynamic media pricing models
• Will enable a more personal relationship with the
brand (digital couponing, brand preferences)

20. Challenges in the IPTV Market
• Infrastructure Costs to the Home
• Cost for deployment/upgrades (GPON/TPON)
• Telco implementation of IPTV infrastructure
• Telco’s are interested in the average revenue per
customer (ARPU) *Erosion is a major concern here.
• Market Demand (Urban vs. Suburban)
• Advertizing Models (Revenue Models?)
• Premium Content (Sustainability?)
• Competitive Services WIMAX (Satellite?)

21. IPTV Telecommunications Providers
TELECOMMUNICATIONS
INFRASTRUCTURE

22. IPTV Innovation
Games Social Media Location
Media Sharing Based
Services
Game IPTV + Personal Location
Platform Social Media Bases
Integration Media Services
• Photos
•Xbox360 • Facebook • Personal • Order a Pizza
•Playstation 3 • Myspace Movies • Schedule a
•Nintendo Wii • LinkedIn • Music Doctors
Appointment

23. Interconected Services
Faster Buzz
Measurable
Downloads Marketing
Loyalty & Revenue
Engagement
Quality of Content IPTV Social
Service Advertizing Media

24. Raymond A. Monaco PhD
www.armadadigital.com