Guest Post: IPTV - Gateway to New Business Models?
Alcatel-Lucent is one of the major sponsors of the Telco 2.0 Future Broadband Business Models study, and was a Platinum sponsor of the Telco 2.0 Executive Brainstorm, two weeks ago in London. We asked Martine Lapierre, Vice President Marketing Programs, and one of our panelists at the event, to sum up the potential of IPTV to support new business models, rather than just emulating existing broadcast services.
One of the important insights to come from the Telco 2.0 Future Broadband Business Models survey, and a recurring theme of the Brainstorm event, was the need to give more consideration to end users as a critical telecom asset, and not just as a profit centre. Survey respondents certainly believe broadband service providers should focus on revenue opportunities from partners who want to reach and do business with this customer asset.
We believe that broadband service providers can keep their customers brand-loyal by packaging third party services in a way which addresses end user demands for convenience and simplicity. They can attract upstream revenue by providing meaningful customer intelligence to these third parties (advertisers, government organizations, content providers), who can in turn make their marketing targeted and relevant to end users.
One of the strategies operators are employing to realize this vision is the deployment of IPTV services to households around the world.
Why? IPTV services give broadband service providers the following:
- A touch point within the customers' home network -- strengthening the broadband service provider's relationship with that all-important customer asset.
- Ownership and management of a back-end channel capable of providing very rich customer behaviour and intelligence, which can be monetized.
- The ability to broker engagement between a number of 3rd parties and consumers through the most-watched screen in the household today.
- An anchor to evolve towards more sophisticated ad insertion, ad-sponsored distribution, and other models of content distribution.