Telco 2.0™ Executive Brainstorm

Created by
STL Partners Ltd

Platinum Partners

Ericsson

Gold Partners

aito

Aricent

Blyk

Nokia Siemens Networks

Oracle

Ubiquisys

 

Silver Partners

Aepona

Bronze Partners

Huawei

Juniper

Martin Dawes

Metaswitch

Wipro

In partnership with

Anaylys Mason

Arete Research

TelecomTV

TelecomTV

10th November 2010

» Introduction
» Focus
» Participants
» Speakers
» Format
» Agenda
» Register
» Contact

Introduction

Building on output from the 2nd Hollywood-Telco International Executive Brainstorm held in Los Angeles on 28th October 2010 and new research and ‘use case’ development from STL, the Digital Entertainment 2.0 Executive Brainstorm (co-located with Telco 2.0 EMEA) explores new strategic opportunities for players in the Film, TV, Gaming, Advertising industries to collaborate with Telecoms and Technology players on new commercial models for ‘digital entertainment’. (More info contact tom.davies@stlpartners.com).

Focus

Stimulated by specially prepared presentations, and supported by the events’ interactive ‘Mindshare’ format, the Digital Entertainment 2.0 Executive Brainstorm focuses on:

  • Disruptive strategies and business models: Extracting lessons from the key ‘digital entertainment’ market approaches being experimented with today internationally.
  • Defining the next ‘TV’ experience: Fully exploiting 3-screen capabilities, ‘content anywhere’ (digital locker) and creating a differentiated end-user experience.
  • Optimising the Entertainment Supply Chain: New methods for content delivery, asset management, and workflow efficiency.
  • New Direct-to-Consumer Entertainment Services: Leveraging telco consumer data and reach to create new commerce and advertising platforms.
  • Impact of New Devices on Consumer Entertainment: The role of new devices (iPads etc) in enabling richer consumer interaction.

Participants

Up to 120 invited senior strategy execs from the major Film, TV and Gaming studios, advertising agencies, technology and internet companies and international telcos.

Speakers

Click here

Format

The ‘Executive Brainstorm’ uses a special interactive process called ‘Mindshare’. This mixes short, specially briefed stimulus presentations, with newly commissioned market analysis, interactive technology to enable everyone’s voice to be heard and to support voting on key issues, and panel discussions with leading experts.

AGENDA

0800 Registration Open

0830 Welcome, Introductions & Warm Up

  • Simon Torrance, CEO, Telco 2.0 Initiative

 

0900 Online Video: new disruptive strategies and business models

Latest international developments in the four key emerging ‘digital entertainment’ market approaches

Companies in the digital entertainment industry are currently in a state of flux as traditional business models come under pressure from piracy and new competitors.  What business models are being tried today and which are most likely to be successful?

 

Hypothesis being tested

  • There are broadly four market approaches being experimented with in delivering online video:
    • "Content anywhere" - extending DSAT/MSO subscription services onto multiple devices eg SkyPlayer, TV Anywhere, Netflix/LoveFilm
    • "Content storefront" - integrating shops onto specific devices and the web. eg Apple iTunes, Amazon, Tesco, Xbox
    • "Content channel" – recreating broadcast channels via new online portals eg BBC iPlayer, Hulu, YouTube (Project Canvas,
    • "Content storage" - providing digital lockers for storing & playback of personal content collections eg Tivo, DECE/KeyChest
  • These are not mutually exclusive and there are important developments which combine elements of the above, eg. Project Canvas in the UK.
  • A key tension point is emerging around whether content owners should collaborate on distribution to compete with new players in the ecosystem, or go it alone to differentiate from each other.
  • Telco operators have an opportunity to support specific business models and enhance the value created for content players in different scenarios

Key questions for debate

  • How fast will old "analogue" eyeballs migrate online? What will the future mix be?
  • What will future mix of revenue be? subscription, ad-funded, e-commerce?
  • How successful is each emerging business model currently and what is driving success or failure?
  • How could the telecoms industry add value to the current approaches?
  • Should telcos look to help media companies develop stronger business models or create one of their own with the telco as an intermediary between content owners and media service providers, aggregating rights and connectivity?

Presenters and Panellists
Short stimulus presentations, followed by discussion between, and feedback from, participants using our ‘Mindshare’ interactive technology, followed by a panel discussion, finishing with some voting on ‘next steps’.

Stimulus Presenters

  • Keith McMahon, Senior Analyst, Telco 2.0 Initiative
  • Andrew Ground, Chief Commercial Officer, LOVEFiLM
  • Rob Salter, Category Director, Entertainment, Tesco

Panellists

  • Sunil Gunderia, VP Digital Distribution EMEA, Disney
  • Sean Williams, MD, Retail Strategy, BT
  • Keith McMahon, Senior Analyst, Telco 2.0 Initiative
  • Andrew Ground, Chief Commercial Officer, LOVEFiLM
  • Rob Salter, Category Director, Entertainment, Tesco

Telco 2.0 background reading:

 

1030 Break

1100 Defining the next TV experience

Fully exploiting 3-screen capabilities, ‘content anywhere’ (digital locker) and creating a differentiated online experience
Time and place shifting are mega trends for TV and the ability to deliver complete flexibility of viewing is a major point of competition for the various players in the TV value chain are all looking to build on traditional methods of differentiation based on content and new TV technologies such as HD and 3D. Increasingly distribution to multiple screens – TV, PC, mobile, tablet – is becoming a must have for TV companies and those online distributors competing with broadcasters. However, rights become even more complicated in this scenario and need to be simplified.
This session will focus in detail on two discrete approaches to creating a high-quality 3-screen capability where users buy once and use anywhere.  The proprietary digital locker approach from the likes of Sky, Apple or Disney, will be compared and contrasted with the collaborative approach taken by the Digital Entertainment Content Ecosystem (DECE) where several companies have come together to define how entertainment content should be distributed across different formats.

Hypothesis being tested

  • The integrated approach to the distribution of content across the TV, mobile and internet is only available on a standalone basis to large content players with strong distribution in a specific market (including at least some customer premises equipment) such as Sky or Comcast
  • As well as being capital intensive, such an approach requires strong partnerships across different distribution formats
  • Alternative collaborative approaches such as DECE reduce the capital burden on any individual company but it is difficult to coordinate and manage companies with different visions, goals and strategies

Key questions to debate

  • When should content players ‘go it alone’ and develop their own proprietary digital locker strategy?
  • What are the vision and goals of the DECE consortium and how successful will it be in delivering content anywhere to consumers?
  • More broadly, when and how should players in the ecosystem collaborate for mutual benefit?
  • What is the role for telcos within the ‘digital locker’ space and what collaboration is needed amongst telcos to maximise this?
  • What happens to advertising revenue when content is time and place shifted? How do you measure viewers of content and advertising and how do you tie advertising to ‘shifted content?’

Presenters and Panellists
Short stimulus presentations, followed by discussion between, and feedback from, participants using our ‘Mindshare’ interactive technology, followed by a panel discussion, finishing with some voting on ‘next steps’.

Stimulus Presenters

  • Anthony Rose, CTO, YouView
  • Eric Guillaume, News, Weather, Sport Director, ITV
  • Senior Exec, Ericsson

Panellists

  • Alex Green, Executive Director, Commercial, TV & Online, Virgin Media

  • Daniel Heaf, Digital Director, BBC Worldwide
  • Anthony Rose, CTO, YouView
  • Eric Guillaume, News, Weather, Sport Director, ITV
  • Senior Exec, Ericsson

Telco 2.0 background reading:

 

1230 Optimising International Online Content Distribution & Creating New 'Direct-to-Consumer' Entertainment Services

Cutting edge Case Studies from around the world
As established in the two previous sessions, the two main areas of differentiation are the content itself and the ability to deliver that content in ever more convenient and engaging ways for the consumer. Therefore content owners are in need of support from telcos for content delivery, particularly for live events, on the one hand and more effective content discovery and access on the other.

Hypothesis being tested

  • Content owners are currently wrestling with two competitive threats. One comes from their traditional competitors, other content owners; the other from new aggregators or other players in the value chain looking for a greater share. Competing effectively against these requires content owners to do what they already do better as well as engaging with new services.
  • Operators have specific assets and capabilities that can help content owners tackle their strategic issues including:
    • Live production support capabilities to improve the delivery of TV content
    • Media distribution, asset management and workflow software for broadcast services
    • Identity-based content delivery to improve content discovery
    • Large quantities of customer data that can be used to improve content owner marketing
    • Payment capabilities for the unbanked (including the young) via premium SMS and a global payment exchange (originally developed for roaming)
  • Telco customer data and reach can be used to enhance media company’s search and discovery services; to o engage with more customers, build customer loyalty and cross/upsell
  • Operators and content owners could and should be doing more to work together.  They should develop a number of specific use cases to drive collaboration

Key questions to debate

  • Are analogue dollars about to be turned into digital dimes for content owners?
  • How can telcos help broadcasters improve their efficiency?
  • What are the key capabilities that content owners need to become more competitive with new market entrants and can telcos support these?
  • How important will discovery be as time and place shifting reduce the value and impact of the TV schedule
  • When offering upstream services to content owners, is interoperability between operators desirable or even essential?

Presenters and Panellists
Short stimulus presentations, followed by discussion between, and feedback from, participants using our ‘Mindshare’ interactive technology, followed by a panel discussion, finishing with some voting on ‘next steps’.

Stimulus Presenters and Panellists

  • Dominic Cameron, Project Director, ITV Live, ITV.com
  • Gerry Gouy, Senior Director, Digital Media , MTV
  • Daniel Bar-Lev, CEO, Video Convergence Forum
  • Steve Fish, VP Broadcast and Infrastructure Technology Systems, Turner Broadcasting Systems Europe

Telco 2.0 background reading:

 

1330 LUNCH

Afternoon Overview

These sessions centre on the crossover issues that draw on the learning so far from the Digital Entertainment sessions that have discussed the direct to consumer and mobile opportunities, the Consumer 2.0 sessions that have built a framework for the value of customer data and the M2M/Embedded Mobility 2.0 sessions, which examined the development and new business models of a market for billions of connected devices.

 

1430 The Connected Home

  • The role of the iPad, tablets, MIDs, 3D and Internet TV’s, Set Top Boxes and Media Servers and Smart Meters, and other connected devices on the digital economy.
  • How new operating systems and hardware can enable richer consumer and business interactions.
  • Market scenarios, opportunities and threats.

A whole series of connected devices are entering homes and all, from games consoles and tablets to set top boxes, media servers and smart meters. The connected home is a point of confluence for two of the major new growth markets, namely connected entertainment and M2M/embedded. With these come two emerging ecosystems and a host of players all looking to gain a position of power in the value chain that will gain them a greater share of the revenue, the connected home is becoming a hotbed of activity and competition.

Hypothesis being tested

  • The ability of connected devices to serve more than one purpose will lead to a natural consolidation of the market rather than a proliferation of an ever increasing number of boxes in the home
  • The user interface to the gateway will be a primary differentiator in the battle for the home hub but not the only differentiator
  • Telcos have both the connection and additional assets – customer data, billing, customer care, content delivery, identification and authentication – that can support and enhance the services being delivered by connected devices
  • By leveraging their assets, telcos can put themselves at the heart of the connected home ecosystem

Key question to debate

  • Is there a need for more than one home hub? What are the advantages and disadvantages of a single interface to all home connections for the user and what are the implications for business models for one or multiple hubs?
  • Does control of the business model lie with the best user interface?
    How is the ecosystem developing each of the hubs and are there any commonalities?
  • Which telco assets are important to home hubs?
    How can telcos leverage the connection and their valuable assets to maximise their role in the connected home?
  • Should telcos be attempting to be the one hub or provide services to a range of other hub service providers?

Presenters and Panellists
Short stimulus presentations, followed by discussion between, and feedback from, participants using our ‘Mindshare’ interactive technology, followed by a panel discussion, finishing with some voting on ‘next steps’.

Stimulus Presenters

  • Nicolas Bry, SVP, Orange Vallee
  • Diego Massidda, Director of Video & Connected Home, Vodafone Group
  • Fabio Sergio, Creative Director, Frog Design

Panellists

  • Nicolas Bry, SVP, Orange Vallee
  • Diego Massidda, Director of Video & Connected Home, Vodafone Group
  • Fabio Sergio, Creative Director, Frog Design

Telco 2.0 background reading:

 

1600 Break

1630 Augmented Reality and Mobile Apps

  • Disruptive business model opportunities at the intersection of technology, devices and consumer data.
  • Market scenarios, opportunities and threats in B2B and B2C

The primary focus to this point has been on the use of telco capabilities as a channel and to deliver content to every platform available, especially mobile. However, to just use the new mobile channel as a platform for the same content is missing a major opportunity as by using the information around the user (augmented reality) and complimentary apps, the entertainment experience on mobile and other platforms can be enhanced, adding new value propositions to the market. Includes new Telco 2.0 use cases.

Hypothesis being tested

  • There is value in the data surrounding a user is valuable and can be monetised for entertainment
  • Augmented reality provides a true differentiator for content owners and retailers
  • There is a complimentary mobile/tablet experience that can enhance a main screen viewing experience (eg ESPN sports stats apps)
  • The ability of consumers to ‘toggle’ around screens and interact with content in different ways in one that is valuable and monetisable
  • Telcos have the data and ability to provide the augmented reality experience

Key questions to debate

  • What is the business model for augmented reality and complimentary apps? How does money flow between content owner, app developer, distributor and telco?
  • How can content owners engage more effectively with the app developer community to develop apps that enhance their content experience?
  • How do telcos build/enable augmented reality services and solutions?
  • Should telcos look to use apps and augmented reality to differentiate their own entertainment services or offer them as upstream services to other content owners?

Presenters and Panellists
Short stimulus presentations, followed by discussion between, and feedback from, participants using our ‘Mindshare’ interactive technology, followed by a panel discussion, finishing with some voting on ‘next steps’.

Stimulus Presenters and Panellists include

  • Roberto Saracco, Director, Future Centre, Telecom Italia
  • Christopher Burman, Designer & Software Developer, Pachube, Connected Environments
  • Simon Torrance, CEO, Telco 2.0 Initiative

Telco 2.0 background reading:

 

1800 Close