Digivision case study: IPTV in India
Digivision, which is positioning itself as a virtual pay-TV operator, has partnered with telco giants BSNL and MTNL to deliver IPTV services over their DSL-enabled fixed-line networks. Their combined objectives are both to upsell broadband customers to IPTV and to increase broadband uptake by enticing fixed-line subscribers to sign up to IPTV as a first step. It is still early days for rollout, uptake and awareness of IPTV in India, which must compete with some formidable satellite players, but there are good prospects for the growth of digital pay-TV and related services. Digivision is heavily promoting the on-demand and interactive capabilities of its MyWay IPTV service in order to differentiate from its satellite competitors.
EXECUTIVE SUMMARY
IN A NUTSHELL
OVUM VIEW
KEY MESSAGES
DIGIVISION HAS DEVELOPED A COMPELLING IPTV PROPOSITION LEVERAGING STRONG VENDOR SUPPORT AND INDUSTRY EXPERIENCE
HOWEVER, IT FACES AN UPHILL STRUGGLE DUE TO HIGH LEVELS OF COMPETITION FROM BOTH PURE-PLAY SATELLITE PLAYERS AND OTHER TELCOS
ITS PARTNERSHIPS WITH INDIA’S FIXED-LINE GIANTS ARE BOTH A BLESSING AND A CURSE
MARKET OVERVIEW
INDIA’S MAIN IPTV PIONEER
CONTENT RESPONSIBILITY AND REVENUE SHARE
THE TV IS THE DIGITAL GATEWAY INTO INDIAN HOMES
SERVICES
TAKING TV ONE STEP FURTHER
BROADBAND BY STEALTH?
PERSONAL AND INTERACTIVE: MYWAY’S USP
BUT SATELLITE’S NO LONGER A ONE-WAY STREET
MATCHING THE COMPETITION
ADVANCED TV FUNCTIONALITY
MOBILE AS A COMPLEMENTARY PLATFORM
MARKETING TACTICS
ROLLOUT PLANS AND POTENTIAL
MODEST SUBSCRIBER TARGET IN CONTEXT
THE LIMITATIONS OF FIXED BROADBAND
NETWORK AND CPE
COPPER’S ENOUGH RIGHT NOW….
…BUT ITS RESTRICTIONS WILL BECOME MORE EVIDENT
SMART CPE
IN A NUTSHELL
OVUM VIEW
KEY MESSAGES
DIGIVISION HAS DEVELOPED A COMPELLING IPTV PROPOSITION LEVERAGING STRONG VENDOR SUPPORT AND INDUSTRY EXPERIENCE
HOWEVER, IT FACES AN UPHILL STRUGGLE DUE TO HIGH LEVELS OF COMPETITION FROM BOTH PURE-PLAY SATELLITE PLAYERS AND OTHER TELCOS
ITS PARTNERSHIPS WITH INDIA’S FIXED-LINE GIANTS ARE BOTH A BLESSING AND A CURSE
MARKET OVERVIEW
INDIA’S MAIN IPTV PIONEER
CONTENT RESPONSIBILITY AND REVENUE SHARE
THE TV IS THE DIGITAL GATEWAY INTO INDIAN HOMES
SERVICES
TAKING TV ONE STEP FURTHER
BROADBAND BY STEALTH?
PERSONAL AND INTERACTIVE: MYWAY’S USP
BUT SATELLITE’S NO LONGER A ONE-WAY STREET
MATCHING THE COMPETITION
ADVANCED TV FUNCTIONALITY
MOBILE AS A COMPLEMENTARY PLATFORM
MARKETING TACTICS
ROLLOUT PLANS AND POTENTIAL
MODEST SUBSCRIBER TARGET IN CONTEXT
THE LIMITATIONS OF FIXED BROADBAND
NETWORK AND CPE
COPPER’S ENOUGH RIGHT NOW….
…BUT ITS RESTRICTIONS WILL BECOME MORE EVIDENT
SMART CPE
LIST OF TABLES
Table 1: MyWay interactive services
Table 1: MyWay interactive services
