Telcos' TV Strategies: From a differentiation strategy to a strategy of innovation

Date: November 1, 2011
Pages: 80
US$ 1,320.00
Publisher: IDATE Consulting & Research
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: T998228C9CDEN

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Telcos' TV Strategies: From a differentiation strategy to a strategy of innovation
Telcos’ TV services are currently enjoying one of the highest rates of growth in the marketplace. Initially a source of distinction between ISPs, TV has become a central part of telcos’ marketing and growth strategies. This report takes a detailed look at the marketing strategies that telcos use when marketing their TV services, and at their growing prominence in a TV market in the throes of major upheavals.

Key questions
  • What role do television and associated services play in telcos' strategies?
  • What type of media offers are telcos marketing and what networks are they using to deliver them?
  • How are telcos fitting their services into the multi-screen universe (TV, mobile, PC...)?
  • What live TV services are on offer? How are video-on-demand (VoD) services being incorporated?
  • Is there a single dominant model, and what are some of the more innovative solutions out there?
  • What role do telcos play in the TV market and how are they positioning themselves?
In addition to in-depth analysis and a series of case studies, the report provides 11 detailed company profiles.

1.1 IPTV, a natural medium/fit for telcos’ content strategies
  1.1.1 TV: a core area of focus for telcos
  1.1.2 Growing prominence of mobile platforms
  1.1.3 Adding online services to provide content everywhere
1.2 TV services sold mainly as part of broadband access bundles
  1.2.1 Live programming at the core
  1.2.2 On-demand services gaining traction, but tied to pay-TV services
1.3 Organisation and industry strategies
  1.3.1 Telcos occupy mainly the lower section of the TV/video content value chain
  1.3.2 TV: an element of differentiation between telcos and now the source of added competition between them
  1.3.3 Telcos still only minor players in the TV market, their role largely determined by the competitive environment



3.1 Television services
  3.1.1 IPTV (managed networks)
  3.1.2 DTT
  3.1.3 Satellite
  3.1.4 Cable
3.2 Mobile services
  3.2.1 Over broadcasting networks
  3.2.2 On unicast (3G) networks
3.3 Online TV services
  3.3.1 Largely an extension of the fixed or mobile TV service
  3.3.2 But also a desire to reach all internet users


4.1 Live TV offers
  4.1.1 The end of the “TV bonus” model?
  4.1.2 Most common model: no TV without internet
  4.1.3 Less common: standalone TV services
4.2 Video on-demand services
  4.2.1 Services often tied to live programming
  4.2.2 Except when the telco does not offer live programming on its own network


5.1 Telcos’ role in the TV market
  5.1.1 Distributors above all
  5.1.2 Usually pay-TV package and service providers
5.2 And more seldom producers of content and/or TV channel operators
5.3 TV at the heart of telcos’ strategies
  5.3.1 TV as an element of distinction between ISPs
  5.3.2 Need to distinguish from other TV broadcasting networks
5.4 Telecom carriers’ role in the TV market
  5.4.1 Still modest weight in the equation, but reporting the highest rates of increase
  5.4.2 Different positions depending on the state of local market competition
  5.4.3 Strategies influenced by the regulatory environment


6.1 AT&T
6.2 Belgacom
6.3 BT Vision
6.4 Free
6.5 Orange
6.6 Portugal Telecom/MEO
6.7 Verizon
6.8 Telefуnica Spain
6.9 Telecom Italia
6.10 Deutsche Telekom
6.11 KPN


Table 1 : Comparison of telcos’ TV and video distribution strategies
Table 2 : Comparaison des principales caractéristiques des décodeurs haut de gamme proposés par certains opérateurs télécoms européens et américains
Table 3: Growth in the number of Digitenne (DTT) and Interactieve TV subscribers (IPTV)
Table 4 : Main operational mobile terrestrial broadcasting services
Table 5 : Comparison of a selection of unicast mobile television and video services marketed by telcos
Table 6 : Comparison of a selection of online TV services offered by telcos
Table 7 : Positions occupied by telcos on the TV value chain
Table 8: Country rankings by IPTV household numbers, 2007-2015
Table 9: Change in telecom carriers’ share of the TV market
Table 10: Key AT&T partnerships in the realm of content


Figure 1: Neufbox Evolution hardware
Figure 2: Some of the interactive services on Meo TV
Figure 3: Example of a home page promoting the lowest Internet access price: Telefуnica Spain
Figure 4: Example of a home page promoting the content selection: AT&T U-Verse
Figure 5: Meo TV widgets (Portugal Telecom)
Figure 6: The Freebox V6 designed by Starck
Figure 7: Telecom Italia’s CuboVision
Figure 8: Evolution of the main TV access networks’ global market share between 2007 and 2015
Figure 9: Changes in the main TV access modes between 2010 and 2015 by geographical region
Figure 10: Evolution of the MEO line of TV services
Figure 11: MEO’s OTT strategy
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