raising awareness in digital content space 19.03.09 vfinal...by dec 2008 more than 1.000.000 movies...
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TELEFONICA S.A.Conference on Audiovision and Copyright Prague, 19 March 2009
Raising awareness in Digital Content Space
2TELEFONICA S.A.
� Content media products, services and initiatives developed and implemented by Telefonica in Europe:
- IPTV services in Czech “O2TV” and Spain “Imagenio”
- Music and Video content streaming and download services to PC “Terra/Pixbox” and Mobile O2 / Movistar
� Intellectual Property awareness program “Educar para Crear” carried out in Spain in 2008 with the participation of Telefonica
� Key messages
Summary
3TELEFONICA S.A.
Total Accesses (Sep ’08)92,1 Mill.
Fixed line servicesMobile services
Data September ‘08
Telefonica has achieved an important position in Eu ropean Telecom market
Spain: 47,2 millions
UK: 19,3 millions
Germany : 15,2 millions
Ireland : 1,7 millions
Czech Republic : 8,0 millions
Slovakia : 0,4 millions
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4TELEFONICA S.A.
Telefonica O 2 TV Services
� Active since 1997 � IPTV to STB as core technology
choice; pioneered IPTV in 2004� More than 600K customers in
Spain and 100K in Czech� DTH and Cable added to ensure
economical offer in selected areas
� More than 1,2Million customers in Latam (Brazil, Chile, Colombia, Peru y Venezuela)
� Move towards personal TV:� Personalized line-up
selection� PVR� Catch-up TV
Telefónica TV activities
5TELEFONICA S.A.
In particular, Pay TV offers innovated in our markets with highly flexible packaging
Elements of commercial offer, packaging/line-up sel ection
Mundo
Acesso (21 canais)
Canais Abertos +
Infantil
Esportes
Filmes e Séries
HBO
HBO Max
Variedades
Esportes
EsportesEsportes
Documentários
++ +
++ +
+ +
Cinemax
Música
Notícias
� Flexible offers, supporting positioning of personalization
� low-cost basic package , also used as retention offer
� optional complements: variety of mini-packs and a la carte channels
6TELEFONICA S.A.
Partners Movies
Major studios license contracts120 current titles a year120 library titles a year
Independent distributors license contracts120 current titles a year 30 library titles a year
License contract for Kids programming250 of 10´episodes
Number of licensed titles a year
The success of VoD service depends on attractivenes s of library titles that creates value of the service but the real driv er are current movies more than 500 titles a year
By Dec 2008 more than 1.000.000 movies were rented form Videoteka O 2TV
Top 10 of 20081/ Václav 2/ Taxi4
3/ Gympl
4/ Lovci pokladů: Kniha tajemství
5/ Roming
6/ Rambo: Do pekla a zpět
7/ Já, legenda
8/ Harry Potter a Fénixův řád
9/ Piráti z Karibiku na konci světa
10/ Ratatouille
7TELEFONICA S.A.
O2TV ZABAVA
448 / 547CZK
Basic packagesThematic packages
DOKUMENTY plus60CZK
FILMY plus150 CZK
STYL plus60 CZK
HUDBA plus60CZK
DĚTI plus60 CZK
KINO plus250CZK
Cinemax200CZK.
PRIVATE plus250CZK
HBO200CZK.
Premium packages
O2 TV current packaging with 69 channels in Czech
Hustler TV 200CZK
SPORT plus150 CZK
O2TV KINO448 / 547CZK
O2TV SPORT
448 / 547CZK ZABAVA plus250 CZK
8TELEFONICA S.A.
Video On Demand, Interactive Services and Other functionalities
Video On Demand
� Videoclub / Videoteka
� Films, Series, Documentaries, Sports Events
� Rental pay-per-view or subscription
Time Shifting Other functionalities
� PVR - on the STB- on the Network
� New services give User control on TV: forward, stop, rewind….
� Other functionalities to improve customer experience
� Camera Election� Maps� Information
9TELEFONICA S.A.
Internet to PC Services
� Active since 1999� Portal augmented by
content download & steaming services
� Terra TV� Sonora/Pixbox
� More than 53 MM unique visitors per month
� Terra TV 8 MM unique visitors per month
� Top 3 or 4 in all markets. Usually sole non-GYM performer among market leaders
Telefónica Internet (PC) activities
10TELEFONICA S.A.
Internet: elements of Portal and Terra TV
Commercial OfferT
erra
Por
tal
Pix
box
/ Son
ora
• Generalist portal•Editorial content: news, finance, lifestyle, sports….•Entertainment •Services
• Communities: Gaia; Fotolog; Terra Música (Spain)• Communications services: integrated VoIP• Branded broadband access (LatAm only)• User Generated Content (e.g. “Tú Reportero”)
Ter
ra T
V
• Streaming: •Own/commissioned content•Majors and pay TV providers: Disney, NatGeo, Discovery…
• Download (Rental and Electronic sell-through)• Business models include advertising and pay-per-use• Platforms: Arvato (P2P downloads, Spain) and Lab One
• Streaming (pay-per-use Internet radio)• Download: single-track and subscription• Supported by editorial content • Sub-brands
•PixBox (Spain, download)•Sonora (LatAm, streaming & download)
11TELEFONICA S.A.
What is Pixbox?
� Pixbox is Telefonica’s music and film download plat form in Spain
� P2P platform in a pay for content environment which is legal and secure
� A music subscription service that is unique in Europe
� Different ways of purchasing and renting contents
� Exclusive advantages for Telefonica's ADSL users
� The first P2P service that is acceptable to content owners
� An extensive catalogue with over 3 million songs and 1500 films
� 1.5 million songs from Movistar’s emoción portal
� Compatible with the latest mobile generations
12TELEFONICA S.A.
…and what is ADSL/Music Bundle Promotion?
Then you better start swimmin'Or you'll sink like a stoneFor the times they are a-changin'.
“The Times They Are A-Changin'”Bob Dylan
� Tethered download subscription music service with access to more than 2.000.000 songs
� All Major Labels catalogues included (Sony, Universal, Warner and EMI).
� Also many other important independent Labels (e.g. The Orchard)
� Telefonica’s music subscription services bundled wi th ADSL
13TELEFONICA S.A.
Mobile Content Services
� Mobile portals in all markets:
- Movistar emoción in Spain
- O2 Active in UK, Ireland, Germany, Czech and Slovakia
� All type of Contents:- Music: RT, RBT, Full-
tracks- Video Streaming y
Download- Mobile TV (3G - DVBH)- Sports Events- Games
Telefónica Mobile Content activities
14TELEFONICA S.A.
Adapting to consumer needs03
Trios: Phone, Broadband and Pay TV
Single Service, Basic phone line
Phone + Low speed Internet
“Quad Play”: Phone, Broadband, Pay TV and Mobile
Content ANY.. time, where, device
15TELEFONICA S.A.
Changes in the digital environment are creating opportunity
Digital
content
TV Video
Music
BettingBlogs
Communities
Games
Sports
Podcasting
Unprecedented availability of digital content and services anytime and anywhere
PC
TV
Mobile
Multimedia players
New customer behavior and expectations� Growing consumption� New requirements� Shift among platforms
Exponential growth
Mobility and Broadband
Digital Content
16TELEFONICA S.A.
Educar para Crear (1)
� Education project in Intellectual Property rights
� Carried out in Asturias (Spain) during 2007/2008
� Experiences at three levels: Primary, Secondary and High School
17TELEFONICA S.A.
� The role of creators in the development of culture
� Community commitment in a multimedia space
� Intellectual property and culture interactivity
Three thematic focuses
Educar para Crear (2)
� During four months researchers and teachers worked together to make students reflecting on the work that it’s behind any creation.
� With a methodology adapted to each age group children evolve up to reflecting positions, from a first phase of confusion and ignorance about IP, to a later comprehension of the subject.
� Final Report and more information at http://www.educarparacrear.org/
18TELEFONICA S.A.
� The market, as well as the regulatory framework, ne eds to meet the consumer’s:� Right to Choice, Knowledge and Cultural Diversity� Right to Privacy� Demand for secure and user-friendly services� Demand for high quality content and price-worthy
� The key in the digital age is to create new models to enjoy content in a way which ensures the people who create the contents ca n be supported and rewarded
� Without creators there is no content and without th e fans there is no industry . Changes in the digital environment should be seen n ot as a threaten but as an opportunity.
Key messages
� So we think it’s better for ISPs and rights holders work together to develop new services which offer people the content they want, how they want it, for a fair price
19TELEFONICA S.A.
Meeting Consumer’s needs
ISPs and rights holders working together to develop new serviceswhich offer people the content they want, how they want it, for a
fair price
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