yu-li liu presentation
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Yu-li Liu Professor, National Chengchi University
Former NCC Commissioner Taiwan
2012.9.24
Content Creators
Program Packagers (channel operators)
platform Aggregators (Next VOD)
Network Operators (CHT, KBRO)
Access Providers (other ISPs)
Devices Manufact-urers (Samsung TV, Apple STB, smart phone, tablet PC)
Content Aggregator Distributor devices
Applications/services
Apps
} Network operators (telcos and cable operators)
} ISPs (5 TV) } Content aggregator (Next Media) } Joint venture between telco & others(CHT
+HTC; KT+ Skylife) } STB providers } TV manufacturers (Samsung’s smart TV)
} Through its own STB } Through other’s STB } Through Connected TV (cooperate with TV
manufacturer) } Cooperate with network operators (share
revenue or increase the partner’s value) } Use App
} Chess (games) } children programs } E-learning } Golf } Stock market & financial news } Banking } Karaoke } Photo } Music } Shopping } Tickets
} Free } Hybrid model (free+paid) } Monthly fees } Pay per view (VOD) } Package } Bundle with other services } Embedded with Ads } A la carte
} Multi-screen } TV Everywhere } All devices } New commerce (shopping, sell tickets) } New content: User generated content } New devices (including APP) } New pricing models: Shows and movies can
be sold per movie, per episode or per season.
} OTT TV providers: AcTVila (alliance of Hitachi, Panasonic, Sharp, Sony, and Toshiba), Hulu (from the US), Gyao)
} OTT TV take-up is slow } Lack of programming } Not many on-demand videos available online } The DVD rental release window is often long before it
becomes available on any streaming site } Rental shops are still easy to find } Content providers hesitate to put their programs online. } User interface is not user-friendly }
Source: Hiroki, 2011
} User behavior: The elderly are resistant to change } Broadcast TV programming can be accessed on many
devices } The location shifting of Japanese content using a device
such as the Slingbox was found to be illegal } Watching TV is more of a passive and social experience
} Source: Hiroki, 2011
} OTT provider: KT SKylife } KT Skylife was considered as illegal service by
the KCC (2012, 8) } Dish convergence solution (DCS) transmits
digital broadcast through the Internet, eliminating the need of a disc-shaped antenna.
} KT Skylife argued its service was practically the same as Internet protocol TV, which also used the Web to transmit programs.
} Cable companies sent complaints to the KCC.
} Samsung’s Smart TV case: Network neutrality issue
} KT does not allow connected TV’s free piggy-backing
} KT is outraged that the connected TV manufacturers (such as Samsung) use KT’s broadband infrastructure as a delivery mechanism for their content and refuse to pay KT.
} KT insists that it must be compensated for the connected TV traffic placed on its network.
} 7 OTT license holders } IPTV licenses go to TV groups. Telcos only
provide broadband } Most of the big TV groups are aware of the
emergence of OTT. They also provide OTT services—coopetition
} Kehua Cable and China Mobile Beijing collaboration
} DVB+OTT (Beijing) } IPTV+OTT (Shanghai)
} In the past, some content provided by the Internet TV caused copyright problems. It has been improved gradually.
} The regulation is still in favor of the TV groups or broadcasters.
} Broadcasters are still dominant in the TV market. OTT TV has potential to grow as long as the regulation does not limit its growth.
Next VOD
Huada 5 TV Li TV Kbro catchplay
background
Apple Daily
CHT, HTC
ISP EPG (Tivo)
Cable MSO
Content aggegator
Strength content Network , distribution
Via connected TV
Via connected TV
Network , content
content
weakness
Negative image
Not enough content
Regional
small OTT is not its own service
MGT issue
Business model
hybrid hybrid subscription
Subscription
Increase value
multiple
} Position: TV everywhere, accessibility, one account, via more devices, and values (content + price + user experience)
} Content: channels, VOD, Internet content, other services, provide some exclusive content.
} Provided free Set-up-box, first 30 days can watch a certain amount of movies free.
} Connected TV (Samsung, Panasonic--smart TV) } App (KBRO, cable MSO)
films • 2 US$ monthly
animation • 2 US$ monthly
E-learning • 2 US$ monthly
• 4.5 US$ monthly
Disney (per year) • 3.2 US$ monthly
package
} Joint venture between Chunghwa + HTC } Biggest telco + biggest mobile phone
manufacturer (self-branded) } Try to reach non-CHT customers
IPTV (in)
Wall Garden CDN OTT CDN
PC Smart Phone PC Smart Phone IPTV
SSO
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DB
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MOD+OTT
Hauda Digital (provided by Huada)
VOD channel VOD channel Social Internet(good content)
Mobile phone (in) Internet (in)
IPTV OTT
Cloud Video
OTT CDN abroad
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OTT
Chinese abroad
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OTT Services (provided by Huada)
Chess E-learning (2-6 year)
Golf Stock market, financial news
} Broadband speed (cannot be too slow) } Lack of innovative content or services } Lack of branded content and interactive service } Copyright issues, DRM } Release window is slow } User behavior, not enough subscribers } User interface } Network operator or ISP’s attitude (cooperate,
compete, network neutrality) } Lack of new business models } Small revenue
} Bandwidth, broadband speed } User interface (user experience) } Compelling content, some innovative,
exclusive content } Cheap price, bundling package, flexible
pricing model } One account, more devices } DRM, copyright } call center (next VOD), good service } Multiple revenue model
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