d2 1420 pedro ramalho sonaecom - stoa...
TRANSCRIPT
![Page 1: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/1.jpg)
CAPA
January 2007Rolling out IPTV,
in a tough m
arket
landscape
Pedro Ramalho Carlos
COO Sonaecom Fixo
![Page 2: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/2.jpg)
1 2
ÍNDICE
Who we are
Sonaecom IPTV case study
3Key messages
![Page 3: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/3.jpg)
1 2
ÍNDICE
Who we are
Sonaecom IPTV case study
Role of IPTV
Technological &
Netw
ork drivers
a b
Technical learnings
Project road
map
c d
3Key messages
eMarketing learnings
![Page 4: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/4.jpg)
SEPARADOR
1Who we are
![Page 5: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/5.jpg)
5
Sonaeco
m Presentation
Setting the Scenery –Portuguese Market
Q3 2006 (000)
Population:10.235
Households: 3.651
Residential T
elephone lines: 3.202
(88% household penetration; -1,3 % 2005-10 CAGR)
Residential Internet customers: 1.587
(43% household penetration)
Broadband Accesses:1.400
(38% household penetration)
PAY TV customers:1.801
(49% household penetration)
(3% 2005-2010 CAGR)
Sources: INE, ANACOM, PT and Sonaecom reports
ADSLgrowth : 19,8 %(2005-2010 CAGR)
CABLEgrowth : 10,4%(2005-2010 CAGR)
DTH: 403
CABLE TV: 1. 398
![Page 6: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/6.jpg)
6
Sonaeco
m Presentation
Setting the Scenery –Portuguese Market Facts
75%
25%
IncumbentOther Players
Cable Broadband MS%
67%
33%
IncumbentOther Players
ADSL Broadband MS%
81%
19%
IncumbentOther Players
PayTVMS%
•Portuguese Market is Small (10 MM inhab
itants � ���
~3,7 MM Househ
olds)
•Telco industry is about scale
•PayTvhas a high penetration on Portugal, the highest of South European Countries
•Both distribution networks Copperand Cab
leare, so far, in the hands of the incumbent:
Portugal Telecom, which has a near monopoly in broadband and paytvdistribution:
•The dominant position of the Incumbent has been eased by a soft regulation policy.
Facts
![Page 7: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/7.jpg)
7
Sonaecom Presentation
Group Structure
LEADINGIT
&SYSTEMS
INTEGRATORS
#3MOBILE
OPERATOR
#2 FIXED OPERATOR
INTERNET AND VOICE
LEADING REFERENCE
DAILY PAPER
(1) Software and Systems Integration
SONAE SGPS 50.1%
100%
FRANCE TELECOM 19.2%
EDP 15.9%
PARPÚBLICA 3.1%
FFLOAT 11.7%
SONAECOM
TELCO M
OBILE
TELCO FIXED
MEDIA
SSI (1)
100%
100%
100%
www.sonae.com
![Page 8: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/8.jpg)
2Sonaecom IP
TV Case Study
Role of IPTV
Technical an
d Netw
ork Drivers
a b c d e
Technical learning
Project road
map
Marketing learning
![Page 9: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/9.jpg)
9
�How to create a competitive network, capable of unbalancing an
entrenched incumbent and at the same time
biased
market
situation
�Be able to take advantage of a technology discontinuity/advance
in order
to effectively unbalance the situation towards a
challenger overcoming all the eco
nomic and competitive hurdles
�Grab the o
pportunity of the Broadband
explosion and the n
ew
ULL regulatedmarket
�To find out if it would be possible to deliver the so far unreachable
ideal of a true converged and multi-service netw
ork
Sonaeco
m IP
TV Case Study
NetworkStrategy-The Drivers
![Page 10: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/10.jpg)
10
�Very scalable(from home to enterprise to service providers)
�Matches the MAN/WAN backbone speedof up to 10 Gbit/s
�Sim
ple technology (leading to cheap, reliable equipment)
�Good integration with the NGN Soft Switch
ingplatforms
�Excellent support for deploying massive ADSL2+services
Good fit for IP
( ...and MPLS, VLAN,
Multicast -IP/TV )
Skipping in
term
ediateSDH and ATM legacy network in
vestm
ents
... the m
ove to GEthernet as a core technology
Sonaecom was the first Telco in Portugal to deploy a full
GEthernet co
re netw
ork for supporting
ultra-broadband services, such as, IPTV
Sonaeco
m IP
TV Case Study
NetworkStrategy-Backbone
�From N x 155 Mbps to N x Gigab
it Ethernet
�From SDH to extensive DWDMdeployment (multiple optical signals on the same fiber)
�From silo Networks (Voice / Frame Replay / ATM / IP) to trueIP/Ethernet convergence
![Page 11: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/11.jpg)
11
2001
2002
2003
2006
2006
The short but successful story of hard work and perseverance
Fiber
optical network with a significan
t geo
graphical coverage
�> 5.000 Km of core fiberacross almost the entire country
High quality and high cap
acity tran
smission network
�Highly redundant rigs using, DWDM, NGN-SDH and GEthernet
�Installed capacity in each section ranging from 2.5 up to 10Gbps
�High network usage efficiency
Sonaeco
m IP
TV Case Study
NetworkStrategy–Optical Network Evolution
![Page 12: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/12.jpg)
12
Sonaecom’s
national network
reaches 134+ cen
tral offices in
Q306
�Delivering Leased Linesto Mobile
network access nodes and to business
customers
�Reaching 1.6 m
illio
n homesin Portugal
~50
%of the Portuguese population
�Delivering 2Play services
�2 Play footprint already mainstream of
connected m
ost im
portan
t PT Cen
tral
Offices
�Delivering 3Play serviceson
approximately 60% of the connected
CO’s
Oporto
Lisbon
COs with Sonaecom presence
PT COs
September 2006
Sonaeco
m IP
TV Case Study
NetworkStrategy–ActualAccess Network
![Page 13: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/13.jpg)
13
CO DSLAM
Increased Ban
dwidth Increased Reach
ADSL2+
Rem
otes
VDSL2
“Fiberization”(gradual or green
field)
Studies of FttXwith:
VDSL2/GbEth/Eth/PON
Eth/GbE
Increased Functionality in Acces
sMulti Service Node
Need for:
Ultra BB, service differentiation, multicast…
Layer 3 Functionality
“The First Mile…”
Multi-
service
access
node
ADSL2+
ADSL2+/
VDSL2
SHDSL
GSHDSL
VDSL2
GbE
GbE L2/3
Site C
Site E Site D
Site B
Site A
Metro DWDM Ring
10KM~300Km
Site C
Site E Site D
Site B
Site A
Metro DWDM Ring
10KM~300Km
Sonaeco
m IP
TV Case Study
NetworkStrategy-Access Network, the 2nd step…
![Page 14: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/14.jpg)
14
Sonaeco
m IP
TV Case Study
TheIP Benefits
•DedicatedNetworksfor
dedicatedServices
•SeparateAccess for each
service
•Costlyand Time Consumingto
offernewservices
Industry Telco Drivers
•ServiceDeliveryOverCommonIP
Infrastructure
•SeamlessUserExperienceOverany
Access
•ReducedCapexand Opex
•FastServiceRollout
Benefits
=
![Page 15: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/15.jpg)
15
Sonaeco
m IP
TV Case Study
TheIP Benefits
![Page 16: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/16.jpg)
17
2Sonaecom IP
TV Case Study
Role of IPTV
Technical an
d Netw
ork Dreivers
a b
Technical learning
Project road
map
c d eMarketing learning
![Page 17: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/17.jpg)
18
Broad
cast TV
VoD
Premium TV
VAS
SHORT RUN
Broad
cast TV
Premium TV
MyT
VOn-Dem
and
World
+
VAS
MEDIUM RUN
Broad
cast TV
Premium TV
My Favourite:
•Film
s
•Shows
•Series
•Photos
•Music
•…
LONG RUN
More control
Interaction
Even m
ore
choice
Wan
ts to be en
tertained
Wan
ts choice
Wan
ts a good value proposition
Eco
nomic
models
Advertising
Subscription
Advertising
Subscription
Some su
bsc. per service
One to One Advertising
Subscription per service
…
Couch
Potato
On Deman
dIt will
take so
me
years
to ch
ange
consu
mer
hab
its
making
MyT
Va
successful co
ncept.
Sonaeco
m IP
TV Case Study
Role ofIPTV
![Page 18: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/18.jpg)
19
Sonaeco
m IP
TV Case Study
Role ofIPTV
�Current strength & positioning of existing players
�Is cable strong? Is satellite a factor?
�Current penetration of Pay-TV; How good is Free to Air? DTT coming?
�Propensity to spend on premium content, ARPU level
�Common ownership of cable & telecom infrastructure ?
�DSL penetration; Powerful ISP’s
�Regulatory environment
�Favors Facilities or Services based competition?
�Access to content? Content competition?
�...
Unique m
arket factors will determ
ine value of the IPTV opportunity
Adoption of a Positioning for IPTV dep
ends on your specific m
arket
factors:
![Page 19: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/19.jpg)
20
Sonaeco
m IP
TV Case Study
Role ofIPTV
�Add an additional revenue stream;
�Increase attractiveness of 2P offer;
�Reduce 2P churn;
�Enhance the innovative positioning of the brand.
�IPTV is an interesting way to m
aximize revenues and R
oICfrom network
investments at a low-medium cost over 2P investments;
�IPTV w
ill be key to competeas all major players are positioning themselves
as triple or quadruple players.
The Role of IPTV for
![Page 20: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/20.jpg)
21
2Sonaecom IP
TV Case Study
Role of IPTV
Technical an
d Netw
ork Drivers
a b
Technical learning
Project road
map
c d eMarketing learning
![Page 21: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/21.jpg)
22
Q3
Q4
Commercial Test
(1.000 clien
ts)
Commercial Lau
nch
UPGRADE
2P
Commercial test with:
�Value proposition closed, but
with a work-in-progress list of
channels
�Core contents closed to test
commercialacceptance
�Test all processes and
support tools
Commercial Lau
nch
�Final offer ready for
2P clients upgrade
�Upgrade 2P
customer
�Sell trough
telemarketing, pull
and D2D
2005
Technical test:
�Get it up and running:
Headend, encoders etc
�Outsourcers: Learning curve
�Home networking
2006
Q2
Q1
Q3
Q2
Q1
Q4
Technical Test
(200 clients)
Sonaeco
m IP
TV Case Study
Project Roadmap
![Page 22: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/22.jpg)
23
2Sonaecom IP
TV Case Study
Role of IPTV
Technical an
d Netw
ork Drivers
a b
Technical learning
Project road
map
c d eMarketing learning
![Page 23: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/23.jpg)
24
Sonaeco
m IP
TV Case Study
MainLearnings–Technical
Eligibility Control
�Eligibility difficultieseven for 2play clients: cause-effect mechanisms and degree
of causality difficult to identify.
�Multi STBis a major challen
ge
�A reliable GEO reference toolis crucial for new customer eligibility
ADSL 2+ stability
�No consistent stabilityin Local Loops as market grows: the increase of ADSL
penetration can affect noise levels in cables: affects loop stability and causes errors;
�Speed is necessary but not enoughto ensure quality: small interferences which
do not affect 2Play service, cause pixelizationand QoSerosion in IPTV;
Provisioning and Breakdowns
�Difficult and long learning curve;
�The provisioning cycle is complex: it’s an operational challen
geto manage
installation outsourcers and the incumbent to provide good end2end customer
exp
erience
Eligibility Control
�Eligibility difficultieseven for 2play clients: cause-effect mechanisms and degree
of causality difficult to identify.
�Multi STBis a major challen
ge
�A reliable GEO reference toolis crucial for new customer eligibility
ADSL 2+ stability
�No consistent stabilityin Local Loops as market grows: the increase of ADSL
penetration can affect noise levels in cables: affects loop stability and causes errors;
�Speed is necessary but not enoughto ensure quality: small interferences which
do not affect 2Play service, cause pixelizationand QoSerosion in IPTV;
Provisioning and Breakdowns
�Difficult and long learning curve;
�The provisioning cycle is complex: it’s an operational challen
geto manage
installation outsourcers and the incumbent to provide good end2end customer
exp
erience
![Page 24: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/24.jpg)
25
2Sonaecom IP
TV Case Study
Role of IPTV
Technical an
d Netw
ork Drivers
a b
Technical learning
Project road
map
c d eMarketing learning
f
![Page 25: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/25.jpg)
26
Sonaeco
m IP
TV Case Study
MainLearnings–ConsumerInsights
Focus Groups and Research m
ain results
�Customers are
unsatisfied with
existing Pay-TV
offers
�Portuguese pay TV
market is considered
monopolistic
�Customers are
unsatisfied with
existing Pay-TV
offers
�Portuguese pay TV
market is considered
monopolistic
Alternative co
mpetition
�Customers say they
want an active role
in their choice of
channels
�VOD was greatly
appreciated once
tried
�Customers say they
want an active role
in their choice of
channels
�VOD was greatly
appreciated once
tried
IPTV ben
efits
�3Play is perceived
as a bundle : better
value for money
3X1
�Single invoice is
seen as an
advantage
�3Play is perceived
as a bundle : better
value for money
3X1
�Single invoice is
seen as an
advantage
3Play
Consu
mers value having m
ore contents at home and freed
om to choose.
3.Play bundles are seen as a potential so
urce of savings
Source: Sonaecom’s focus group
�“I don’t want to pay
too much”
�“I just want to pay for
the channels I
watch”
�“I appreciate a vast
number of channels”
�“I don’t want to pay
too much”
�“I just want to pay for
the channels I
watch”
�“I appreciate a vast
number of channels”
PayT
VBundles
![Page 26: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/26.jpg)
27
One operator, one connection, a single bill
Sonaeco
m IP
TV Case Study
MainLearnings-Offer
10 Fixed
Chan
nels
30 Fixed
Chan
nels
+ 10 àla carte
48 Fixed
Chan
nels
+ 20 àla carte
100 Chan
nels
Over 100 live channels
available
On-demand Contents (>2.500)
Movies
Anim
ation
Docu
men
taries
Adult ContentMusic Concerts
X
![Page 27: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/27.jpg)
28
Sonaeco
m IP
TV Case Study
MainLearnings-Offer
User Interface
ORCA
Middleware
![Page 28: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/28.jpg)
29
Sonaeco
m IP
TV Case Study
Main Learnings–Video on Demand
1.
Don´texp
ect high usage from day 1:
2.
VoDreach
ed ju
st over 20% of clien
t base.
Dom, 19 Março
18:31
VOD
“UmaCasa no Fimdo
Mundo“
com Collin Farrell, de Michael Myer
Género: Drama, Novidade, Romance
Filmeda Semana
Novidades
MENU
OKSeleccionar
Voltar
Brevemente
MaisVistos
SugestõesClix
Catálogo
Novidades
Ver
trailer
pesquisar
Adicionar
a Favoritos
What's New
Catalogue
Top
Suggestions
Coming soon
Create the Habit for
ON DEMAND
BEHAVIOUR
![Page 29: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/29.jpg)
30
Sonaeco
m IP
TV Case Study
MainLearnings–Video on Demand
Promote Promote
Promote:
�Coach potatoes do not have on demand behavior
�Create the habit !
�Provoke trial
Top rated
Most
Seen
![Page 30: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/30.jpg)
31
Sonaeco
m IP
TV Case Study
MainLearnings–Video on Demand
Intuitive navigation : easy to use:
�Good “Search Engine”: Artist / Title etc
�Navigation on menus intuitive : 1 stop shop
“Action”
pag
e
Search
engine
![Page 31: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/31.jpg)
32
Sonaeco
m IP
TV Case Study
MainLearnings–Video on Demand
60%
25%
10%
3%2%
Movies
Adult content
Anim
ation
Concerts
Docu
mmen
taries
VOD split per categories :
�Movies /Adult content = Revenues
�Concerts, Animation & Documentaries = Differentiation &
Segmentation
![Page 32: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/32.jpg)
33
�Mature Content Industry : PAYTV = CABLE
�Tough negotiations -contracts take a long time
�Industry has barriers to retain vertical power…
Sonaeco
m IP
TV Case Study
MainLearnings–Content Insights
Watch Out for Telcos:
Do Not Rush
Neg
otiations
Main contractual negotiation
variables:
�Monthly fee per subscriber
�Revenues Share
�Minimum guarantee &/or Minimum %
over client base
�A la carte subscription
�Flat rates
�Buy rates per title
�Window Availability
![Page 33: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/33.jpg)
35
Sonaeco
m IP
TV Case Study
MainLearnings–VOD Offer
MainChallenges
�Make “search”more in
tuitive
�With abundance comes more choice and more complexity : MAKE IT S
IMPLE
AND INTUITIVE FOR CONSUMERS
�Quantity Vs Quality
�5% of blockb
usterswill be responsible for the majority of revenues
�Perm
anently promote and highlight what's new
on the service
�Keep Consumers coming back
�Create user habits
�PROMOTE and PROVOKE TRIAL
![Page 34: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/34.jpg)
36
Sonaeco
m IP
TV Case Study
MainLearnings-Offer
TRIAL IS KEY
![Page 35: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/35.jpg)
37
Sonaeco
m IP
TV Case Study
Wrapup–Marketing/Offer
�The choice of TV packages shows a sim
ilar pattern of
cable offers
�Main reasons for sign-up are dissatisfaction with
previous operator and/or price savings
�Trial is keyto sell: image quality must be seen and
VOD must be experienced
�Consumers
value personalization: VOD & a flavour
of “a la carte”
�The availability of all p
remium channelsin every
STB is greatly appreciated
�New
features(VoD, EPG)need to be properly
communicated & experien
ced
�Over 80% of current users are advo
catesof the
service and recommend it
![Page 36: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/36.jpg)
SEPARADOR
3Key Messages
![Page 37: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/37.jpg)
39
�The TV business is a different industry to Telcos
�Don't rush on content acquisition � ���
it can
be a
very expen
sive m
istake
�VoD
and other V
AS are key differentiators vs.
traditional Cab
le
�PAYTV C
onsumers are passive � ���
Don't exp
ect
immed
iate uptake an
d usage of powerful VAS
services
�Service need
s to be user-friendly
�PROVOKE TRIAL & CREATE THE HABIT
Key Messag
es ab
out IPTV
![Page 38: D2 1420 Pedro Ramalho Sonaecom - Stoa Socialsocial.stoa.usp.br/.../0015/3357/D2_1420_Pedro_Ramalho_Sonaecom.pdfBroadcast TV Premium TV VoD VAS SHORT RUN ... IPTV benefits VOD was greatly](https://reader031.vdocument.in/reader031/viewer/2022030416/5aa26d3d7f8b9a84398d0a96/html5/thumbnails/38.jpg)
40
ped
ro.carlos@
sonae.com
Thank You
☺ ☺☺☺
COO Sonaecom Fixo