den 4 skærm stacey selzer prehype
TRANSCRIPT
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prehype
Smart TV and Beyond
February 2013 prehype.com [email protected]
In2Media Conference: The Fourth Screen – When Content Goes Online
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Stacey Seltzer A Chicago native (Cubs fan) Background in finance, venture, technology, media and rock & roll trombone. Lucky to have worked with BBH, Citigroup, New Vantage Group, Joost, LE Electronics and dozens of media companies, non-profits and startups from around the world. London-based Partner in Prehype
Questions, comments: [email protected]
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prehype Prehype is a product incubator that helps corporations build new digital companies. We bridge the space between the world of start-ups and established companies by facilitating a process to jointly and rapidly build new digital products and services.
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new york | london | copenhagen | rio
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From Smart TV to Beyond: The Fourth Screen – When Content Goes Online 1. Innovation and TV 2. Smart TV 3. Challenges & Opportunities 4. Q&A !
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Innovation and TV:
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Technology Adoption and the S-Curve:
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Time
Tech
nolo
gy A
do
pti
on
Mill
ion
s o
f U
sers
# Years
Numerous Attempts at Innovation
Dominant Player(s) are Established
Mature Market
Tipping Point!
End of Cycle!
PALM PRE!WAP!
iPhone 5!
Blackbery!
Galaxy S3!
iPhone!
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TV and the S-Curve: 3 Questions
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Time
Tech
nolo
gy A
do
pti
on
Mill
ion
s o
f U
sers
# Years
Numerous Attempts at Innovation
Dominant Player(s) are Established
Mature Market
Tipping Point!
End of Cycle!
Samsung! LG!
1. Where are we on the S – Curve?
2. Will there be an iphone moment?
3. What’s your position in the space?
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We would argue that we’re still at the baseline, and that TV and media distribution is an industry that has seen some of the most money and innovation applied to it – without much of that going mainstream yet. No one has reframed the way that TV is done…..yet But there are a lot of people out there trying, and with good reason.
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Smart TV & The S Curve
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Why doesn’t TV innovation break through: Incumbency has a hold on content and High value content is pretty efficiently and well distributed
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1. Distribution (web/ mobile / other)
2. Content discovery • Recent focus social recommendation
3. Participation / extension of narrative • (transmedia) / social (much of this around 2nd
screen
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Innovation and TV: Three Broad Thematic Areas
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1. Through online video: • Youtube’s original content |
Netflix “house of cards” 2. MSO’s extend their services to
2nd, 3rd, 4th screens • HBO GO | Sky Go etc...
3. Through 2nd screen / mobile: • AEREO – pushing the legal
boundaries of broadcast
4. Smart TV
TV Innovation in Distribution
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1. Social Discovery: • ZeeBox | Get Glue |
SocialGuide | Yap.tv 2. Gestural & Voice
• Peel • Xbox Kinnect • Smart TV
3. Through Recommendation
Engines
TV Innovation in Content Discovery
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1. Narrative and Storytelling: • Transmedia • Participation – Shazam, 2nd
Screen opps. 2. Research and Measurement • Bluefin | Social Guide
3. Business Model: • Dreamworks CEO: “Charge by
screen size”
4. Hacking things: • http://www.youtube.com/watch?v=eYveEdhTgBs!
TV Innovation in Other Areas
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From Smart TV to Beyond: The Fourth Screen – When Content Goes Online 1. Innovation and TV 2. Smart TV 3. Challenges & Opportunities 4. Q&A !
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A Myth About Smart TV -
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It Sucks
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• New opportunities for broadcasters / content owners
• New outlet for aggregators
• New customer bases for service providers
• New ecosystem for developers
• New advertising opportunities • New opportunities for brands • Powerful real estate
• Driven by data / 2 way communication with consumers
• Great experience for customers
Opportunity: OTT | Smart TV | HbbTV
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A 2nd Myth: prehype
Smart TV Is Good
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• Fragmentation of the market place
• User activation & adoption
• Coming platform wars
• Attracting developers
• HbbTV & role of Broadcasters
• UX / UI design is woefully lacking
• Content Discovery is bad
Challenges: OTT | Smart TV | HbbTV
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So Where does Smart TV Go? To Answer this - we have to go back to the more fundamental question about what it’s trying to change / which aspect.
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Where is the center of gravity
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A Quick Aside: Geography and local industrial structures matter.
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From Smart TV to Beyond: The Fourth Screen – When Content Goes Online 1. Innovation and TV 2. Smart TV 3. Challenges & Opportunities 4. Q&A !
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Opportunities for Brands & Companies: when do you invest? what’s your business model? which one of these areas are likely to be the ones that break the neck s-curve?
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Again an example from mobile The phone is barely a phone anymore - as there are many types of phone applications: • games: • utility: camera, messaging, evernote etc • editorial: content sites, instagram • business extensions: facebook on
mobile TV becomes the same – where the screen is relevant but not necessarily directly related, (aka mobile phone but not talking on it).
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Platform War?
Probably but….
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The next OS may come from other than where we’d expect
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Guilded age of online video and multi-experience / multi- channel video. Brands should stop thinking about campaigns and start looking at how they can build services and content: • TV is necessary but not sufficient
• Less about platform – and what’s the relationship with the consumer
• how can we create processes internally that move us in that direction.
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From Smart TV to Beyond: The Fourth Screen – When Content Goes Online 1. Innovation and TV 2. Smart TV 3. Challenges & Opportunities 4. Q&A !
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thanks! 50 Eldridge Street New York NY 10002 T @prehype [email protected] prehype.com
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copenhagen rio