How should ott players cope with advancing technology

HOW SHOULD OTT
PLAYERS COPE WITH
ADVANCING TECHNOLOGY
DEN NETWORKS, 2017
OCTOBER

TABLE OF CONTENTS
1. Quad Play and Application Housing
2. Hybrid boxes
3. Unlimited Content and its discoverability
4. Machine Learning
5. Carriage Fee
6. Push Marketing
7. Virtual Reality
8. Market Intelligence
9. Artificial Intelligence
10.Remote Control Experience

1. QUAD PLAY AND APPLICATION
HOUSING
 The capability and capacity of IP networking equipment has
improved steadily, enabling the use of IP switching and routing
technology to transport and switch video, audio, and metadata
essence within television facilities.
THE FOUR FLAVORS OF TELEVISION
Satellite TV: Television from providers like DirecTV, delivered via
radio waves.
Cable TV: Television from providers like Time Warner Cable, delivered
via coaxial cable connection.
IPTV (Internet Protocol Television): Television from providers like
Prism TV, delivered over the Internet via a privately-managed
network.
OTT Streaming: Television from third-party services like Netflix and

FORMS OF APPLICATION HOUSING
What is Application Housing? – To be able to run different types
of applications through one app.
Types of Applications -
1. Live Streaming – Over the Top streaming of live video to connected
TV and mobile devices.
2. Video On Demand – Throwing videos to the viewers, whatever they
want to see and whenever. Biggest challenges are transcoding
speed and video quality.
3. Time-Shift TV - A Harmonic Time-Shift TV solution expands your
OTT multiscreen offering beyond the streaming of live content and
delivery of VOD: start-over and catch-up services are also
enabled.
4. AD Management – Ability to sell ad space

2. HYBRID BOXES
 Frost & Sullivan say that the OTT market could grow to as many as
265 million viewers by 2020.
Hybrid TV is a device or service that uses two networks (broadband
and broadcast) for data and application delivery. Eg Internet
connected TVs and STBs.
Bigger Picture: TV Everywhere
Home TV: Dedicated STBs, Connected TV, 3rd party STB
+
On the move: Smartphones, Tablet, BB Web
Idea is to combine IPTV (streaming content over a private network on
an STB) with Hybrid players (like Amazon Prime + TV)

3. UNLIMITED CONTENT AND ITS
DISCOVERABILITY
 The problem these days is consumers have more viewing options
than ever before. Hundreds upon hundreds of television channels on
cable or satellite, video on demand and streaming services have
increased television options to the point where the content discovery
has become seriously problematic.
A new wave of ‘Over-The-Top’ services like Netflix, driven by
advances in user interface thinking from the web industry, have tried
to address the search problem by shifting the discovery experience
towards a recommendations-oriented approach.
Content recommendations are based heavily on past viewing habits.
The holy grail of content discovery is to provide the consumer an
integrated solution that gives the ability to shape the experience
across all viewing outlets, curating content along the way.

4. MACHINE LEARNING &
RECOMMENDATION ENGINE With more content continuously
being made available, service
providers can tremendously
improve how they build search
capabilities that understand each
individual’s content preferences
and offer personalized
recommendations to enable
tailored content discovery.
 There are many web services who
act as content discovery platforms,
helping advertisers to invite
engaging audience to their website
while helping publishers to make
money by serving advertisers’
content as “recommendations” to
their readers in related posts

5. CARRIAGE MONEY
Carriage is separated from content in internet networks, enabling OTT content
and application service providers to deal directly with end users. TSPs are
excluded from the said transactions, with no control over the content or the
application. The move to Long Term Evolution (LTE) technology’s all-IP
architecture will further facilitate this delinking of delivery of services from the
underlying network.

6. CONTENT PROMOTION
TOOLS/PUSH MARKETING
Push marketing is defined
as a promotional strategy
in which a business
attempts to get their
message in front of their
potential customers
without them having a
desire or interest to buy the
product or learn more
about it.
Examples of Push Marketing:
 Trade show promotions
 Direct selling to customers in
showrooms
 Negotiating with retailers to
stock a product
 Maintaining an efficient
supply chain
 Appealing looking packaging
 Point of sale displays
 Radio ads
 TV ads
 Email ads
 Direct mail ads
 Pay per click ads

7. VIRTUAL REALITY – FUTURE OF
TVVirtual reality (VR) is a computer technology that uses virtual reality
headsets, sometimes in combination with physical spaces or multi-
projected environments, to generate realistic images, sounds and
other sensations that simulate a user's physical presence in a virtual
or imaginary environment.
There are a wide variety of applications for virtual reality which
include:
- Architecture
- Sport
- Medicine
- The Arts
- Entertainment
In the coming future, TV will be the medium for VR.

8. MARKET INTELLIGENCE
 As service providers, we have to make efforts to understand our
market with the help of market intelligence tools to see what kind of
content viewers prefer, demographics, age groups and preferences.
 The cable TV industry has invested huge sums of capital in recent
years to upgrade both their networks and millions of consumer
premises equipment (CPE) units from analog to digital.

 Fortunately, artificial intelligence (AI) technologies developed over
the last forty years are directly applicable to many of the difficult
technical problems faced by today’s cable TV applications.
 It can help customize views to target subscriber views, select proper
content delivery networks and customize features based on viewer’s
subscription capability.
9. ARTIFICIAL INTELLIGENCE

10. USER INTERFACE EXPERIENCE
 Now that we have discussed what we want to provide and how, we
need to discuss how a user will interact with our service.
 User Interface Design is the process of enhancing customer
satisfaction and loyalty by improving the usability, ease of use, and
pleasure provided in the interaction between the customer and the
product.
 The future of UX is “UX as the product” and, as such, our world is
driving toward a time where defining and articulating the experiential
narrative (the “what” as well as the “why” and “how”) of your brand /
product / company will be the single most important thing you do to
attract and retain customers.

EXAMPLE OF UIX
A SIMPLE REMOTE CONTROL IS THE BEST EXAMPLE OF A USER
INTERFACE

How should ott players cope with advancing technology

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