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Tough Challenges Ahead for Europe's Video-over- Broadband Providers
Yankee Group, The, June 2004, Pages: 20
Video-over-broadband (VioBB) has arrived in Western Europe following a string of major telco deployment initiatives during the past 6 months. Also, several players that have yet to introduce a video-based offering have indicated possible commitments. Incumbent DSL operators in France, Germany, Italy and Spain have either introduced or stepped up their existing video content offerings, marking the entry of a fourth digital platform into Europe’s increasingly crowded pay-TV marketplace. Although in its infancy, the development of VioBB presents a number of important opportunities for BSPs:
- An enhanced value proposition that will facilitate customer growth and reduce churn
- A new (albeit limited) revenue stream over and above basic access services
- The ability to follow a full triple-play service strategy through the provision of multichannel TV, thereby increasing their competitive position against both cable and satellite operators
- Differentiation from cable and satellite platforms through the ability to provide ondemand video services (Satellite networks are technically unable to provide true videoon- demand [VoD] and cable operators have been slow to bring such services to market.)
However, VioBB also faces a number of serious obstacles to its development as a viable alternative to cable, satellite or digital terrestrial as a mainstream TV platform. This
fledgling market is characterized by a lack of technical standards for hardware and software, a confusing array of alternative business models, and lack of clarity regarding the roles of various participants within the value chain. More pressing challenges include the existence of powerful entrenched competition in both online and offline content, difficulties sourcing content, and issues associated with conditional access, digital rights management and billing.
This report examines the main drivers and challenges in the successful deployment of video-over-broadband. We present a detailed overview of the main players and the variety of product offerings and discuss the roles of the various participants within the evolving VioBB value chain. This report highlights recent developments in VioBB and assesses the different approaches to service implementation taken by Europe’s BSPs. It examines the relationships telcos need to develop with a wide range of partners to produce cost-effective and profitable VioBB services. We conclude with an assessment of the market opportunity for VioBB, forecasting that despite increased takeup, these services will account for only 3.4 percent of total BSP revenue by 2008 and will not be profitable in the medium term.
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