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Market Positioning and Operator Strategies for IPTV
Pyramid Research, Inc, Jan 2008, Pages: 74
Telcos are increasingly positioning their IPTV services as part of bundled broadband packages, and the services are gaining subscribers at a rapid pace. At year-end 2007, the global IPTV subscriber base reached 16m clients and is expected to grow five-fold in the next four years. Although regulations (such as those in China or Brazil) have played a role in limiting the scope of IPTV portfolios, it is the marketing strategy employed by each telco that is determining the pace of IPTV development in each market.
This report provides a global snapshot of IPTV adoption and analyzes market dynamics in 10 disparate countries, ranging from highly developed markets (France, for instance) to emerging markets where IPTV services are only at the cusp of being introduced (such as South Africa). In each country, we examine the shape and form of IPTV offerings and put them in the context of competing broadband and pay-TV market offerings.
Key questions answered
-What makes IPTV successful?
-How important is pricing? Multi-play bundling?
-In which markets will IPTV find receptive audiences?
-How can IPTV make headway against cable and free-to-air TV?
-What marketing positioning strategies are suitable for different types of markets?
-What roles do the broadband and media marketplaces play in IPTV in the 10 countries examined?
Target audience
-Operators: Identify the optimal market positioning for attracting audiences to your IPTV service. Benchmark against players in similar markets, and discover the strengths of IPTV against other media.
-Vendors: Assess the demand for IPTV infrastructure, devices and services in different market environments. Use our forecasts and analysis of market dynamics and opportunities to develop go-to-market plans.
-Content providers: Assess the value of IPTV trends, markets and business partners in order to develop strategies that will help you maximize the value of your existing content, tailor your new content with an effective go-to-market strategy in place.
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