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The changing media consumption landscape Olof Schybergson, CEO, Founder Future of Broadcasting, June 28th 2011
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At Fjord we design digital services
We design digital services that transform businesses and help shape tomorrow’s world.
The landscape
The rapidly evolving TV entertainment domain
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The TV/video ecosystem
DISTRIBUTORS Cable, satellite, telecom
CONTENT OWNERS TV networks and studios
DEVICE MANUFACTURERS TVs, STBs, handsets
SERVICE INNOVATORS Digital natives
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TV viewing is not disappearing
Consuming TV/Video is very popular and people are today spending up to 35% of their leisure time on watching content. Weekly hours of TV viewing, all in the UK aged 4+
SOURCE: BARB 2011
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But there are some challenging trends
There is a clear shift in behaviour in the youngest audience. With this group, social media has become a very direct competitor for time share. Weekly hours of TV viewing.
SOURCE: BARB 2011
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Changes to consumer expectations
Consumption patterns • People are actively exploring new TV/Video technologies • …and are looking to enrich their viewing experience • There are not many established consumption patterns (except the ‘old’ ones) • More than 70 % are “time-shifting” on a weekly basis 1, and 50% are using
internet based on demand TV/video every week
SOURCE: Ericsson ConsumerLab MSMC-study 2010 1 Streaming, downloading or watching recorded broadcast TV
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Communication
Entertainment
Information
WAS
NOW
The borders are blurring
Entertainment
Communication
Information
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= Business disruption
• TV/Video consumption is fragmented and complex • New types of entrants in the market • A trial and error market with lots of curiosity around • No obvious global leadership
The role of devices
What roles the dominant screens in our living rooms play
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The battle of the glowing rectangles
Convenient & relaxing
High quality
Social
Lean back
Fighting loneliness
Time shifting
Free & unlimited
Lean forward
Multitasking
Personal
’Only screen around’
To kill time & in transit
Communication
While waiting
Very personal
• Each of the dominant screens has some strengths for TV consumption • It’s not a choice between the screens, a strategy has to include all key screens
Media consumption
Internet + email
Socially acceptable
Domesticated mobile
Entertaining kids
No single screen has it all !
TV Computer Mobile Tablet
Device approach #1
Do something great on one device, or connect two devices in a novel way
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The future of TV ! …really?
Both Samsung and LG are offering ‘smart TVs’, all-in-one media experiences in the living room. Is this experience what people want?
LG Smart TV Home view Samsung remote control top Remote control underside
Samsung Smart TV Home view
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An alternative TV approach from Ericsson
• Exponential complexity of media consumption doesn’t marry well with an old-school remote control solution.
• This solution separates the discovery and control of media (on the tablet) from the enjoyment (on TV).
• Media control in the home is a natural start point for the wider connected home domain.
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Does Ericsson’s solution meet a real need?
According to a large user study, 3 growing user needs are met very well: 1. A remote control that is using a touch screen paradigm 2. An ability to use the Internet on the tablet 3. An ability to preview and parallel view using the smaller screen
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Companion experiences
The NFL iPad app is designed to be the perfect companion for the TV experience. • Stats • Info graphics • Social features • Background info
Device approach #2
A seamless experience across all key devices
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A typical arch of the day
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Connecting the (glowing) dots
Cross-platform access, ubiquity, and fluidity is the next frontier of the digital service battle. Companies like Amazon (whisper synch), Google (Maps, Android), and Apple (iCloud) are leading the way.
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…and beyond the dots
The car and the home are the primary ‘smart environments’. In the near future, billions of ‘dumb’ objects will also be connected. Services will be extended to encompass these.
Smart environments Smart objects
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BBC iPlayer availability and access
• BBC iPlayer is available on 4 key platforms • Usage is stabilizing
around 150m views/month, and 1.5m unique viewers per day • In an on-demand world,
discovery becomes a strategic user experience issue
Web Mobile Gaming consoles TV (through STP)
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Netflix as the service innovator du jour
• Available on all major digital platforms: gaming consoles, computers, tablets, mobiles • User experience is designed for
the platform and the context • The constant is the design
principles – they stay the same but the application varies across input, posture, navigation and display 1
With over 20million members globally, Netflix is the leading Internet subscription service streaming movies & TV episodes. Netflix members can instantly watch unlimited streamed movies & TV episodes.
1 SOURCES: www.uie.com/brainsparks/2011/06/07/multi-device-design-netflix/ & en.wikipedia.org/wiki/Netflix
Towards a service approach
Devices make experiences tangible, but the service approach is what truly matters
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Service challenges
• As home entertainment is becoming inherently interactive, the experience should be service-led, rather than one of distribution
• TV service design is about stitching things together to a coherent experience • There is the need to support two potentially conflicting needs
1. Simplicity and inclusiveness: over 50% think simplicity is very important 1
2. Individual passions
Simple service activation
One account (SSO)
Simple and transparent billing
Lean-back optimized
Social and inclusive
Effortless enjoyment Scales to many screens and devices
Includes web interactivity
Supports playlists, sharing, queuing
Scales to UGC sharing, text input, etc.
Smart search and recommendations
Flexible and individual
1 SOURCE: Ericsson ConsumerLab MSMC-study 2010
To sum up
The opportunity in the TV / media landscape
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The opportunity
• No clear international leadership in the domain • With increased viewer flexibility comes complexity and confusion • Key focus will be on service coherence, elegant media discovery and
control, and multiple device usage • There’s a massive opportunity to do for the media industry what Amazon
did in retail and Apple in music and telecom • User-focused design – rather than technology – is at the forefront of
innovation and change
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