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Interactive services key to early IPTV success in
the U.S.
Consumers interested in interactive services such as voting on game
shows, targeted advertising, and gaming, who total 27% of all U.S.
households, represent a lucrative early market for IPTV services and
applications, according to Parks Associates’
IP Video Services: Analysis and Forecasts.
This segment, identified in Parks Associates’ multinational study
Global
Digital Living™, is highly receptive to advanced TV services.
Service providers, particularly telecom operators, could boost current
revenues on their quad-play service packages, which include voice, data,
video, and wireless, by 33% by garnishing the bundle with services such as
video-on-demand as well as home monitoring, gaming, and wireless
broadband. This percentage increase would add $1.81 billion in revenues
over the basic quad-play package.
“The market for interactive services is very promising in the U.S.,”
said
Deepa Iyer, a
research analyst at Parks Associates. “Telecom operators have a great
opportunity to create new revenue streams by developing and deploying
services catered toward this specific market.”
As they increase their service offerings, telecom operators could also
draw revenue from targeted advertising, according to
IP Video Services: Analysis and Forecasts. The IP network allows
for real-time customer measurement, so telecom operators can build
targeted advertising pieces into their bundle of services and increase
customer ARPU. To realize these new possibilities, telecom operators will
have to form strong partnerships with network, software, and other
solutions providers to ensure the proper service infrastructure.
“It is all about experience in this market,”
Iyer said. “If
telecom operators want to venture into the video market, they have to do
away with their ‘traditional fixed-line provider’ image and offer services
that really excite consumers. It is through this strategy that telecom
operators can build strong customer loyalty.”
IP Video Services: Analysis and Forecasts provides an analysis of
the drivers, inhibitors, and opportunities for IPTV services. It provides
overviews of the major players along the IPTV value chain and delivers a
country-by-country analysis of the consumer demand for advanced TV
services.
The
Global
Digital Living™ project is a study of worldwide consumer
technology trends and surveyed Internet households in thirteen nations:
France, Italy, Spain, Germany, Canada, Taiwan, Japan, India, China, South
Korea, Australia, the United Kingdom, and the United States.
For additional information on
IP Video Services: Analysis and Forecasts or
Global
Digital Living™, visit
http://www.parksassociates.com or contact 972-490-1113 or
sales@parksassociates.com.
About Parks Associates: Parks Associates is an
internationally recognized market research and consulting company specializing
in emerging consumer technology products and services. Founded in 1986, Parks
Associates creates research capital for companies ranging from Fortune 500 to
small start-ups through market reports, primary studies, consumer research,
custom research, workshops, executive conferences, and annual service
subscriptions.
The company's expertise includes new media, digital
entertainment and gaming, home networks, Internet and television services,
digital health, mobile applications and services, consumer electronics, and home
control systems and security.
Each year, Parks Associates hosts executive thought
leadership conferences CONNECTIONS™, in
partnership with the Consumer Electronics Association (CEA®), and CONNECTIONS™ Europe. In addition, Parks
Associates produces the online publication Industry Insights in
conjunction with the CONNECTIONS™ Conference series.
http://www.parksassociates.com |
http://www.connectionsconference.com |
http://www.connectionseurope.com
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