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RapidTVNews elaborates on the research's outcomes:
In its report, Futurescape sees connected TV as providing a way for device manufacturers to effect a business model transformation from products to services. It exemplifies this transition by highlighting how Samsung spent a figure approaching $70 million marketing its Internet TV apps in 2010, including a series of international competitions.The report predicts that by 2014, 54% of flat-panel TVs shipped globally, approximately 148.3 million units, will have Internet connectivity and services. It also quotes Samsung as estimating that by the same time, the number of TVs shipped with an Internet connection will have risen from its current 17% to 70%.
This is in accordance to NPD's research on Connected TVs, Connected TV sales are on the rise and so is satisfaction among consumers, the Internet connected features are used adding actual value to the enhanced hardware.
Three other outcomes are:
1.One key action that the analyst advices the pay-TV industry to take is to enable subscribers to recommend content to friends. It says that the global pay-TV market needs social recommendation and discovery services which can encourage viewers to subscribe to more expensive packages and to buy more video-on-demand content.
2.Futurescape highlights the battle between Facebook-Twitter as not just encroaching but reshaping the 21st Century TV industry and challenging existing business models. It suggests that the winner of such battles will take a dominant strategic position in socially-targeted TV advertising, pay-TV content recommendation, TV show marketing, next-generation EPGs and Interactive viewing.
3.In all, the analyst believes that the social TV future is one in which all the major television industry players – IPTV, cable and satellite operators, middleware providers, CE manufacturers, broadcasters, studios and advertisers – must negotiate new relationships and resolve unanticipated challenges in order to seize major commercial opportunities.
Ad 1. & 2.
In a previous analysis on AppMarket.tv we referred to the challenge of the next-gen EPGs and the impact on content discovery.
Ad 3.
Extensive reporting on Social TV support Futurescape's outcome when it come to the disruptiveness and impact/influence on the transforming business of television.
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