| 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 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.
About Parks Associates
Parks Associates is a market research and consulting firm focused on
all product and service segments that are “digital” or provide
connectivity within the home. The company's expertise includes home
networks, digital entertainment, consumer electronics, broadband and
Internet services, and home systems.
Founded in 1986, Parks Associates creates research capital for
companies ranging from Fortune 500 to small start-ups through market
reports, multiclient studies, consumer research, workshops, and
custom-tailored client solutions. Parks Associates also hosts Fall
Focus and co-hosts CONNECTIONS™ (in partnership with the Consumer
Electronics Association) each year.
www.parksassociates.com |
