tv service centertelekom innovation laboratories – strictly confidential, confidential, internal,...

TELEKOM INNOVATION LABORATORIES

10/06/2014 – strictly confidential, confidential, internal, public – 1

TV Service Center May 27, 2014

Thomas Staneker

TV SC


Entry statement, fresh from the press

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§  Anyone can watch any show on any screen – but only if you’ve got a (cable) subscription

§  85% of homes in the US subscribe to some package of television §  If you’re an HBO subscriber and you are used to going to the broadband

and watching HBO Go, that is the future of TV.

... in a nutshell

International TV Service Center


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So, what IS actually Successful PayTV?

Device Proliferation

Content Interaction

TV

i-TV

Multi-TV

§  Reach EVERYBODY §  Offer outstanding CONTENT §  Be PORTABLE §  Run on ANY screen §  Give customers GUIDANCE §  Deliver BROADCAST

QUALITY ... ... at WEB SPEED

§  INNOVATE §  Introduce new ECOSYSTEMS §  ...

Successful PayTV



Hungary is not enough

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DTAG Countries DTAG PayTV Countries

§  More than 5 million subscribers out of which 3 million in CEE/SEE

§  1,4-1,7 STBs per household §  Market shares from 20% to

65% §  3 x number 1, 2 x number 2 §  Live and VOD OTT service in

almost all countries

DT PayTV at a glance

§ TV GO in Hungary § Acquisition of Digi Slovakia § First Cloud-STB trial in

region

Latest Achievements ...



DTAG proudly presents ... the TV Service Center

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Plan & Build Purchasing Run Product Delivery

Plan Build Operate Support Market Sales Vendor Relation Purchase

phase 2 local

§  Technological Paradigm shift requires deeper technological involvement and more resources §  TV Service Center: joint NatCo initiative to consolidate TV Expertise, hosted by Magyar Telekom §  Upcoming replacement of legacy platforms will require bundling of resources §  Design-to-Cost logics leads to purchasing power consolidation and cost leadership §  Decreased overall time-to-market due to internatonal risk mitigation and parallel development §  Ad-Hoc development capabilities allow a fast track to innovation in lead NatCos

phase 1

TV Service Center consolidates engineering muscle of 7 countries



Short term Next Generation TV: The End of the Monoliths

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§  Historical experience: Cost by far too high §  Vendor lock-in: Microsoft, Ericsson, Accenture ... §  Low choice (UI, STB, Apps): only 4 STBs, no freedom on UI §  Declining innovation after 4-5 years of platform lifetime

Where we come from: SINGLE VENDOR BLACK BOX

§  TV Service Center defined platform with open APIs §  Independent sourcing of Ecosystem elements §  Better price/feature transparency leading (-50% cost ) §  Introduce new industry players

Where we are heading to: OPEN ARCHITECTURE

Platform Client STB User Interface

Black Box

User Interface

STB Hardware

STB Client

Platform

Ecosystem

TV Service Center taking up responsibility and roadmap

Vendor has end to end responsibility and drives his own roadmap


example


We are working on the Mid and Long Term Future TV

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§  Move CPE processing power into the cloud

§  First trials in Greece and Croatia * single tuner

zapper

CloudTV

§ Holistic 360 degree seamless service on whatever device

§ Consolidate local initiatives

TV Everywhere

§ Use second screen to personalize experience

§ Personal vs. household service

Personalization

§  Create international recommendation platform

§  If Content is the King, Context is the Queen * single tuner

zapper

Recommendation §  Asset management,

content post-production, meta data handling

§  Multi-format HE

Industrialization

§  Increased number of common system elements

§ Unification of User experience

Scale

Let’s be clear about the basics: PREMIUM CONTENT REMAINS THE KILLER



Summary

8 International TV Service Center

§  PayTV is a healthy and growing business §  Success criteria for successfull PayTV are well-

known §  Deutsche Telekom plays a leading role

§  By market share and growth rate §  By bundling its engineering forces in CEE/SEE §  By continuing to be an innovation leader §  By driving platform standardization forward

§  We’ll see a number of exciting new things coming in the near and far future


9 International TV Service Center

Thank You!

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