Transforming Telco to
IPTV
Business Models, Content Challenge, and Pay TV Competition
報告人 :
蘇瑛玟 P93747007
蔡明遠 P93747004
Agenda
IPTV Technology
 The IPTV Proposition
 IPTV Economics
 IPTV Proposed Services
 New Revenue Sources
 Mobile TV
 IPTV Case Study

CHT
 China Model
 Others Model


Conclusion
IPTV Technology
3
Forces Shaping TV’s Future
Broadband IP
Networks
Market
Opportunity
Moore’s
Law
Market
Dynamics
Regulation
Better Video
Compression
Content,
Ad Models
4
Defining IPTV

Accepted industry term (Internet Protocol TV)


Uses IP broadband network infrastructure to deliver pay-TV services
directly to TVs


PCs a potential secondary target, but not a requirement
Fully operator managed pay-TV service


Voice over IP (VoIP) is to telephony as IPTV is to pay-TV
Not a device model but a service one (monthly subscription, pay per view…)
What IPTV is not

TV over high-speed Internet





Most countries restrict live TV over Internet
Unique regulations per country
Not best-effort streaming media
Not “Trickle” VOD on PC or Set-Top Box (STB)
Technology blurs the lines, but businesses are completely different
5
IPTV: Next Generation Television
Subscription TV
Services
Live
Media
IP Network
On-Demand
Media

Operator
Access
Network
Operator
Headend
What IPTV is:






Competitive TV services
over managed IP networks
Broadcast television
All forms of on-demand
Electronic program guide
Connected entertainment
What IPTV is not:



6
TV via
STB
Video streaming over
the Internet
Best-efforts video services
Based on unproven
business models
High Level IPTV Network Architecture
Metro
CO
VHE:
VSO:
CO:
RG:
VHE
VSO
CO
Core
CO
VSO
VSO
Metro
CO
CO
Metro
CO
CO
CO
7
Access
Network
RG
Video Head End
Video Serving Office
Central Office
Residential Gateway
Network Architecture
Reception of content from national feed
Content encoded into proper format
National storage of on demand content
Content is fed to regional headends
Super Headend
National content received from super headend
Local content received and encoded
Regional storage of on demand content
Local advertising insertion
Regional Headend
Local Hub
Local Hub
Local Hub
8
Feeds content direct to homes
Final point for local ad insertion
Local storage of on demand content
Full Media Value Chain
Digital Copyright Control and Service Center
Copyright
Applying
Content
Producer
Content
Invention
Copyright Register &
Modify
Content
Processing
Agency
Digital
Copyright
Agency
Content
digitalize
&format
Content
Copyrighted
Copyright Control on
Transfer, Circulate and
Replicate
Content
Issuer
Content
Market
Content
packaging
& Issue
Digital Content Marketplace
Criterion on different
Content Formats
and Standards
Content Catalogue &
Information Service
Authentication &
Authority when
Content Consuming
Security
Management
Information
Provider
Content
Circulate
Information
Service
Consuming Service
Record Based on
Digital Copyright
Transfer and
Deliver
Service
Consumer
Content
Transfer
& Deliver
Digital Content Exchange Center
Uniform User and
Dealer Management
Digital Content Circulate Control and Fundamental Service Center
One-Time
Authentication
Content
consume
IPTV Technology Value Chain
Examples:
Alcatel
ANT
BigBand
Networks
Entone Tech
Harmonic
Microsoft
Minerva
Myrio/Siemens
Siemens
Orca Interactive
Tellabs
Tandberg TV
Examples:
Alcatel
Ericsson
Lucent
Marconi
Siemens
10
Examples:
Alcatel
Ericsson
Juniper
Lucent
Marconi
Motorola
Redback Networks
Siemens
Tellabs
Examples:
Amino
Ericsson
i3Micro
Microsoft
Motorola
Siemens
A Full Media Technical Platform
(design)
Producing & Management
Delivery, Transfer, Consumption
Service & Business Support
Full Media Digital Copyright management Service
Create
Edit
Acquire
Convert
I
N
T
E
G
R
A
T
I
O
N
Management
Analysis
C
O
N
T
E
N
T
Index
Maintenance
Storage
Material
digitalizing
E-business
Entertainment
E-Directory
VOD
TV On Demand
E-business
Network Music
Enforced Ad.
Interactive App
Interactive Education
video conferencing
Distance Medical
EPG
E-GOV
Games
Affairs Application
G-portal
M
A
R
K
E
T
News
E-Government
News,Weather
Digital Broadcast
Set Top Box
Digital TV
Content
Collection
Content
Delivery
Virtual reality
Application Monitor
Public Services
Sports, Economics
S
E
R
V
I
C
E
s
Single card pass
Information Portal
Streaming Media Service Platform
……
Game Service Platform
E
X
C
H
A
N
G
E
Edge
Caching
FTTB+LAN
Cable
Management
Uniformed User
Authentication
Accounting
Management
Payment
Management
Shopping
Booth
ADSL
Touch
Screen
Wireless
Wireless
Device
Media
Gateway
Full Media Business Support Service
User
APANUniformed
2003,BUSAN
PC
Security
Management
System Architecture for IPTV
OSS
Network
Headend
Home
Broadcast
Server
IP
Router
IP Multicast
IP Unicast
HTTP
Application
Server
Operational
Support
System
IMAP
IP
Router
Mail
Server
Network
Video
Server
IP over Fibre
Database
PC
Home
G/W
IP
Router
STB
IP
Router
Internet
The IPTV Value Proposition
13
What’s the Buzz?

Reaction ranges between two extremes:
Cable is already
doomed
Telcos can’t do video
Insufficient infrastructure
Telcos will attract
bundled subscribers
Pay TV market is too
competitive
Cable architecture is
inferior
Service won’t be
differentiated
Future is IP and
telcos are there first
14
Connected TV

Connected Services



Connected Devices



Common network architecture
Common back office interfaces and operations
Access to personal content from multiple devices in
the home
Select and schedule content
Connected Content and Applications



Deliver the same media and applications across
devices
Cross-promote services in broadband bundle
Integrated Experiences Reduce Churn
15
What does it mean to you?
Wide
Distribution
Robust
Protection
High
Quality
Re-use of existing content assets
Multiple on-demand options
New business models
Content protection with open
standards
Flexible rights management
Connected TV experiences
Windows Media high quality video
Independent of number of services
Scale from mobile to SD to HD
16
Why IPTV? Broadband Market Drivers
Cable

Financial: ROI on network
upgrades







Severe erosion of core
telephony business:






Satellite Competition
Retail STB
Eliminate proprietary CA
Decline of lines and minutes
Losses to cable, wireless,
VOIP
Need to grow ARPU

HDTV consuming new
spectrum
Analog legacy
Strategic shifts


VOD as differentiator
Increase ad revenues
Regulatory: ‘All digital’
mandates

Telcos
Subscription TV
VOD
“Triple-Play” bundling
Planned expansion
of broadband footprint

Increasing bandwidth

17
ADSL2+, VDSL, fiber
IPTV Market Drivers: TELCOS

Severe erosion of core telephony
business:



Must grow Average Revenue Per
User (ARPU)




Worldwide DSL
Decline of lines and minutes
Losses to cable, wireless, VOIP
Pay-TV and VOD
Need differentiated offering
“Triple-Play” bundling savings
Expanding broadband footprint

Increasing bandwidth


Major Telcos embracing IPTV, with
consumer deployments underway


Source: Ovum Research
18
ADSL2, ADSL2+, VDSL
Momentum building in the last 6m
Operators engaging vendors today
IPTV Market Drivers: CABLE

Financial: ROI on network upgrades





Aggressive pricing
DVR
SD Digital, 12
Strategic shifts





HDTV consuming new spectrum
Analog legacy
Satellite Competition


Voice
HSD
VOD/SVOD,
4
HD Digital,
6
Regulatory: ‘All digital’ mandates


VOD as differentiator
Increase ad revenues
Retail STB
Embracing IP for VOD (backbone)
Eliminate proprietary CA
Unify on IP network
Free, 8
Where?

North America
Analog, 80
19
The Value of IPTV
Strategic Value:
Leveraging Infrastructure &
Customer Relationship
High
2
4
IPTV
Value added by
infrastructure
Video on Demand
Data-sensitive ASPs
Home networking
IP music/radio
E-commerce
Low
Digital TV
Programming
Premium Channels
PPV/VOD
Interactive Services
Online training
Online games
Home video conf
1
Instant messaging
Billing relationships with
3
utilities…
Low
High
Value added by incumbents’ client
relationships/brands
Sources: McKinsey analysis, 2002-2005
Estimated Monthly
Revenue from IPTV
Services
20
TOTAL
$35
$12
$8
$10
$65
Source: In-Stat/MDR 3/03
Broadband: New Opportunities
Networks:
Broadband IP
Switched
Broadcast
Devices:
IPTV
Voice
Services:
Data
Triple Play
21
Video
Content Protection

New IPTV scenarios



TV-DRM, evolution of Windows Digital Rights Management (DRM)
Open standards for video encryption: Kerberos, AES
Windows Media Digital Rights Management



Standalone licensing server
Support Live and on demand scenarios
Supported by major film studios and music labels




Publicly license DRM to non-Windows devices
Present in 100’s millions PC around the world
Support for rights transfer to device


CinemaNow, MovieLink, Cinenow (French), Disney, Napster 2.0
Portable Media Center
Support for direct device acquisition


Home devices such as STBs
Smart phones
22
Rollout Challenges





Acquire content (at competitive prices)
Build video distribution network
Hope you have enough bandwidth
Get those franchise agreements lined up
Capture share in a nearly saturated
market
23
IPTV: Why Now?
Business Model Factors
Impact on Business Case
Adoption of broadband
75+ million BB subscribers WW
Larger addressable market
Lower penetration hurdle rate
Improvement in Access Technology
ADSL, ADSL2+, FTTH
Lower network upgrade costs
Improvement in Video Compression
Standard Definition Video at
1-1.5 Mbps with Windows Media 9
Lower network upgrade costs
Increase customer value with more
Simultaneous streams to home
Reduction in CPE Cost
IPTV Set-tops < $150
Lower subsidy cost per subscriber
Content Owners Openness to
Broadband IP
Increase VOD take-rate and ARPU
24
IPTV Economics
25
IPTV Opportunity
Telcos

New Business Models



New Audiences



Expand reach
Retain current customers
New Applications



Enter Pay TV market
Compete for the Triple Play
Differentiation through Video
Premium subscription services
New Revenue Streams


Ad insertion, subscription and PPV
Re-monetize content distributed to multiple channels and
devices
26
WW IPTV Opportunity

Asia




Europe




Already a growing market
~500k subscribers in Hong Kong
China poised to be the largest IPTV
opportunity thru 2009
Deployments and trials throughout the
region
FastWeb in Italy ~250k subscribers
Targeting areas not accessible by satellite
US

Limited to small,27rural telcos today
IPTV Economics
Component Solutions
Local/Cable
Networks Service
Management
VOD Streaming
$/Sub
$/Stream
Digital Video
Recording System
$/STB
Program Guide
Software
Applications
$/STB
Security
IPTV Software
Integration
Microsoft TV’s Solution
$/Sub and/or
$/STB
Up front License Fees+
$/STB
Up front Professional
Fees
28
Increased
Cost with Increase
VOD/Unicast
Concurrency
All Included
$/Sub
IPTV Forecast
WW IPTV Subscribers (M)
35
30
25
20
15
10
5
0
2004
2005
2006
APJ
WE
2007
US
ROW
2008
2009
China is the major wildcard
Huge growth in 2009
Over 70% of AP subs
29
50% of WW IPTV subs
Operator Landscape Today
123 Million broadband subs worldwide (June 04)

3+ million new subs per month
2005: Broadband passes dialup subs worldwide
2003: Broadband passes DTV
Subscribers Worldwide

200 Million
With advanced video
compression, 75% of
European homes capable
of receiving IPTV services.
Broadband
Subs
— Datamonitor
Digital TV
Subs
100 Million
Source: IDC 2004
2002
2004
2006
2008
30
In 2004, 68% of broadband
households in Europe
capable of >3MB/sec.
— Jupiter Research
Integration of communication
and broadcasting
Broadband Internet
extension

Film Major - prepare Internet service

Extension of Internet streaming market
Saturation of broadband Internet subscription

Need next step to maintain initiative
Lack of killer applications
Internet terminal variation
increment of TV and Mobile
Integration of communication
and broadcasting
A/V entertainment market extension
Restructuring of Webcasting business

Propagation of home Network, digital
TV
Portal – Audio/video service extension
Internet video streaming service
World-wide Trend
Profitable Business modelling
Digital broadcasting deployment
Network upgrade
全球寬頻影音服務市場持續成長
03~08年全球寬頻視訊服務用戶數
03~08年全球寬頻視訊服務市場規模
37億
4千2百萬
$4,000.0
50,000,000
$3,500.0
40,000,000
$3,000.0
用 30,000,000
戶
數 20,000,000
$2,500.0
百
萬
美
元
1千萬
10,000,000
0
$2,000.0
$1,500.0
6億
$1,000.0
$500.0
2003
North America
2005(f)
Europe
2007(f)
Asia
ROW
$0.0
2003
2004
North America
2005(f) 2006(f) 2007(f) 2008(f)
Europe
Asis
ROW
 全球影音服務市場規模從2005年起開始明顯成長，03~08年CAGR達81.8%。
 受到各國政策與寬頻服務業者紛紛宣示，將在05年佈建完成IP網路，預估
06~07年間，寬頻影音服務市場營收將以倍數成長，年成長率達116.9%
寬頻影音進軍家庭客廳
全球TVoD佔VOD用戶數比例
VOD
17500
全球TVoD佔VOD營收比例
TVoD
千 15000
戶
12500
10000
7500
5000
2500
0
2003
2004
2005(f)
2006(f)
2007(f)
北美、西歐與亞太為目前全球前三
2008(f)
1800
百 1600
萬 1400
美
1200
元
1000
800
600
400
200
0
其他 2003
5%
亞太
24%
VOD
2004
2005(f)
2006(f) 2007(f)
TVoD
2008(f)
北美
46%
大，其中西歐市場規模僅次北美，
寬頻基礎建設的加快佈建與豐富內
容將成市場發展重要助力
西歐
25%
05年TVoD over IP市場用戶分佈
 以家庭娛樂為主的隨選視訊(Video on Demand；VOD)，05年全球總營收預估達
5.5億美元，市場商機開啟。
 受到IP網路建置完善與普及，家庭娛樂市場需求刺激使用地點由書房轉戰客廳。
 電腦不再是主體，電信業者跨足廣電產業，將帶動寬頻影音應用的範疇擴大。
資料來源： In-Stat/MDR；工研院IEK-ITIS計畫整理(2005/03)
Connected Devices in the Home
Planned for Future
Releases:
 Access Personal Content
through TV




Whole Home DVR



Music
Photos
Home Videos
Access recordings from
any TV in Home
Search and schedule
through PC
Mobile
Media Centers
Integrated
Communications

Caller ID, message
notification on TV
PCs
Gateways
Broadband IP
Gaming
34
Digital TV
亞太寬頻影音市場後勢可期
亞太TVoD佔VOD用戶數比例
VOD
10000
亞太TVoD佔VOD營收比例
TVoD
VOD
TVoD
百 1000
萬
美 800
元
千
戶 8000
6000
600
4000
400
2000
0
200
2003
2004
0
2005(f) 2006(f) 2007(f) 2008(f)
 亞太地區成為TVoD全球市場成長規
模第二高地區，僅次於西歐
 亞太地區受各國政府積極佈建寬頻網
路以及ISP業者競相投入之影響，寬
頻影音服務將成未來發展重點
 市場商機開啟，大陸市場將成焦點
2004
2005(f) 2006(f) 2007(f) 2008(f)
04~08 TVoD亞太地區用戶數分佈
27%
1%
19%
32%
3%
13%
15%
11%
29%
日本
資料來源：工研院IEK-ITIS計畫(2005/03)
2003
南韓
50%
大陸
台灣
其他
Market Trend and Prediction





截至2004年底，全球網路電視用戶已達190萬戶，市場收入6.42億美元
，其中IPTV用戶數最多的兩大運營商分別是義大利的Fast Web和中國
香港的電訊盈科（PCCW）。
根據MRG的報告預測，隨著歐洲、亞洲和北美IPTV試驗、部署及技術
競爭的加劇，全球IPTV市場呈現加速成長趨勢，預計到2008年，全球
IPTV用戶將達2600萬
根據大陸廣電總局針對大陸地區大中城市所進行的調查顯示，有74％以
上的民眾願意在既有的收視費用之外，額外支付費用享受數位電視節目
。
根據IDC的預測資料顯示，2003年到2008年中國的（TV based）IPTV
用戶年複合增長率將達到245%，其中2005、2006年都將是400%的高速
增長，到2008年IPTV用戶將達到855萬（而2003年為近2萬戶）
據業界預測，到2008年，中國的（PC based）IPTV用戶總數將達到一
億，用戶人均年消費將達1000元。市場超過一千億元。
The IPTV world operators
Area
Vendors
Services
Star Time
Subscribers
Japan
Softbank
BBTV
2003
Hong Kong
PCCW
2003
Taiwan
Singapore
Italy
UK
CHT
SingTel
Fastweb
Video
Networks
France
Telecom
FreeDSL
Telefonica
SaskTel
Now Broadband
TV
Big TV
iTV
Fastewb TV
HomeChoice
≒100
thousand
440 thousand
2004
2001(Test)
2002
1999
55 thousand
<50 thousand
560 thousand
17 thousand
Maligne TV
2003
<20 thousand
Free IPTV
Telefonica TV
Max Front Row
2003
2002
2002
<20 thousand
71 thousand
70 thousand
France
Spain
Canada
Source: 拓墣產業研究所整理，2005/09
IPTV Proposed Services
38
IPTV Proposed Services
TV Services
Entertainment/
Interactive Services
Integrated Services
Broadcast Video Services
Gaming
Integrated Telephony (i.e.
TV Caller ID)
Digital Video Services
Gambling
Integrated Internet Services
(TV Email, IM, Messaging,
Web browsing)
Pay-Per-View
Karaoke
Program Guide
Advertising
Network-stored Video
Services (VoD)
Distant Learning
Standard Definition Streams
Security Applications
High Definition Streams
39
Better TV



Better Selection and Quality
Better Access to Programming
Better Control and New Services
Standard and High Def,
Live and On-Demand
Multimedia
Program Guide
40
Picture-in-Picture,
Instant “Zapping”
Media-Rich Program Guide
Software based
tuning
Live Picture-in-Picture
41
Virtual Picture-in-Picture
- Without the cost of additional
hardware
42
Scalable Video on Demand
43
Scalable Video on Demand
44
Enhanced DVR
45
New Applications and Services
46
New Photo Sharing Services
Order Print
^
- Sharing among PC, TV and Mobile Phones
- Photo printing and47 storage services
New revenue sources
Member benefits (more content, convenient
times)
 New audience revenue (relationship
building, underwriting)
 User compensation for access to niche,
premium or hard-to-find programming

Assets in permanent distribution build
record of community value, important for
tax-based, foundation and philanthropic
funding
 B2B revenues (rights to distribute,
marketing content for derivative works)
 Distribution services (datacasting, load
balancing, “my time” traffic)

Mobile TV
The Global Digital Transformation
Film
DVD
High Definition
Interactivity
Online Distribution
Television
Consumer Devices
Cell Phones
Digital TV
HDTV
IPTV
Multi-function
Intelligence
Networking
Data Services
Multimedia
Intelligence
Photography
Music
Networking/Delivery
Film  Digital
Instant Gratification
Sharing Online
Surround Sound
Online Distribution
Albums  Singles
Broadband
Datacasting
Wireless Home Networking
52
Prospects for Mobile Video Services


The number of consumer mobile data users in the
US is expected to grow from 24 million (22% of
subscribers) in 2003 to 43 million (36% of
subscribers) by 2007.
US Consumer Mobile Data Revenues
U.S. lags the rest of the world in terms of mobile data usage

Revenues from consumer use of mobile data were $1.3B in
2003 (2% of total service revenues) and are expected to
grow to $6.6B in 2007, or 8% of service revenues. (IDC
Mar/Apr 2003)
Messaging (SMS, MMS, IM, email) is likely to make up
majority of wireless data revenues until 2007,
when Applications and Content may play a
greater role.


Currently, the vast majority of wireless data use is SMS
The primary use of mobile Internet is to send and receive
email
Source: IDC, March 2004

Forecasts for mobile video services vary a great
deal.




Gartner is not optimistic, believing that mobile video
services, hampered by technical and social factors, will
not take off until 2010. (No numbers provided… Gartner,
May 18, 2004)
InStat is very optimistic and projects US mobile video
services (such as news, sports, movie clips, etc.) to
generate $5.4 billion in revenues by 2009, or 14.9% of total
wireless data revenues (for both business and consumers).
(InStat, Mobile Consumers Data and Multimedia Services,
May 2004)
Strategy Analytics forecasts revenues for mobile video
content in N.A. to grow from $890,000 in 2003 to $580M in
2007. (The firm estimates that worldwide revenues from
mobile video services will generate $4.6 billion by 2008.)
It is our opinion, that Strategy Analytics is the more likely
scenario given current US consumer demand for wireless
data, which is focused on communications and still
53
growing in terms of penetration.
US Data Revenues from Messaging/Content*
Strategy Analytics, October 2003
*Includes both consumer and business.
Mobile Video Services (continued)

Mobile video market drivers (Forrester, July 2004):




Increased bandwidth of wireless service networks for
“DSL-type bandwidths”
Advances in compression technology
Increased penetration of multimedia-capable handsets
Mobile video market barriers (Gartner, May 2004;
Strategy Analytics, March 2004):


High cost and low penetration of video-capable
handsets
Small mobile phone screen often inappropriate for
video






Likely to limit types of content (“It is hard to enjoy
sports when the ball is only one pixel wide”; Gartner)
Likely to limit a viewing session to 1-2 minutes
Technical limitations (low frame rates, broken
connections, artifacts caused by compression methods)
Production costs are high (cost of professional editing
of news and sports feeds to display on small screen)
Cost of service, video feed or download
End User Survey 2003: Interest in Value Added Services
While adoption of data services in the US has been
slow, the revenue and growth potential is
substantial, but the potential for video services is
less clear.




Bandwidth and technology realities
Installed base of video-enabled handsets
Value proposition: compelling content at the right
price
Consumer demand may not be there
54
Source: Strategy Analytics, January 2004
IPDC/DVB-H Business Model

B2C product groups can be divided into three categories
Source: DVB-H Project Swisscom, 2005
Mobile TV Broadcasting Services

B2C product groups can be optimally enhanced with
additional services
Source: DVB-H Project Swisscom, 2005
Mobile TV Content/ Service
Categories

Possible interactive services for mobile TV can be grouped
into five categories
Source: DVB-H Project Swisscom, 2005
Mobile TV Content/ Service
Categories
Source: SIEMENS mobile broadcast, 2005
Any Interest in PMP is for Movie Content

If consumers are interested in purchasing a portable media player – it is for
movies


Three-quarters of PC users wanted to store movies
Close to one-half of PC users wanted to store recorded TV programs
“If you purchased a portable digital media player, what type of video(s) would
you want to store and view on the device? Select all that apply.”
1. Microsoft, Portable Media Center Research Summary, October 2003. N=1433 PC users
59
Worldwide Installed Base Development
Key Handheld Devices
Millions
Sets In Active Use
Flash-Based MP3
HDD-Based MP3 & Video
Sony PSP
PSP Adds HDD
In 2006?
Source: U&S Digital Consumer Electronics Service
60
Wireless Will Compete For
Content Markets
Millions
Sets In Active Use Worldwide
3G Mobiles*
Flash-MP3
HDD-MP3/Video
PSP
* CDMA2000 1xEV & W-CDMA only
Source: U&S Digital Consumer Electronics Service
61
Fragmented Competitive Landscape for
Portable Media Players
Forrester, Portable Media Players, 5/12/04
62
Mobile Broadcasting Poised For Growth
Market Uptake
Parallel Broadcast: DVB-H, DMB, MediaFlo
Cell Broadcast, Hi Speed Download
3G Streaming: TV & ‘TV-Like’ Services
2005
2006
2007
63
2008
2009
Portable Digital Video Market is Just
Beginning



First digital media players introduced two years ago; next generation devices offer new
features

Microsoft Portable Media Center (PMC) will spawn devices from Creative Technology,
iRiver, and Samsung 1

Archos Pocket Video Recorder AV400 plays back MP3, WMA or WAV and records TV
shows 2
Hurdles remain before gaining mainstream appeal

Ease and relatively short transfer time from DVR, Media Center PC, online movie
services, etc. (Jupiter, March 2004)

“It cannot cost the user more energy to get content on a portable media device than
it takes to consume the content.”

Needs universally adopted, flexible, easy-to-understand DRM

Need at least 20 GB, 8.9cm color screen, simple UI, lightweight, decent battery life &
simple mechanism to load content onto the player 1
Consumer demand may be less than music 1

Movies viewed less frequently

Movies require focus, while music is background activity
1. Forrester Research, Portable Media Players, 5-12-04
2. news.com, “Archos queues up video player”, 7-1-04
64
CHT Carrier Case Studies
65
66
CHT






Player: Chunghwa Telecom, Taiwan
Service Name: iTV MOD (Multimedia On Demand)
Service Launch Date: Trial launch in March 2004; official
launch in August 2005
IPTV Access Technology: ADSL, migrating to VDSL by
Alcatel and ZyXEL
Equipment Vendor Partners: Alcatel’s Open Media Suite;
Orca RiGHTv middleware;
STBs from Acer and Ambit; STB solutions from SetaBox
Technology and Hwacom
67
Competition








CHT Is the Dominant Market Player
CHT controls 80% of Taiwan’s broadband market
Seednet, the second-largest ISP in Taiwan, launched a
pay-TV service in July/August in 2004 by working with EZ
Interactive Network.
The service is dubbed Digital Family Center and had accumulated
7,000-8,000 subscribers at the end of September 2005.
This service allows users to access the Internet via their TV sets at
home to view broadband TV content
The company reported to have 210,000 ADSL subscribers by the
end of the third quarter in 2005, accounting to 5% of the total
market share in Taiwan.
Seednet has not yet allocated considerable resources into Digital
Family Center; the bulk of the operations, such as applications,
customer care, the provision of the STBs and content sourcing, are
taken care of by its partner EZ Interactive Network.
68
Major Conglomerates and Their Affiliates in the
Telecommunications
and Cable-TV Markets in Taiwan
69
China Model
PCCW Model

Subscribers to Netvigator
broadband service receive
TV package at no
incremental cost with 12
month commitment

A La Carte channels as
competitive entry strategy,
migrating to “mini packs”
retaining choice

Consumers pay only for
what they want
PCCW Results – subscribers &
ARPU
上海模式

大寧模式:




大寧多媒體寬頻公司、上海文廣、上海電信以及一些設
備商，使用Revenue Share。
網路建設採一線通三網，用戶接收頻寬直播使用4M，
支援H.264標準。
費用:早期用戶包月30元人民幣或更低，推廣後可能升為
60～80元人民幣，部份節目點播按次付費。
哈爾濱模式:



哈爾濱網通、上海文廣及UT斯達康。
內容提供50多個頻道、上萬小時的VOD。使用MPEG4
1.2M至1.5M，用戶頻寬要求2M。
用戶需繳納調測費200元人民幣，並由通信公司免費提供
終端接入設備，基本月使用費60元人民幣，對非市話用
戶，則加收每月20元人民幣專線使用費。
杭州模式



杭州模式同時建立廣播式的數字節目平台和交互式
的增值業務平台，將廣播電視的公共服務和市場服
務分開，公共服務為市場服務建立用戶基礎，市場
服務為公關服務獲得盈利保障。
杭州模式的特殊之處在於杭州網通本來就是杭州廣
電網改造的，杭州市數字電視網目前是有線電視傳
輸網和寬帶網雙網合一，在系統、網路、終端上已
經全面實現了雙向交互傳輸功能。用戶10M頻寬。
杭州數字電視採用有線電視加IPTV的方式，免費
贈送機頂盒，基本收視費14元不變，付費電視和視
頻點播等增值服務由市場定價。目前杭州模式的收
費有四個來源：基本收視費、付費電視費、互動點
播費和信息發布費，主要收入來自互動點播，預計
3到5年可以收回投資。
Others Model
Fastweb Integrated Services
服務名稱
Fastweb
商用化時間
1999高速接取、2000年底語音與視訊影像服務
經營公司名稱
e.Biscom S.p.A（於義大利米蘭）
營運模式
提供高速接取(數據）、VoIP（語音）、VOD、
PVR、 Broadcast Video over IP等影音服務
用戶端設備有Home Access Media Gateway
與IP STB(Private IP)
Streaming Video的服務以Dedicated
Network的方式提 供，以MPEG-4的方式壓縮，
提供2~4Mbps頻寬
視訊服務可利用PC或TV作為接收裝置
影音服務包括有Live TV、VOD、PVR、語音
影像服務
透過DSL+FTTB提供服務
費用
Live TV與VOD則按頻道或依片依次計費
影音內容
Live TV約有120個以上的頻道
VOD約有3000多部影片
Fastweb服務提供架構圖
資料來源：Fastweb；工研院IEK-ITIS計畫整理(2005/03)
BB Cable TV Services
服務名稱
BB Cable TV
商用化時
間
2003.3(02’11開始為期一個月試驗)於東京23區展開
經營公司
名稱
BB Cable Coporation(為一有線電視業者，
2001.12創立於東京，資本額兩億日圓，持有一般二
類電信業者執照)
•IP-Based的服務
•使用ADSL線路
•用戶可在一般家電量販
店或上網申請即可
營運模式
透過DSL來提供Yahoo! BB會員寬頻電視服務，並以
電視為終端設備
除初裝設定費外，以收取每月每戶月租費為主，另有
付費頻道（依頻道收費）及PPV影片（依片計次收費
）
BB Cable TV服務提供方式
費用
初裝設定費9800日圓，月租費2525日圓(2000日圓/
含21個基本頻道，與525日圓/STB租賃費及一本節目
目錄)
影音內容
基本頻道(22個頻道，2100日圓）、付費頻道（約3
個，每頻道約900日圓）、PPV影片（每片約300日圓
）
資料來源：BB Cable TV；工研院IEK-ITIS計畫整理(2005/03)
France Telecom


法國電信於2003年12月推出IPTV業務

與兩家主要的衛星運營商在LiveTV上開
展了合作

適用於點播節目
系統實施驅動因素

法國電信正在與積極創新的ISP展開激烈
競爭

需要引入新的業務來保留用戶和增加收
入

業務捆綁（話音/視頻/互聯網）成為基本
要求

業務價格：每月10－20歐元

用戶數量

2004年9月2萬，2004年12月10萬，計劃
到2006年達到100萬。

每月增加1000名新用戶，2004年秋季新
開通22個城鎮
Client reference: Disney
Moviebeam









Includes receiver, or a front-end antenna
Receives video bits from the analog
spectrum and pushes them onto a hard disk
drive used for storing 100 films and
additional content.
A chip encodes the video for playback on the
device, which allows people to rewind, fastforward and pause films like a DVD
Deployed in 3 cities across the US
Deliver 10 new release movies per week
Always at least 100 movies to choose from
No late fees
All trick play features (pause, ff, rewind etc.)
Network could reach over 85% of the homes
in the US. (Datacast)
結論
Global Entertainment Media
Expenditure Scenario
Annual Consumer Spend
$Bn
CAGR %
10%
45%
$314Bn
$497Bn
Mobile Content &
Broadcasting
Broadband/Internet Access
12%
Online Content
45%
Packaged Content
(Video, Music Games)
5%
-3%
Box Office
10%
Subscription TV & Radio*
* Basic & Premium, excludes
receiver licenses & advertising
Source: U&S Digital Distribution Of Entertainment Service
81
Television Today and Tomorrow
Today
Tomorrow
Mostly Analog
All Digital
Broadcast Transmission
Two Way Networks
Same Media for All
Media is Targeted, Personal
Delayed & Inferred Viewing Stats
Real-Time Viewing Statistics
On-Demand is Add-On
On-Demand is Integral
Proprietary Encryption
Open Encryption
Business Models Limited by CAS
Flexible Business Models
82