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IPTV:
Keepin' on Keeping on
© VON Magazine –
January 2007 – Ross O'Brien
O'Brien begins by recognizing that
service provides have implemented the technologies for managing
and supporting content distribution and billing in a converged
world. He goes on to examine how industry participants are
focusing on turning their TV services into something compelling
for consumers while remaining competitive against other service
providers.
“In the iTunes era, when you
can sell a single episode of Lost for two bucks at better
margins than channel bundles and no advertising, that's where
carriers have to start pushing for real value-for the whole
value chain,” says Fergus O'Reilly, VP of Product Strategy
for the European pricing and rating software solutions provider
Highdeal. “We this see VoD (video of demand) as central,
not peripheral, to the IPTV proposition,” The challenges
in introducing on-demand services is largely technical although
they do exist. “Most players think converged service
integration is going to be easy…. IPTV blows this assumption
out of the water,” opines O'Reilly, whose solutions
are deployed within some 60 IP-based service installations
worldwide, including an increasing number of on-demand environments.
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