The changing mediaconsumption landscapeOlof Schybergson,
CEO, FounderFuture of Broadcasting, June 28th 2011

At Fjord we design digital
servicesWe design digital services that transform businesses and help shape tomorrow’s world.Slide 2 © Fjord 2011 | Confidential

The landscapeThe rapidly evolving TVentertainment
domain

The TV/video ecosystem DISTRIBUTORS CONTENT
OWNERS Cable, satellite, telecom TV networks and studios DEVICE MANUFACTURERS SERVICE INNOVATORS TVs, STBs, handsets Digital nativesSlide 4 © Fjord 2011 | Confidential

TV viewing is not disappearingConsuming
TV/Video is very popular and people are today spending up to35% of their leisure time on watching content.Weekly hours of TV viewing, all in the UK aged 4+SOURCE: BARB 2011Slide 5 © Fjord 2011 | Confidential

But there are some challenging
trendsThere is a clear shift in behaviour in the youngest audience. With this group,social media has become a very direct competitor for time share.Weekly hours of TV viewing.SOURCE: BARB 2011Slide 6 © Fjord 2011 | Confidential

Changes to consumer expectationsConsumption patterns•
People are actively exploring new TV/Video technologies• …and are looking to enrich their viewing experience• There are not many established consumption patterns (except the ‘old’ ones)• More than 70 % are “time-shifting” on a weekly basis 1, and 50% are using internet based on demand TV/video every weekSOURCE: Ericsson ConsumerLab MSMC-study 20101 Streaming, downloading or watching recorded broadcast TVSlide 7 © Fjord 2011 | Confidential

NOW EntertainmentThe borders are blurringWAS
Entertainment Communication Communication Information InformationSlide 8 © Fjord 2011 | Confidential

= Business disruption• TV/Video consumption
is fragmented and complex• New types of entrants in the market• A trial and error market with lots of curiosity around• No obvious global leadershipSlide 9 © Fjord 2011 | Confidential

The role of devicesWhat roles
the dominant screensin our living rooms play

The battle of the glowing
rectanglesNo single screen has it all ! TV Computer Mobile Tablet Convenient & relaxing Time shifting ’Only screen around’ Media consumption High quality Free & unlimited To kill time & in transit Internet + email Social Lean forward Communication Socially acceptable Lean back Multitasking While waiting Domesticated mobile Fighting loneliness Personal Very personal Entertaining kids• Each of the dominant screens has some strengths for TV consumption• It’s not a choice between the screens, a strategy has to include all key screensSlide 11 © Fjord 2011 | Confidential

Device approach #1Do something great
on one device, orconnect two devices in a novel way

The future of TV !
…really? Samsung Smart TV Home view Both Samsung and LG are offering ‘smart TVs’, all-in- one media experiences in the living room. Is this experience what people want? Samsung remote control top Remote control underside LG Smart TV Home viewSlide 13 © Fjord 2011 | Confidential

An alternative TV approach from
Ericsson • Exponential complexity of media consumption doesn’t marry well with an old-school remote control solution. • This solution separates the discovery and control of media (on the tablet) from the enjoyment (on TV). • Media control in the home is a natural start point for the wider connected home domain.Slide 14 © Fjord 2011 | Confidential

Does Ericsson’s solution meet a
real need?According to a large user study, 3 growing user needs are met very well:1. A remote control that is using a touch screen paradigm2. An ability to use the Internet on the tablet3. An ability to preview and parallel view using the smaller screenSlide 15 © Fjord 2011 | Confidential

Companion experiencesThe NFL iPad app
is designedto be the perfect companionfor the TV experience.• Stats• Info graphics• Social features• Background infoSlide 16 © Fjord 2011 | Confidential

Device approach #2A seamless experience
across allkey devices

A typical arch of the
daySlide 18 © Fjord 2011 | Confidential

Connecting the (glowing) dots Cross-platform
access, ubiquity, and fluidity is the next frontier of the digital service battle. Companies like Amazon (whisper synch), Google (Maps, Android), and Apple (iCloud) are leading the way.Slide 19 © Fjord 2011 | Confidential

…and beyond the dots Smart
environments Smart objects The car and the home are the primary ‘smart environments’. In the near future, billions of ‘dumb’ objects will also be connected. Services will be extended to encompass these.Slide 20 © Fjord 2011 | Confidential

BBC iPlayer availability and access
Web Mobile Gaming consoles TV (through STP) • BBC iPlayer is available on 4 key platforms • Usage is stabilizing around 150m views/ month, and 1.5m unique viewers per day • In an on-demand world, discovery becomes a strategic user experience issueSlide 21 © Fjord 2011 | Confidential

Netflix as the service innovator
du jour • Available on all major digital platforms: gaming consoles, computers, tablets, mobiles • User experience is designed for the platform and the context • The constant is the design principles – they stay the same but the application varies across input, posture, navigation and display 1 With over 20million members globally, Netflix is the leading Internet subscription service streaming movies & TV episodes. Netflix members can instantly watch unlimited streamed movies & TV episodes.1 SOURCES: www.uie.com/brainsparks/2011/06/07/multi-device-design-netflix/ & en.wikipedia.org/wiki/NetflixSlide 22 © Fjord 2011 | Confidential

Towards a service approachDevices make
experiences tangible,but the service approach is whattruly matters

Service challenges• As home entertainment
is becoming inherently interactive, the experience should be service-led, rather than one of distribution• TV service design is about stitching things together to a coherent experience• There is the need to support two potentially conflicting needs 1. Simplicity and inclusiveness: over 50% think simplicity is very important 1 2. Individual passions Effortless enjoyment Flexible and individual Simple service activation Scales to many screens and devices One account (SSO) Includes web interactivity Simple and transparent billing Supports playlists, sharing, queuing Lean-back optimized Scales to UGC sharing, text input, etc. Social and inclusive Smart search and recommendations1 SOURCE: Ericsson ConsumerLab MSMC-study 2010Slide 24 © Fjord 2011 | Confidential

To sum upThe opportunity in
the TV / medialandscape

The opportunity• No clear international
leadership in the domain• With increased viewer flexibility comes complexity and confusion• Key focus will be on service coherence, elegant media discovery and control, and multiple device usage• There’s a massive opportunity to do for the media industry what Amazon did in retail and Apple in music and telecom• User-focused design – rather than technology – is at the forefront of innovation and changeSlide 26 © Fjord 2011 | Confidential

Defining digitalWeb: www.fjordnet.comTwitter: @fjordolof@fjordnet.com