Smart TV - ready for business platform or still inmature service? Should Smart TV platform be focus for OTT video & TV products development

1. Smart TV.
On the verge of maturity
Andrey Kholodnyy
Executive Director on Media Assets Management, Rostelecom
1

2. Dedicated vs. Universal network
2

3. Dedicated vs. Universal Network
Frequency
separation
• xDSL
• DOCSIS
Physical
Separation
• Telephone
• Data
Logical
separation
• IP networks
3

4. Dedicated vs. Universal Device
4

5. Dedicated vs. Universal Device
Browser
PVR
STB
Game console
Smart TV
Media player
5

6. Smart TV is the Winner
6

7. But…
7

8. Service maturity
• Low service performance
– Slow content access. From switching on to
watching content 30..90 seconds and two clicks at
least
– Low user interaction speed
8

9. Service maturity
• No interoperability
– Separate applications for each vendor
– Every year new
hardware, functionality, limitations, design, SDKs
– Fast platform changes cause Smart TV becoming
obsolete earlier than customer is ready to replace
it
9

10. Service maturity
• Hardware & SDK limitations
– HLS and some other technologies are not fully
supported
– Limited support of existing software libraries
– No access to hardware functions (e.g. video
management)
10

11. Service maturity
• DRM issues
– TV vendor specific DRM required
– Poor rolled out DRMs support
11

12. Service maturity
• Connection issues
– Connection quality (backbone and residential “last
inch”) affects perceived service quality
– Connection quality impacts product performance
12

13. Service maturity
• Customer interaction
– Different remotes
– Accelerometer
– Voice control
– Gestures
13

14. Service maturity
• Design guidelines
– Clients forced to adopt its design for vendors
guidelines
– Very limited design animation abilities
14

15. Service maturity
• Payment systems
– No built-in payment system
– Developers forced to use 3rd party payment
gateways
15

16. Service maturity
• Business contradictions
– Vendors are now attracting content providers
– However vendors are already developing their
own content platforms
16

17. Conclusion
• Smart TV is the potential winner as content
access platform
• Current implementation limits Smart TV
platform utilization as content access platform
• In 1-3 years horizon Smart TV platform will
reach its maturity stage and will compete for
its market share as content delivery platform
17