Look and Feel Issues and Usability at Imagenio Telefonica´s IPTV Platform

Look and Feel Issues and Usability at Imagenio Telefonica´s IPTV Platform TELEFONICA DE ESPAÑA IPTV Competence Centre + Multimedia Services Berlin November 28, 2007 [email_address] [email_address]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Index

Telefónica´s deep transformation over the last twenty years Clients 8.9 million subscribers 203,2 million subscribers(*) 1984 ,[object Object],Financial Data Revenues: 2.3 B€ Assets: 10.3 B€ Mkt. Cap: 1.6 B€ Revenues: 52.9 Bn€ (*) Assets: 108.9 Bn€ (**) Mkt Cap: 107 ** Bn€ (*) ,[object Object],[object Object],[object Object],Spain with a population of 38 million Worldwide Latin America, Europe, Africa & Asia > market potential of 760 million Footprint ,[object Object],Human Resources 67,000 employees More than 230,000 employees ,[object Object],Note: Financial data as of Note: Financial data as of the end of 1984 Services Diversified and large offering of products & services Fixed line voice and other basic services @ ,[object Object],2006 * Dic 2006 ** Oct 2007

Telefónica a global and multiservice operator, present in 23 countries worldwide …

IPTV situation inside Telefonica SPAIN : +470.000 CZECH REPUBLIC : +60.000 UK&Ireland : From mobile to broadband, IPTV being analyzed GERMANY : IPTV commitment Chile : Innovation Commercial Field Test, massive commercial deployment in 2008 Brazil, Argentina & Colombia IPTV lauch planed for 2008 EUROPE LATAM

Telefónica LATAM ,[object Object],[object Object]

Telefónica SPAIN- Imagenio- 3 Generation User Interface O2 Telefónica CESCK REPUBLIC- 3 Generation User Interface

Telefónica Spain- Imagenio Audience SOURCE: Internal Analysis Telefónica ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Evolution Customer Base (in 000) Geographic Distribution Of Imagenio Customer Base (in %) 45% user base In Madrid & Barcelona 132 %

User Interface Structure Advertisement & Communication Selection Multimedia & Informative Common apps across services Shortcuts Branding Branding Notifications

User Interface Feedback From the Customer KEY ATTRIBUTES VALUED BY IMAGENIO CUSTOMERS WHEN ASKED ABOUT NAVIGATION CLEAR SIMPLE FUNCTIONAL EASY TO USE EASY TO NAVIGATE OPERATIONAL WELL ORGANIZAED PRACTICAL ,[object Object],[object Object],[object Object],SOURCE: 7 Focus Groups with 8 people each conducted amongst Imagenio users and potential users plus competitors customers as well- November 2006 in Madrid and Barcelona

TV Package Purchase Procedure 1 From CoD to Broadcast and select ”A la carta” 2 Select package/channel 3 Detailed information 4 Extended Information 5 PIN introduction 6 Operation completed

Video On Demand (VoD) Purchase Procedure 1 Main Page 2 VoD Categories 3 Surf Titles 4 Detailed Info 5 Purchase Options 6 PIN Introduction 7 Operation Completed

Remote Control Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Barker Channel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The following video promotes i) Spanish cinema, ii) “Letters from Iwo Jima” and iii) Final Report from History Channel

Electronic Program Guide (EPG) ,[object Object],[object Object],[object Object],Filter/Search BY CHANNEL Filter/Search BY THEME Filter/Search BY TIME OF PROGRAM

Mini EPG ,[object Object],[object Object],PVR- zapping functionality (shows time delay towards real time TV and time scheduled for recording) Channel Number Invoke- Metadata on content , EPG, Stereo/Original Language Version Content Name Content Duration

Demostration Videos Telefónica has produced a series of videos to teach users about the service capabilities of the application. The following video is about the users “My account” where a user can see his/her consumptions and the different payment methods he can use (promotion, gift certificate, real purchase):

Space on digital Magazine Pure Advertising Formats Promotes Internal Content & Advertiser Brands 10 sec. spot before some VOD, SVOD and Trailers Banner on user interface Sponsor Miniguide Various spots before, during intermission and after Football matches

Integrated Advertising Formats Adapt a PC site and convert it to a TV Site

Channel Change Improvements 1,5-2 seconds External Enhancements: MS Instant Channel Change, Cisco Rapid Channel Change… Implies high investments or strong modifications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Channel Change Variables IR modem DSLAM STB 0,43s* x3 (*) “Perceived Quality of Channel Zapping”, Contribution 24 ITU-T Q9/SG12, February 2006.

Operator Tools for Better Usability Flexible Interface Management System ,[object Object],[object Object],[object Object],[object Object],= Cinema IMAGENIO LANDING PAGE Cycles VOD INITIAL PAGE Bruce Lee

Main Evolution Trends Real Time Audience Measurement EPG 3rd Party Development Integration ,[object Object],[object Object],USABILITY- END CUSTOMER End Customer inputs to be included in its creation Remote Control Platform Interface Personalization WEB 2.0 * Purchasing ,[object Object],[object Object],LAYOUT- OPERATOR Adapt to Operator needs Communication New Service Information Personalization Skins Advertising Billing Purchasing ,[object Object],[object Object],[object Object],RECOMENDATION ENGINE ,[object Object],[object Object]

Some Evolution Trends Program Guide ,[object Object],Main program watched Program in search

Some Evolution Trends Event Notification ,[object Object],[object Object]

Some Evolution Trends Pictures functionality ,[object Object]

Some Evolution Trends Multiple picture- in- picture ,[object Object],[object Object]

Some Evolution Trends Unified Messaging

Some Evolution Trends Videoconference ,[object Object],[object Object],[object Object]

Conclusions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Look and Feel Issues and Usability at Imagenio Telefonica´s IPTV Platform

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