Those who think the development strategy of the IPTV has gains a complete people, it is necessary to re-make the look and think: launched IPTV, operators have a few problems which not think clearly?
Recently baked a global survey done by the telecommunications industry, to demonstrate the reality of psychological service providers expect the focus of concern and priority ranking, the results for those who assume they understand the industry views on IPTV person words, is nothing more than a dose of reality.
If Hollywood, IPTV service providers will be the true intentions turned into a movie, it would have all the required elements of drama: full of suspense and horror in many circumstances, even the James Bond 007 film comparison, also To become too stylized and bland the.
Based on a number of telecom operators in North America survey, when asked the operators to deploy IPTV services and their top priority issues, the profit income was ranked third.
When asked when it first launched IPTV services, the investment program which will focus on priority areas, the top few in order to test, network management and customer service.
In the choice of the current development of IPTV in terms of most concern, the operators will "need more attention to the software," one came in last.
The lack of public opinion
Perhaps the rock star 涔旀仼閭︿箶缁?(Jon Bon Jovi), the lyrics can be a warm current of the industry and IPTV service providers disconnect between the actual deployment strategies to make the best summary: "you get is not always what you see. "
North America and other operators in the region under investigation, the choice of most concern on the IPTV development issues, will the software came in last. Thus, a status of IPTV-related issues should be brought up for discussion: In the matter of the entire IPTV ecosystem services issues, network operators really want to clear?
Focus on the traditional telecommunications network and equipment operators in the IPTV ecosystem view, the operation of the system is far more than the good attention once transmission of the importance of content. Later, the attitude of operators a clear change in the transmission and video services to support more attention to business (business), brand (branding) and billing (billing) and so on. This is for those who think that "B" represent the bandwidth of people, but a noteworthy and important information.
"As the boundaries of traditional telecom industry, outside the family moved to from within the room, to handheld devices, telecom operators have had to spend time and resources pondering a home network, marketing, attract new customers and clients the experience of video consumption at. "In response to this change, the U.S. market research firm TeleChoice, CEO 涓瑰凹甯冭禆灏?is so explained:" This means selling network capacity has been sailing on the road for decades in the telecommunications industry require rapid replacement ship direction. "
When the telecom operators to deploy video services, cable operators shake the location or to launch a differentiated service, they still need a number of cutting-edge issues facing many daunting challenges. However, I am pleased to point that, according to the survey, they are trying to improve service convenience.
Half good, half bad?
From the telecom operators to provide bandwidth services to provide the brand during a transition, and their staff there are still a lot to accomplish, but at best is a technical staff person. More than half of the survey in the list of their main functions, the filling of all communications, network, IT and technology management.
A point worth noting is that when asked about IPTV on the development of the current issue of greatest concern, 50% in North America and other parts of the survey 45% of the people is the first choice of how to deploy services to complete a practical nature, can be profitable business case.
In fact, this choice reveals information on two aspects: the good news is that telecom operators began to consider the focus on the completion of a real, profitable IPTV business case such a need on; The bad news is , this group has yet to abandon such habits - do not take full account of the blind action, as the Internet bubble burst in front of the same group of people.
Also worth noting is that the cost of customer acquisition and retention was 23% of North American operators are most concerned about matters as the second was outside the region between operators on a package of services and solutions (22 %), the as a third (18%). In fact, the speed of a fully embodied, resources and strength of a strong business, the importance of the development of ideas than technology and infrastructure is more important.
The deployment of IPTV's real motives
In January this year, there was a for IMS (IP Multimedia Subsystem) global user survey, asked to telecom operators in their current network evolution plan, IPTV service launch share what place? In this regard, 28% of North American IPTV operators as the highest priority; 30% put it in the second or third position. As the IMS is still a hopeful future framework and continuing to support its product launch, so this result should be no surprise that the Department. However, in the survey, only 9.7% of North American operators will IMS as a top priority, 34% of the survey will be included in the second or third.
At the same time, carriers outside North America, 20% will be a top priority as the deployment of IPTV services, 40% listed it as the evolution of planning across the network in second or third place in the matter.
In addition, although IMS survey, 20.6% of survey respondents said they did not consider deployment of IPTV, but this time for IPTV in the latest survey, but only 7% of North American carriers said they were not currently deployed the service.
Talking about the motive of the deployment of IPTV, one of the profit that would be firmly in the income position for granted. However, as noted above, people wrong.
By such differences, such as content delivery service cut into a new market, the idea under investigation in 52% of North American carriers were recognized, and ranked first; followed by better service and increased bundling the intensity of non-video services, such as Internet access services (43% of respondents made this selection); Profitable Revenue in the multiple-choice questions can get a survey, 29% of the vote, the third largest .
Areas outside of North America, 49% of service operators will differentiate on the first, followed by the evolution of the bandwidth and better than the bundled services, which support 33% living in the second.
In North America, telecom operators, made for a specific answer to this question are: better use of network bandwidth (25%), in addition to the evolution of the bandwidth (22%), to create service opportunities (19%) and other reasons (4%).
Best Customer Experience
The survey results obtained in the answer "to give clients the best experience of IP video services, which the two most critical factors?" This important issue, there is some confusion, because the best customer environment and experience to be as for the two elements are equally important.
As Richard Dawson in "Family Feud" The program often say, "survey", operators that make customers the best experience of IP video services, the following factors is most critical:
1. Service availability and quality - 68%;
2. Smooth service activation, import, and self-service capabilities - 54%;
3. Access to home networking challenge - 33%;
4. To understand video consumption habits of customers, interest - 24%;
5. Customers product information and training, clear and accurate billing - 10%.
Carriers outside North America this multiple choice questions to answer is made in order of priority as follows:
1. Service availability and quality - 55%;
2. To understand video consumption habits of customers, interest - 48%;
3. Smooth service activation, import, and self-service capabilities - 39%;
4. Access to a home network challenges - 22%;
5. Customers product information and training, clear and accurate billing - 14%.
In two regions of different operators answer, other than North America, identified by service providers to understand customer interest in video consumption habits and the importance of higher degree than North American carriers. This is more interesting.
Might be explained from the perspective of the following two differences: First, the spending habits of customers in North America than elsewhere in the world (Europe, Asia, Africa, etc.) tend to be more consistent;
Second, in North America, visit the home network is not more media choices, while other areas have access to copper and coaxial cable access are two ways to choose. This can also explain why in other areas, "the challenge of access to home network" will be ranked in all factors later.
In fact, if the investigation results in the two matters at the end of low scoring, then cover all of these basic elements and provide the best customer experience does not matter right or wrong way on the.
Why? Because an informed customer is a good buy to prepare regular customers. For example, Verizon is not alone its well known brand FiOS service itself to communicate with potential customers, the contents of this service.
For the same reason, such as Comcast cable service provider in the customer's set-top box replaced with an HD signal transmission devices, not only to the user a very small size printed operating instructions.
Eyes of the beholder wise see wisdom
Unless all the telecom operators have discovered the secret deal "telecom billing" challenge the old recipe, only the view that operators will "clear and accurate billing," a number of findings came in the back, rather than earlier, is due to billing shrift.
Many multinational companies based in the United States, its IT department to deal with the costs of issuing the list of telecom companies have encountered a lot of trouble when. More worryingly, many other clients than those companies, more a lack of time and patience to carefully check an amount of inaccurate or difficult to read, bills.
In addition, market research and survey company Broadband trends Teresa Mastrangelo, principal analyst believes that the priority of the mortgage problem to determine their degree of concern for service providers, "customers product information and training" of which was included in the final should arouse enough attention.
"If the company only intends to follow the competitors launch the same service, it does not need to cultivate customers and informing them of the product information on the location of a very high priority." Mastrangelo said, not without irony. "But I think the whole carrier program or trying to provide some with cable operators and satellite service provider for different services. If so, for a particular service to provide potential customers with corresponding product information and training should be very seriously. to let people know the special features of the service and how to use it. If there is no appropriate training, why people never used to buy a new things? "
Then review the findings of the content in the top surface. Follow the number one "service quality" is after "service into", which show that many carriers have realized that, IPTV is not a "good or bad", but rather a "use or not" problems. It also responded to the views of many experts have recognized: the ability to make changes or import process easier and smoother strategy is the key to differentiation.
On this topic, the United States Institute for Global Futures Consulting Dr. James Canton Chairman made the following observations: "If a company wants to destroy their own customer base, the best way is on the network rather than invest heavily in customer service. For video services, telecom operators need to provide one kind of additional value. Perhaps Fuwujinhang smart packaging could make a Zuoyong, I am sure that customers Zhisuo Yi Yuan Yi Bu Guo pay Hai Shi-based real service. "
As an early DSL users, Canton that he later switched to cable modem (cable modem) access to the Internet, because cable operators in the provision of services showed a greater degree of customer care.
How to access the home network?
One current concern is given rise to important issues is how to better distribution of video resources in the family.
In addition to providing the best home networking as an important aspect of customer experience, the service provider but also a great traffic flow for their choice of media and how to weigh.
To assert that the three main access methods which will ultimately win is still too early to say. According to the survey, 27% of current copper access the response rate is 20% of wireless access, cable access is 15%, power line is 8%.
In addition, because no one access method to realize perfect, but within the family, re-wiring in order to avoid the huge costs required, 23% of service providers in the survey said they would use both methods, while the other 7% said they would use three access methods.
Depending on the specific situation of this analysis seems to have more flexibility, but perhaps only one kind of access methods than to face greater challenges.
Service providers are not even talking about the environment in the home video distribution of resources to the topic. SureWest Communications U.S. launch of video services very early. The company's chief technology officer Phil DeMuth said: "Now we will have much time for house wiring, and this continues at home may have five different types of transmission channels."
Drive the process
Survey, telecom operators that they deploy IPTV, how from a personal point of view in a broader perspective in view the challenges encountered is very important, because it is almost impossible to segment a market.
When asked what part of the process of deploying IPTV takes more effort, the North American carriers to do the following answer:
1. To adjust the network, upgrade or optimize - 27%;
2. For the deployment of services to choose the best partners - 18%;
3. To understand the economic significance of the process - 15%;
4. Seize the high-end users, the implementation of effective management - 13%;
5. To develop the most effective home network plan - 12%;
6. To determine where to do the most critical system integration - 12%;
7. Other - 3%.
Operators in other areas were made the following reply:
1. Seize the high-end users, the implementation of effective management - 23%;
2. To understand the economic significance of the process - 20%;
3. To adjust the network, upgrade or optimize - 15%;
4. For the deployment of services to choose the best partner - 15%;
5. To determine where to do the most critical system integration - 14%;
6. To develop the most effective home network plan - 11%;
7. Other - 3%.
Look at those sort of priority degree, is not difficult to get such an impression: the deployment of IPTV operators in the process, if it is to high-end market and to achieve effective management by users, then face from business, marketing, sales and the question of support networks and equipment to far more than technical issues.
Based on existing strengths, telecom operators seems to be best prepared and most favored target. They have the skills, business savvy, but also calculate return on investment, total cost of ownership and the marketing wisdom, which can leap from selling products to selling services level.
Perhaps this will IPTV drama being staged to provide a surprising, but no lack of happy endings. Among all the unknown, everything is possible.
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