The Smart TV is the Rolls Royce amongst TVs in India. Heres looking at Smart TVs from a Market, Customer, User, Usage and Future perspective.

1. Smart TVs: Indian Context

2. Great product 1080p, 240-Hz refresh rate 3D engines Smart Hub interface Social networking support Built-in Wi-Fi Apps Store Touch screen remote control 3D Video on Demand Smart search and access to all features on a dashboard Built in web browser Media sharing with devices on the same network Interactive Communication (Skype with video calling) Photo Sharing (Flickr, Picassa) Updated News, information and weather Audio and Video streaming from YouTube, Internet Radio Controllable by smartphones using downloadable apps OS: Usually Android, iOS or WP7

3. Whatever the Smart TV does, the iPad can do better Age of Connected Devices Smart-Phone, Laptop, Gaming Console, Tablet, NetBook, MP3 Player, E-Book Reader Smart TV is another extension to a fatigue list of connected devices Only Smart-Phone and Tablets are expected to last through

4. Smart TVTarget Users and Usage Characteristic` Targeted Users Affluent Consumers Tech Geeks Is the Smart TV targeted right? Insight TV still seen as an entertainment device primarily Individual use versus Family use Split screens intolerance

5. Usage DichotomyTV as a category: Social purposev/s“Being Connected”: Individual trait Personal Devices defined by user interaction Social Personal Social Devices defined by usage

6. Estimate: India Smart TV market Predominant Metro and Tier A focus Broadband penetration: 11.47%* 2Mbps or more connectivity speeds: 5%# This estimate is flawed because 2Mbps is connection bandwidth, not the delivered speed Households with 20LPA income in India: .29% @ Number of affluent families: 1.6 million& Surrogate Data of Durables ownership Hi end Music Systems: 60% Premium Home Theatres (>INR 1Lakh): 33% Plasma Televisions: 25% Side by Side Refrigerators: 50% Smart TVs would have higher ASPs compared to all surrogates listed The market opportunity for Smart TVs should be around 20-30% of the Affluent Families pie ~ 30-40 lakhs TVs

7. Smart TV Opportunities beyond the Obvious

8. Smart TV: Possibilities Digital Locker Video on Demand Video Conferencing Peer to peer Social TV Gaming Advertisements On line discoveries through Layered Screens

9. Smart TV: Media LockerAdding the media locker dimension Smart TV along with Cloud access can become the digital media locker and streamingdevice for HD-DRM content Content and personal media digitization 3D video on demand

10. Digital Locker servicesSmart TV could double up as a digital locker for consumers to access their media and content 24*7

11. Stumbling Blocks: Bandwidth and Cost Cost ofData access is a key deciding factor Content cost + Cost of streaming Cost of streaming hi-def media prohibitive within existing broadband data plans Present quality of broadband IPTV is very low

12. Smart TV: Possibilities Digital Locker Video on Demand Video Conferencing Peer to peer Social TV Gaming Advertisements On line discoveries through Layered Screens

13. Smart TV: Focused Ad & Engagement MediumCombines best of both worlds: TV & Internet Advertising

14. Smart TV: Focused Ad & Engagement MediumCombines best of both worlds: TV & Internet Advertising

15. Smart TV: Profiles, Recommends and more Ability of Smart TV to provide real time viewership data could be used for Profiling usage Recommendation Serving ads Real time connectivity Polls and opinion generation activities Manage media/content better basis continuous viewership data Graphic here is not a true technical representation. It serves to explain the concept only

16. Smart TV: Conventional TV media & moreFulfilling key needs of brand marketers

17. Video ads are only part of the solution Advertising + Targeting + Dynamic Creation + Digital Tracking

18. Smart TV: Possibilities Digital Locker Video on Demand Video Conferencing Peer to peer Social TV Gaming Advertisements On line discoveries through Layered Screens

19. Smart TV: Layered screens Optional feature available to the user Interactive screen placed on top of transmission event Deep dive on media related content delivered through applications or other medium Highly context specific medium Apps will double up as ads within the context Social integration to take the engagement levels higher Apps and Layered Transmission

20. Smart TV Critical success factors

22. Apps will have to be more experience enhanced, engagement based

23. Top class User experience

24. Service level agreements to augment data speeds, high bandwidth and data usage.

25. Inter-operability between devices i.e Smartphone, Tablets, Gaming ConsolesPublishers Studios/ Labels Broadcasters Cloud service providers Internet service providers App Makers Library/ Content Owners Advertisers

26. Invert the Pyramid Nokia 1100: First affordable cell-phone in India Opened up the cell phone as a means of mass communication across India Also supported by falling call rates Reducing overall cost of ownership and recurring costs of “running” translates into large volume play for Consumer Durables categories

27. Positioned for the future 3G4G/BWA/ Digital Dividend Data costs would erode Data quality would get better Networks will get better Indianization: Use of localized set of Apps and vernacular interface Pricing the Internet TV @ Rs.20K with reduced features can be a TIPPING point for high volume growth at low margins

28. Thanks Leave your comments and questions to me @manasganguly manas.ganguly@gmail.com