“Second Screen Business for Operators” provides insights about the business operators can develop on second screen applications.
Based on the second screen white paper “Decrypting the Second Screen Market”, this paper presents briefly the second screen application market and describes how operators can be positioned on this market (including SWOT analysis).
Operators can be positioned on TV Discovery Applications to increase their sales by making users consume more content on their platform through effortless TV discovery (recommendation, smooth browsing, user-friendly interface…). This type of applications can be launched quite easily and have positive impacts quickly.
They can also be positioned on Social TV Applications to increase operator content value and gain new clients with worldwide consumer analytics. Operators would then choose to diversify their offer.
2. Who is mediatvcom ?
Digital media, broadcast television and
new technologies
Consulting
Project
Management
Auditing
Our Customers
TV channels
Service and
Technology Providers
Telco Operators
Government
Agencies
Mediatvcom covers
the whole content life cycle
3. A Second Screen Application Is…
…designed to be used while watching TV on
a first screen
1st Screen
Content
(TV show, sport,
news, movies…)2nd Screen
App
(Additional content,
social EPG…)
5. Why Should Second Screen Matter ?
85%
of tablet / smartphone owners use their device
while watching TV at least once a month*
40%
do it daily*
Digital
Multitasking
*Q4 2011 Nielsen Survey
6. Millions shipped
450
300
150
Why Should Second Screen Matter ?
Tablet sales
will keep
increasing
2010 2011 2012 2013 2014 2015
PC
Tablets
PC data : IDC. Tablet data : Gartner
Why?
Price erosion
Very ergonomic
Multiple tablets per
household
8. 2nd Screen App Market for Operators
Multitasking
Users will turn to
other applications.
Operators’ content
offering will loose value
(less audience and
consumption on the
platform)
Increase the ARPU
Keep consumers from churning
Opportunities Threats
Gain new customers
How ? Let’s discover…
9. To Succeed On The Market
You need…
Consumers
want
…user engagement
& loyalty to your app
Discover
content easily
(live, VOD, or
extra)
Social
Sharing and
commenting
Enhance
the viewing
experience
Good user
Experience
10. The Market Segmentation
Mediatvcom has tested more than 50 second screen apps worldwide and has proposed this market segmentation
Social TV
Apps
(Emerging pure players
& Telco operators)
TV Show
& Movie
Apps
(Content Owners, TV
channels & networks)
TV
Discovery
Apps
(Emerging pure players
& Telco operators)
Social
Enhance
Discover
11. Business Goals
Social TV
Apps TV Show
& Movie
Apps
TV
Discovery
Apps
Aim at building a
large audience
around a social TV
network and earning
money by valorizing the
audience (advertisement…)
Aim at recapturing
the audience and
increasing user
engagement to the
main content & brand
Aim at increasing
sales and content
value by having users
consume more content
through effortless TV
discovery
12. TV Show
& Movie
Apps
…What Does This Mean For Operators ?
Yet…
Need for
premium second
screen content
Social TV
Apps
TV Discovery
Apps
13. Keys For Successful TV Discovery Apps
Discover Experience
Provide relevant
recommendation
(live, VOD or
extra content)
Offer an
ergonomic
interface and a
seamless
experience
Social EnhanceIntegrate with
existing social
networks
(Facebook,
Twitter…)
Provide
additional
content
(basic or rich
information)
14. TV Discovery Apps – SWOT Analysis
Strengths
Existing customer database
Knowing customer information on
personalized devices allows relevant
recommendation
Weaknesses
Operators are limited to their own content
offer for VOD content
Opportunities
Increase the ARPU by having users
consume more content
Keep consumers from churning by
presenting the content offering in a very
attractive way
Threats
Users will turn to other applications and
operators will lose this market space
Helpful Harmful
InternalOriginExternalOrigin
15. Keys For Successful Social TV Apps
You need to find new creative
concepts to earn consumer
loyalty to the social network
Based on a strong and active TV-dedicated Social Network
16. Social TV Apps – SWOT Analysis
Strengths
An existing client database to start
developing commerce with
Weaknesses
Social networking is not the operator core
business
Opportunities
Increase operator content value and
gain new clients with worldwide consumer
analytics
Threats
A large number of social TV applications
exist, therefore the market is fragmented
and penetration is limited
Helpful Harmful
InternalOriginExternalOrigin
17. Which Second Screen App For Operators ?
Choice to diversify the offer
Or turn to a data provider to
benefit from the analytics
TV Discovery
Apps
Social TV
Apps
Easy to launch
Positive business results
quickly
18. Mediatvcom Can Help You…
…Design and build your 2nd screen project to launch timely and reach
your success objectives.
Specify the product
(Define the strategy, benchmark
competition, define the concept and
features of the app)
Organize and train
your teams on 2nd
screen
(Define the organization and train
the team to run the service :
Technical, editorial, marketing)
Design and integrate
the end-to-end
architecture
(Back and front office, app
technical design, integration with
the existing systems,
interoperability… )
Time
Think Build PreRun
19. More Information on Mediatvcom Blog…
Find this presentation on our blog
http://blog.mediatvcom.com/second-screen-business-for-operators-
mediatvcom-new-presentation/
Also find our Second Screen White Paper “Decrypting the
Second Screen Market”
http://blog.mediatvcom.com/resources-center/second-screen/
“Decrypting the second screen application market” analyses the segmentation of the second
screen application market and describes the challenges to launch such applications.
20. Second Screen Business For Operators
Mediatvcom
16, rue Jean-Jacques Rousseau
92130 Issy-les-Moulineaux, France
mrenard@mediatvcom.com
+33 1 76 61 83 73
