1. Dual Screen TV
Mobile Services for the Immobile(ized)
Venu Vasudevan, Motorola Mobility
MOTOROLA and the Stylized M Logo are trademarks or registered trademarks of Motorola Trademark Holdings, LLC.
All other trademarks are the property of their respective owners. © 2011 Motorola Mobility, Inc. All rights reserved.

2. Betaworks Intelligent Local Search, Oct 2012 Page 2
Me
Mobile Media. Work
led to first business with
dominant Japanese
operator in 15 years
Scalable Dist systems. Converged (TV+ mobile).
Architected largest ‘Pioneered’ the concept |
network management business of dual-screen
system TV within Motorola
© 2011 Motorola Mobility, Inc.

3. Betaworks Intelligent Local Search, Oct 2012 Page 3
Future of TV. The conventional crystal ball.
= possibly exciting .. way distant future
Business As Usual
Few, entrenched players
Controlled ecosystem
Incremental evolution
© 2011 Motorola Mobility, Inc.

4. Betaworks Intelligent Local Search, Oct 2012 Page 4
Second Screen ‘Darwinizes’ TV
content
Developer Driven
Defacto standards
Open(ish) ecosystem
Application Innovation
Lucrative Analytics
behind Moore’s
rendering
beyond
device
Moore’s
interactivity

5. Betaworks Intelligent Local Search, Oct 2012 Page 5
So ..
• How big is dual-screening?
• What are the killer 2nd screen apps?
• Where’s the search & analytics play?
© 2011 Motorola Mobility, Inc.

6. Betaworks Intelligent Local Search, Oct 2012 Page 6
The Who. Users want interactive TV ..
THR Study 2012

7. Betaworks Intelligent Local Search, Oct 2012 Page 7
The What. 2nd Screen = both drive-in and getaway
Search social make up a meaningful chunk
Source. Google Multi-screen Study. http://bit.ly/vhDEU4
© 2011 Motorola Mobility, Inc.

8. Betaworks Intelligent Local Search, Oct 2012 Page 8
Search. Not just for, but ‘in’ content
Source. Google Multi-screen Study. http://bit.ly/vhDEU4
© 2011 Motorola Mobility, Inc.

9. Betaworks Intelligent Local Search, Oct 2012 Page 9
TV Queries. (In)Directly correlated to purchase intent
• Term frequency from a small
corpus of 13K TV queries on
internet communities:
• DVD/iTunes – 199
• Download - 236
• Buy – 93
• Rent – 77
• Watch – 1263
• Meaningful qa participation
– despite an unreasonably
tedious user experience
• Making the experience
frictionless likely reduces the
‘see-ask-buy’ progression
© 2011 Motorola Mobility, Inc. Source. CollecTV. Crowdsourced TV Search - http://bit.ly/POYXxf

10. Betaworks Intelligent Local Search, Oct 2012 Page 10
Beyond Search. TV Killer Apps Rhyme with Web Video
User Action
User Value.
Sensemaking.
Risk.
Veracity
Belonging.
Relevance
© 2011 Motorola Mobility, Inc.

11. Betaworks Intelligent Local Search, Oct 2012 Page 11
The How. 2nd Screen Ecosystem
incumbent expansion + disruptor incursion
Credits. http://digitalvideospace.blogspot.com/2012/02/second-screen-ecosystem-infographic.html
© 2011 Motorola Mobility, Inc.

12. Betaworks Intelligent Local Search, Oct 2012 Page 12
2nd Screen Ecosystem – Sans the Obvious
Credits. http://digitalvideospace.blogspot.com/2012/02/second-screen-ecosystem-infographic.html
© 2011 Motorola Mobility, Inc.

13. Betaworks Intelligent Local Search, Oct 2012 Page 13
New Prosperity from Disaggregation?
Bifurcation of TV analytics TV delivery
• OTT TV Analytics via mobile –
early innings, but ‘game on’
• More open, more competition,
more entropy
• Time scales (likely 1-4 yrs) != 10
yr ‘vanishing points’
• Industry transition pace
resembles mobile
– Likely TV Navigation | Search
| Ads | Commerce inflection
points (in that order)
Credits. Mesalliance.org
© 2011 Motorola Mobility, Inc.

14. Betaworks Intelligent Local Search, Oct 2012 Page 14
Questions?
© 2011 Motorola Mobility, Inc.