Accenture Video Solution

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The broadband video world: Challenges and opportunities The age of online and mobile video is here, with the potential to fuel a new era of growth for broadcasters, telcos, high-tech companies and retailers. All these businesses now have the ability to go directly to consumers with their digital video content, giving customers more control over what they watch, when and how. But the marketplace is crowded. What’s needed more than ever are industrialized and innovative technology capabilities that can help players from all sectors ride this new wave of growth in the broadband video marketplace. Accenture’s field tested digital video, network, streaming and back-end solutions help reduce implementation risk, speed delivery and support new and profitable services. New business opportunities in the broadband video era The era of broadband video is here. The widespread penetration of fixed and mobile Web-enabled platforms is setting the stage for a rapid uptake of digital video services, and current broadband trends are fueling that growth. This is a huge market: One recent study 1 reported that approximately 70 percent of global online consumers watch video over the Web. In the mobile arena, video already accounts for more than a third of global mobile usage. Another recent report from the e-Media Institute analyzes online video usage in the United States. 2 The US still leads the pack in this space and online has become almost universal: 8 out of 10 US internet users watched video content online at least once on average per month during 2010. Year-on-year all online video indicators show consistent growth, as viewing accounts for an increasing share of users’ online time. In December 2010 almost 89 million people watched online video in an average day. 2 Accenture Video Solution In Europe, Over-the-Top services are rapidly becoming a mainstream video distribution channel. Broadband penetration in the United Kingdom, France, Germany, Italy and Spain has now surpassed 65 percent. In those countries, approximately 80 percent of households with a broadband connection have sufficient download speeds to enable the delivery of Over-the-Top TV. 3 Extrapolating from those numbers it appears that, conservatively, 30 to 40 percent of western European households (representing 140 to 160 million people) will soon be watching content via internet-connected TV devices. 4 The video era, especially Over-the-Top TV, represents dramatic business opportunities for multiple sectors: • Traditional communications and cable companies have new kinds of value propositions to deliver to customers— especially in the hosting, management and delivery of content to the connected home, or as an aggregator. • Broadcasters can leverage their strong brand names to innovate and reposition themselves in the value chain, moving closer to the end consumer and providing seamless linear and non-linear services. • Device manufacturers can help define and shape the digital consumer ecosystem through a unique, hard-to-replicate user experience for Over-the-Top TV provided by smart devices. Bundles of content and services then can be linked to the device, increasing the chances for retention of customers. • Retailers can also leverage the power of their brand, especially in the consumer electronics and video space, to offer video services Over-the-Top to existing customers and to extend that base through innovative offerings. For all of these players in the broadband video ecosystem, successfully managing the transition to Over-the-Top services requires transformational capabilities across the key processes of the video industry: from content definition to content management, service creation, network and device management, as well as innovative approaches to customer insight and service. 1 The Nielsen Company, “How People Watch: A Global Nielsen Report,” August 2010. 2 e-Media Institute Web-TV Intelligence & Strategies, February 22, 2011. 3 e-Media Institute Web-TV Intelligence & Strategies, November 30, 2010. 4 e-Media Institute Web-TV Intelligence & Strategies, November 30, 2010.
Figure 1. US Online Video Consumption - December 09/December 10 YoY Growth +32% Average daily unique viewers (M) YoY Growth +7% Average monthly videos per viewer YoY Growth +12% Average monthly hours per viewer Dec ‘09 Dec ‘10 Source: e-Media Institute on comScore data Direct to the consumer With broadband available almost everywhere, providers can now actually implement the direct-to-consumer model they’ve been speaking about for years. Consumers, in turn, have the ability to control their viewing consumption and to search content just as they do on the Web. Broadband delivery of video services will change how consumers access broadcast entertainment, and how companies provide it. Total freedom, flexibility and personalization are what consumers now possess in this new video age: the ability to access whatever they want, anytime, anywhere, on any device. Meeting the challenge 187 At the same time, companies face a host of difficult challenges in harnessing the broadband opportunity to drive high performance. Traditional models of communications and content consumption are fragmenting as more delivery channels are available to consumers than ever before. Considerable technological complexity underlies the apparently “simple” direct-to-consumer model. 12.7 Traditional players such as communications companies and broadcasters should evaluate transforming their operations and platforms to serve consumers’ emerging needs and preferences, while also competing against aggressive new entrants from the content, high-tech and retail industries. Nimble business strategies are essential to cope with rapidly evolving monetization models and technology capabilities. Accenture: The strategies, technologies and platforms to achieve high performance The necessary package of deep technology skills, industry knowledge across communications, entertainment and high tech, and industrialized delivery capabilities is what makes Accenture very well positioned in the marketplace of broadband video platforms and solutions. Combining broad strategy capabilities, field tested video solutions and platforms, advanced video streaming capabilities and the ability to offer hosted capabilities, Accenture can help your company manage the complexities of an open IP delivery environment, and deliver a unified customer experience across multiple devices and platforms—televisions, PCs, mobile devices and more. 67.3 88.6 201 14.2 Strategic insights, advanced broadband video assets and hosted services capabilities allow Accenture to deliver critical benefits to your company as you deliver innovative broadband video services to your customers: • Better return on investment based on smarter decisions about operating models and technology platforms. • Reduced operating costs through lower upfront investments and less expensive ongoing maintenance. • Access to leading-edge technologies to help companies maneuver the complexities of video streaming over broadband. • Innovative customer experiences, resulting in higher satisfaction and better retention. • Increased opportunities for revenue generation, increased average revenue per user and interactive advertising. Ultimately, Accenture’s digital video capabilities and solutions can drive revenue growth and a rise in average revenue per user by increasing content usage and advertising generated-revenues, and by improving customer loyalty and retention. Accenture Video Solution 3
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