TV shopping and T-commerce in Europe - Goldmedia
TV shopping and T-commerce in Europe - Goldmedia
TV shopping and T-commerce in Europe - Goldmedia
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<strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> <strong>and</strong><br />
T-<strong>commerce</strong> <strong>in</strong><br />
<strong>Europe</strong><br />
The market players <strong>and</strong> forecasts to 2007<br />
screendigest
2<br />
<strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> <strong>and</strong> T-<strong>commerce</strong> <strong>in</strong> <strong>Europe</strong><br />
Published September 2004 by<br />
Screen Digest Limited<br />
Author <strong>Goldmedia</strong> GmbH<br />
Editorial/design David Fisher<br />
All rights reserved. No part of this publication<br />
may be reproduced, transmitted, or stored <strong>in</strong> a<br />
retrieval system, <strong>in</strong> any form or by any means<br />
without the prior written permission of the<br />
publisher, nor be otherwise circulated <strong>in</strong> any<br />
form of cover or b<strong>in</strong>d<strong>in</strong>g other than that <strong>in</strong><br />
which is it published <strong>and</strong> without a similar<br />
condition (<strong>in</strong>clud<strong>in</strong>g this condition) be<strong>in</strong>g<br />
imposed on the subsequent publisher.<br />
Copyright © Screen Digest 2004<br />
screendigest<br />
Screen Digest Limited<br />
Lymehouse Studios<br />
38 Georgiana Street<br />
London NW1 0EB<br />
telephone +44/20 7424 2820<br />
fax +44/20 7424 2838<br />
e-mail editorial@screendigest.com<br />
website www.screendigest.com<br />
<strong>Goldmedia</strong> GmbH<br />
Media Research & Consult<strong>in</strong>g<br />
Oranienburger Strasse 27<br />
10117 Berl<strong>in</strong><br />
Germany<br />
telephone +49/30 246 266-31<br />
fax +49/30 246 266-66<br />
www.<strong>Goldmedia</strong>.de<br />
Berl<strong>in</strong>-based <strong>Goldmedia</strong> provides its national<br />
<strong>and</strong> <strong>in</strong>ternational clients with consult<strong>in</strong>g<br />
services <strong>in</strong> the field of the electronic media,<br />
<strong>and</strong> <strong>in</strong>depth analyses of markets <strong>and</strong><br />
competitors. Its areas of expertise cover the<br />
markets for radio, digital <strong>and</strong> <strong>in</strong>teractive<br />
television, stream<strong>in</strong>g media, mobile<br />
broadcast<strong>in</strong>g <strong>and</strong> the movie <strong>and</strong> music<br />
bus<strong>in</strong>esses. <strong>Goldmedia</strong> is known for its T-<br />
Commerce reports, which have been<br />
published annually for five years. These<br />
studies have been the first study to<br />
systematically exam<strong>in</strong>e the market<br />
development of transaction-based services <strong>in</strong><br />
the German <strong>TV</strong> market <strong>and</strong> to provide<br />
forecasts of the development potential for<br />
bus<strong>in</strong>ess via <strong>in</strong>teractive <strong>TV</strong>. <strong>Goldmedia</strong><br />
director Klaus Goldhammer presents the<br />
company’s research f<strong>in</strong>d<strong>in</strong>gs regularly at major<br />
media conferences <strong>in</strong> the German speak<strong>in</strong>g<br />
countries.<br />
Pr<strong>in</strong>ted by Fotodirect, Brighton BN1 8AF
www.screendigest.com<br />
© 2004<br />
Contents<br />
7 List of tables <strong>and</strong> charts<br />
1 Executive summary<br />
9 � Current market situation<br />
10 � <strong>Europe</strong>an market players<br />
<strong>TV</strong> <strong>shopp<strong>in</strong>g</strong><br />
Direct response <strong>TV</strong> (DR<strong>TV</strong>)<br />
Travel <strong>shopp<strong>in</strong>g</strong><br />
Interactive digital television (ID<strong>TV</strong>)<br />
� Country overview<br />
11 Benelux<br />
11 France<br />
11 Germany<br />
12 Italy<br />
12 Nordic region<br />
13 Spa<strong>in</strong><br />
13 UK<br />
15 � <strong>Europe</strong>an T-<strong>commerce</strong> market<br />
forecasts<br />
2 Introductiuon<br />
17 � What does T-<strong>commerce</strong> st<strong>and</strong> for?<br />
18 � Structure of the report<br />
3 Technology <strong>and</strong> platforms<br />
19 � Digital <strong>TV</strong> <strong>in</strong> <strong>Europe</strong><br />
19 � Prospects for <strong>in</strong>teractive <strong>TV</strong><br />
4 Bus<strong>in</strong>ess models<br />
21 � <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong><br />
22 � Direct response <strong>TV</strong> (DR<strong>TV</strong>)<br />
23 � Travel <strong>shopp<strong>in</strong>g</strong><br />
23 � Interactive digital television (iD<strong>TV</strong>)<br />
applications<br />
5 What is <strong>in</strong>teractive advertis<strong>in</strong>g?<br />
25 � Current market situation <strong>and</strong><br />
forecast<br />
6 Benelux<br />
27 � Infrastructure <strong>and</strong> pre-conditions<br />
29 � Regulatory issues<br />
30 � Market players<br />
30 � <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> <strong>in</strong> the Netherl<strong>and</strong>s<br />
Wannahaves<br />
Wehkamp Welkom<br />
Holl<strong>and</strong> Media Groep (HMG)<br />
31 � <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> <strong>in</strong> Belgium <strong>and</strong><br />
Luxembourg<br />
33 � Direct reponse <strong>TV</strong> (DR<strong>TV</strong>)<br />
Tel Sell<br />
34 � Travel <strong>shopp<strong>in</strong>g</strong><br />
Liberty<strong>TV</strong>.com<br />
Leisure Media Group<br />
35 � Interactive <strong>TV</strong> services<br />
I<strong>TV</strong> <strong>in</strong> the Netherl<strong>and</strong>s<br />
I<strong>TV</strong> <strong>in</strong> Belgium <strong>and</strong> Luxembourg<br />
3
<strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> <strong>and</strong> T-<strong>commerce</strong> <strong>in</strong> <strong>Europe</strong><br />
36 � Projections: Development until<br />
2008<br />
<strong>TV</strong> <strong>shopp<strong>in</strong>g</strong><br />
DR<strong>TV</strong><br />
Travel <strong>shopp<strong>in</strong>g</strong><br />
i<strong>TV</strong><br />
7 France<br />
39 � Infrastructure <strong>and</strong> pre-conditions<br />
41 � Regulatory issues<br />
41 � Market players<br />
41 � <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong><br />
Home Shopp<strong>in</strong>g Service (HSS)<br />
Tele<strong>shopp<strong>in</strong>g</strong><br />
Canal Club<br />
43 � Direct reponse <strong>TV</strong> (DR<strong>TV</strong>)<br />
Tel Sell<br />
44 � Travel <strong>shopp<strong>in</strong>g</strong><br />
Liberty<strong>TV</strong>.com<br />
Leisure Media Group<br />
45 � Interactive <strong>TV</strong> services<br />
I<strong>TV</strong> via satellite<br />
Canal Satellite<br />
TPS<br />
I<strong>TV</strong> via cable<br />
Noos<br />
France Télécom Câble<br />
NC Numéricâble<br />
Consumer electronics companies<br />
50 � Projections: Development until<br />
2008<br />
<strong>TV</strong> <strong>shopp<strong>in</strong>g</strong><br />
DR<strong>TV</strong><br />
Travel <strong>shopp<strong>in</strong>g</strong><br />
i<strong>TV</strong><br />
8 Germany<br />
53 � Infrastructure <strong>and</strong> pre-conditions<br />
54 � Regulatory issues<br />
55 � Market players<br />
55 � <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong><br />
HSE 24<br />
QVC Deutschl<strong>and</strong><br />
57 � Direct reponse <strong>TV</strong> (DR<strong>TV</strong>)<br />
58 � Travel <strong>shopp<strong>in</strong>g</strong><br />
Sonnenklar <strong>TV</strong>/Euvia Travel<br />
<strong>TV</strong> Travel Shop Germany<br />
Liberty<strong>TV</strong> Deutschl<strong>and</strong><br />
Lastm<strong>in</strong>ute.de <strong>TV</strong><br />
NeckermannUrlaubswelt <strong>TV</strong><br />
61 � Interactive <strong>TV</strong> services<br />
Consumer electronics companies<br />
<strong>TV</strong> broadcasters<br />
Cable network operators/telecommunications<br />
companies<br />
63 � iD<strong>TV</strong> service providers<br />
More<strong>TV</strong><br />
Euro 1<br />
64 � Projections: Development until<br />
2008<br />
<strong>TV</strong> <strong>shopp<strong>in</strong>g</strong><br />
DR<strong>TV</strong><br />
Travel <strong>shopp<strong>in</strong>g</strong><br />
i<strong>TV</strong><br />
9 Italy<br />
67 � Infrastructure <strong>and</strong> pre-conditions<br />
68 � Regulatory issues<br />
69 � Market players<br />
4 screendigest © 2004
www.screendigest.com<br />
Contents<br />
69 � <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong><br />
Telemarket<br />
Home Shopp<strong>in</strong>g <strong>Europe</strong> (HSE)<br />
72 � Direct reponse <strong>TV</strong> (DR<strong>TV</strong>)<br />
Em<strong>in</strong>flex<br />
72 � Travel <strong>shopp<strong>in</strong>g</strong><br />
72 � Interactive <strong>TV</strong><br />
i<strong>TV</strong> via satellite<br />
i<strong>TV</strong> via cable<br />
i<strong>TV</strong> via DTT<br />
74 � Projections: Development until<br />
2008<br />
<strong>TV</strong> <strong>shopp<strong>in</strong>g</strong><br />
DR<strong>TV</strong><br />
Travel <strong>shopp<strong>in</strong>g</strong><br />
i<strong>TV</strong><br />
10 Nordic region<br />
77 � Infrastructure <strong>and</strong> pre-conditions<br />
80 � Regulatory issues<br />
81 � Market players<br />
81 � <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong><br />
82 � Direct reponse <strong>TV</strong> (DR<strong>TV</strong>)<br />
84 � Travel <strong>shopp<strong>in</strong>g</strong><br />
84 � Interactive <strong>TV</strong> services<br />
i<strong>TV</strong> via satellite<br />
i<strong>TV</strong> via cable<br />
i<strong>TV</strong> via DTT<br />
88 � Projections: Development until<br />
2008<br />
<strong>TV</strong> <strong>shopp<strong>in</strong>g</strong><br />
DR<strong>TV</strong><br />
Travel <strong>shopp<strong>in</strong>g</strong><br />
i<strong>TV</strong><br />
11 Spa<strong>in</strong><br />
91 � Infrastructure <strong>and</strong> pre-conditions<br />
92 � Regulatory issues<br />
93 � Market players<br />
93 � <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> & DR<strong>TV</strong><br />
El Corte Inglés<br />
<strong>Europe</strong>an Home<strong>shopp<strong>in</strong>g</strong> (EHS<br />
<strong>TV</strong>)<br />
Planeta Directo<br />
Industex<br />
95 � Travel <strong>shopp<strong>in</strong>g</strong><br />
96 � Interactive <strong>TV</strong> services<br />
i<strong>TV</strong> via satellite<br />
i<strong>TV</strong> via cable<br />
99 � Projections: Development until<br />
2008<br />
<strong>TV</strong> <strong>shopp<strong>in</strong>g</strong>, DR<strong>TV</strong>, travel<br />
<strong>shopp<strong>in</strong>g</strong> <strong>and</strong> iD<strong>TV</strong><br />
12 United K<strong>in</strong>gdom<br />
101 � Infrastructure <strong>and</strong> pre-conditions<br />
102 � Regulatory issues<br />
103 � Market players<br />
103 � <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> & DR<strong>TV</strong><br />
QVC UK<br />
Ideal Shopp<strong>in</strong>g Direct<br />
Sirius Retail Television (SR<strong>TV</strong>)<br />
Digita <strong>TV</strong> Production & Co<br />
Sit Up<br />
Auctionworld<br />
Factory Outlet <strong>TV</strong><br />
5
<strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> <strong>and</strong> T-<strong>commerce</strong> <strong>in</strong> <strong>Europe</strong><br />
109 � Direct response television (DR<strong>TV</strong>)<br />
Best Direct International<br />
<strong>TV</strong> Shop/Modern Times Group<br />
(MTG)<br />
Vector Direct<br />
Simply Media <strong>TV</strong><br />
John Mills<br />
Master Chemicals<br />
TelSell UK<br />
Thane Direct<br />
Shop America<br />
Shop Smart Television<br />
Teletext Ltd<br />
114 � Travel <strong>shopp<strong>in</strong>g</strong><br />
<strong>TV</strong> Travel Group<br />
L<strong>and</strong>mark Travel<br />
British Sky Broadcast<strong>in</strong>g Group<br />
Thomas Cook UK<br />
117 � Interactive <strong>TV</strong> services<br />
i<strong>TV</strong> terrestrial <strong>and</strong> via satellite<br />
Freeview<br />
Sky Digital<br />
Game channels on SkyDigital<br />
Avago (Digital Interactive<br />
Television Group)<br />
Sky Vegas Live (BSkyB)<br />
Gam<strong>in</strong>g applications for I<strong>TV</strong><br />
(Littlewoods Gam<strong>in</strong>g)<br />
i<strong>TV</strong> via cable<br />
NTL<br />
Telewest<br />
K<strong>in</strong>gston Interactive Television<br />
(KIT)<br />
121 � I<strong>TV</strong> technology<br />
Two Way <strong>TV</strong><br />
122 � Projections: Development until<br />
2008<br />
<strong>TV</strong> <strong>shopp<strong>in</strong>g</strong>, DR<strong>TV</strong>, travel<br />
<strong>shopp<strong>in</strong>g</strong> <strong>and</strong> iD<strong>TV</strong><br />
6 screendigest © 2004
www.screendigest.com<br />
© 2004<br />
List of tables <strong>and</strong> charts<br />
1 Executive summary<br />
15 <strong>Europe</strong>: T-<strong>commerce</strong> value forecast<br />
2003-2008<br />
15 <strong>Europe</strong>: T-<strong>commerce</strong> value forecast by<br />
country 2003-2008<br />
6 Benelux<br />
27 Benelux: Population, households,<br />
television households<br />
28 Number of channels received by 70%<br />
of the population<br />
28 Benelux: Analogue/digital <strong>TV</strong><br />
households by platform<br />
31 Netherl<strong>and</strong>s: <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong><br />
programmes<br />
32 Belgium: <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> programmes<br />
33 Benelux: Direct response television<br />
(DR<strong>TV</strong>)<br />
34 Benelux: Travel <strong>shopp<strong>in</strong>g</strong> programmes<br />
36 Benelux: T-<strong>commerce</strong> value forecast<br />
2003-2008<br />
7 France<br />
39 France: Population, households,<br />
television households<br />
39 Number of channels received by 70%<br />
of the population<br />
40 France: Analogue/digital <strong>TV</strong><br />
households by platform<br />
42 France: <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> operators<br />
43 France: Direct response television<br />
(DR<strong>TV</strong>) operators<br />
44 France: Travel <strong>shopp<strong>in</strong>g</strong> operators<br />
47 France: <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> programmes<br />
48 France: Travel <strong>shopp<strong>in</strong>g</strong> programmes<br />
49 France: Direct response television<br />
(DR<strong>TV</strong>) programmes<br />
50 France: T-<strong>commerce</strong> value forecast<br />
2003-2008<br />
8 Germany<br />
53 Germany: Population, households,<br />
television households<br />
53 Number of channels received by 70%<br />
of the population<br />
54 Germany: Analogue/digital <strong>TV</strong><br />
households by platform<br />
55 Germany: <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> operators<br />
56 Germany: <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> programmes<br />
57 Germany: Direct response television<br />
(DR<strong>TV</strong>) operators<br />
58 Germany: Travel <strong>shopp<strong>in</strong>g</strong> operators<br />
59 Germany: Travel <strong>shopp<strong>in</strong>g</strong><br />
programmes<br />
61 Germany: Interactive television (i<strong>TV</strong>)<br />
operators<br />
62 Germany: T-<strong>commerce</strong> value forecast<br />
2003-2008<br />
9 Italy<br />
67 Italy: Population, households,<br />
television households<br />
67 Number of channels received by 70%<br />
of the population<br />
68 Italy: Analogue/digital <strong>TV</strong> households<br />
by platform<br />
70 Italy: <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> operators<br />
72 Italy: Direct response television<br />
(DR<strong>TV</strong>) operators<br />
7
<strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> <strong>and</strong> T-<strong>commerce</strong> <strong>in</strong> <strong>Europe</strong><br />
72 Italy: Interactive digital television<br />
applications<br />
10 Nordic region<br />
77 Nordic region: Population, households,<br />
television households<br />
77 Number of channels received by 70%<br />
of the population<br />
78 Nordic region: Analogue/digital <strong>TV</strong><br />
households by platform<br />
79 Nordic region: Market players<br />
81 Nordic region: <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> operators<br />
82 Nordic region: Direct reponse<br />
television operators<br />
85 Nordic region: Interactive digital<br />
television applications<br />
11 Spa<strong>in</strong><br />
91 Spa<strong>in</strong>: Population, households,<br />
television households<br />
91 Number of channels received by 70%<br />
of the population<br />
92 Spa<strong>in</strong>: Analogue/digital <strong>TV</strong><br />
households by platform<br />
93 Spa<strong>in</strong>: Market players<br />
94 Spa<strong>in</strong>: <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> <strong>and</strong> Direct<br />
response television (DR<strong>TV</strong>) operators<br />
95 Spa<strong>in</strong>: <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> programmes<br />
96 Spa<strong>in</strong>: Interactive digital television<br />
operators<br />
96 Spa<strong>in</strong>: Interactive digital television<br />
applications<br />
12 United K<strong>in</strong>gdom<br />
101 UK: Population, households, television<br />
households<br />
101 Number of channels received by 70%<br />
of the population<br />
102 UK: Analogue/digital <strong>TV</strong> households<br />
by platform<br />
104 UK: <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> operators<br />
109 UK: Direct response television<br />
(DR<strong>TV</strong>) operators<br />
114 UK: Travel <strong>shopp<strong>in</strong>g</strong> channels<br />
118 UK: Interactive <strong>TV</strong> applications<br />
8 screendigest © 2004
2<br />
www.screendigest.com<br />
© 2004<br />
Introduction<br />
The Screen Digest <strong>and</strong> <strong>Goldmedia</strong> study <strong>TV</strong><br />
Shopp<strong>in</strong>g <strong>and</strong> T-Commerce <strong>in</strong> <strong>Europe</strong> offers a<br />
comprehensive overview of market players <strong>in</strong><br />
<strong>Europe</strong> that have based their bus<strong>in</strong>ess models<br />
on transaction-based services as a revenue<br />
stream.<br />
What does T-<strong>commerce</strong> st<strong>and</strong> for?<br />
T-<strong>commerce</strong> encompasses all revenues that<br />
are generated through the television set. It<br />
allows the purchase of goods <strong>and</strong> services<br />
that are seen on the <strong>TV</strong> set. It is a subset of<br />
<strong>in</strong>teractive <strong>TV</strong>.<br />
Accord<strong>in</strong>g to this def<strong>in</strong>ition, T<strong>commerce</strong><br />
comprises the follow<strong>in</strong>g submarkets:<br />
� <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong><br />
� Direct response <strong>TV</strong><br />
� Travel <strong>shopp<strong>in</strong>g</strong><br />
� Interactive <strong>TV</strong> applications<br />
The T-<strong>commerce</strong> sub-markets studied are as<br />
follows:<br />
� Benelux (Belgium, Luxembourg <strong>and</strong> the<br />
Netherl<strong>and</strong>s)<br />
� France<br />
� Germany<br />
� Italy<br />
� Nordic (Denmark, F<strong>in</strong>l<strong>and</strong>, Norway <strong>and</strong><br />
Sweden)<br />
� Spa<strong>in</strong><br />
� UK.<br />
<strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> can be def<strong>in</strong>ed <strong>in</strong> various<br />
ways. But two words are the same <strong>in</strong> every<br />
def<strong>in</strong>ition: to sell products <strong>and</strong> to do it over<br />
the <strong>TV</strong> set. Programmes of a higher quality<br />
st<strong>and</strong>ard than (eg) DR<strong>TV</strong> spots are normally<br />
produced. Often they are live. The length of<br />
the programme varies accord<strong>in</strong>g to channel<br />
<strong>and</strong> product.<br />
In contrast to DR<strong>TV</strong>, the aim of <strong>TV</strong><br />
<strong>shopp<strong>in</strong>g</strong> is to generate multiple orders <strong>and</strong><br />
develop a long-term customer relationship.<br />
There are 24-hour <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong><br />
channels—the ma<strong>in</strong> focus of our study—<strong>and</strong><br />
others that broadcast <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> w<strong>in</strong>dow<br />
programmes on other host channels.<br />
Dur<strong>in</strong>g a <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> programme,<br />
products are put forward by a presenter <strong>and</strong><br />
often a special guest, who can expla<strong>in</strong> the<br />
product or who tests it. The viewer is asked<br />
to buy the product via the telephone number<br />
displayed or directly via the ‘red button’ on<br />
the remote control of the <strong>TV</strong> set. Hence we<br />
speak of <strong>in</strong>teractive <strong>TV</strong> applications.<br />
Direct response <strong>TV</strong> is characterised by<br />
broadcast spots or programmes of a promotional<br />
character. With<strong>in</strong> the spot, products or<br />
services are presented <strong>and</strong> the viewer is<br />
<strong>in</strong>vited to get <strong>in</strong>to contact directly with the<br />
product provider <strong>and</strong> order the product or<br />
service. For these purposes, telephone<br />
numbers are shown dur<strong>in</strong>g the spot.<br />
The ma<strong>in</strong> focus of DR<strong>TV</strong> is <strong>in</strong> sell<strong>in</strong>g a<br />
s<strong>in</strong>gle product. It is more important to<br />
achieve high sell<strong>in</strong>g rates than to establish a<br />
long-term customer relationship.<br />
17
<strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> <strong>and</strong> T-<strong>commerce</strong> <strong>in</strong> <strong>Europe</strong><br />
A special form of DR<strong>TV</strong> is<br />
<strong>in</strong>fomercials. Whilst common DR<strong>TV</strong> spots<br />
last about one or two m<strong>in</strong>utes, <strong>in</strong>fomercials<br />
have a length of 15 or 30 m<strong>in</strong>utes. Unlike <strong>TV</strong><br />
<strong>shopp<strong>in</strong>g</strong> formats, DR<strong>TV</strong> spots <strong>and</strong><br />
<strong>in</strong>fomercials are ma<strong>in</strong>ly pre-recorded.<br />
DR<strong>TV</strong> spots that advertise certa<strong>in</strong> real<br />
estate <strong>and</strong> f<strong>in</strong>ancial services are not<br />
considered <strong>in</strong> this study as <strong>in</strong> such cases the<br />
response is not measured by a monetary<br />
transaction. Rather the target lies <strong>in</strong> ga<strong>in</strong><strong>in</strong>g<br />
customer data <strong>and</strong> prepar<strong>in</strong>g a later purchase.<br />
Travel <strong>shopp<strong>in</strong>g</strong> is a form of <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong><br />
but with a specific product structure. Travel<br />
deals are products which can be ideally<br />
presented on <strong>TV</strong> <strong>and</strong> they are generally<br />
higher priced than the usual <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong><br />
products.<br />
The bus<strong>in</strong>ess models of travel <strong>shopp<strong>in</strong>g</strong><br />
channels are also specific because they receive<br />
much lower commissions from the product<br />
provider than <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong>.<br />
In this report, <strong>in</strong>teractive television is<br />
considered as direct <strong>in</strong>teraction via the<br />
remote control. Interaction via the Internet or<br />
phone can be seen as <strong>in</strong>teractive television<br />
from a broader po<strong>in</strong>t of view, but is excluded<br />
from our def<strong>in</strong>ition <strong>in</strong> this study.<br />
Under our def<strong>in</strong>ition, we concentrate on<br />
transaction based i<strong>TV</strong> applications. Among<br />
these are <strong>in</strong>teractive <strong>TV</strong> <strong>shopp<strong>in</strong>g</strong> channels<br />
(eg, QVCi), bett<strong>in</strong>g <strong>and</strong> gambl<strong>in</strong>g, auctions<br />
<strong>and</strong> games channels.<br />
Structure of the report<br />
Before a general overview of the T-<strong>commerce</strong><br />
market <strong>in</strong> the specific <strong>Europe</strong>an country, the<br />
exist<strong>in</strong>g <strong>in</strong>frastructure <strong>and</strong> the market<br />
situation are analysed, viz:<br />
� historical development of T-<strong>commerce</strong><br />
� consumer attitudes towards ‘purchas<strong>in</strong>g<br />
products on <strong>TV</strong>’<br />
� means of television distribution<br />
(analogue/digital, terrestrial, cable, DTH).<br />
A comprehensive market analysis is<br />
provided for each T-<strong>commerce</strong> sub-market <strong>in</strong><br />
the specific country. The market players are<br />
portrayed <strong>and</strong> compared on the basis of key<br />
company data <strong>and</strong> bus<strong>in</strong>ess strategies.<br />
Data on all exist<strong>in</strong>g T-<strong>commerce</strong><br />
channels is presented <strong>in</strong> tabular form <strong>and</strong><br />
characterised by profile, programme structure<br />
<strong>and</strong> product range.<br />
F<strong>in</strong>ally, the market potential of T<strong>commerce</strong><br />
services over the next few years is<br />
estimated on the basis of forecast<strong>in</strong>g models<br />
<strong>and</strong> expert <strong>in</strong>terviews. Future trends <strong>and</strong><br />
developments are looked at <strong>in</strong>dividually.<br />
The study was carried out by SCREEN DIGEST<br />
<strong>and</strong> GOLDMEDIA. A comprehensive<br />
secondary analysis has been produced on the<br />
basis of press releases, professional articles,<br />
key company data <strong>and</strong> statistics. Interviews<br />
were carried out with market players <strong>and</strong><br />
experts <strong>in</strong> the particular T-<strong>commerce</strong> submarkets.<br />
Research was conducted between<br />
January <strong>and</strong> May 2004.<br />
Berl<strong>in</strong>-based GOLDMEDIA has significant<br />
experience <strong>in</strong> the field of T-<strong>commerce</strong>. Its<br />
annual study of T-<strong>commerce</strong> <strong>in</strong> the German<br />
market has been published s<strong>in</strong>ce 2000.<br />
18 screendigest © 2004
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