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2008 Pyramid Research, www.pyramidresearch.com

While every effort has been taken to verify the accuracy of this information,Pyramid Research cannot accept any responsibility or liability for reliance by anyperson on this information.

R E S E A R C H R E P O R T

Market Positioning and

Operator Strategies for IPTV

A Global Overview

January 2008

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Preface

Telcos are increasingly positioning their IPTV services as part of bundled broadband packages, and the services are g

ing subscribers at rapid pace. At year-end 2007, the global IPTV subscriber base reached 15m clients and is expected

grow more than six-fold in the next five years. Although regulations (such as those in China or Brazil) have played a r

in limiting the scope of IPTV portfolios, it is the marketing strategy employed by each telco that is determining the p

of IPTV development in each market.

In this report, Pyramid Research provides a global snapshot of IPTV adoption and analyzes market dynamics in 10 d

parate countries, ranging from highly developed markets (France, for instance) to emerging markets where IPTV ser

es are only at the cusp of being introduced (such as South Africa). In each country, we examine the shape and form

IPTV offerings and put them in the context of competing broadband and pay-TV market offerings. Main highlights of

analysis include:

IPTV is growing rapidly in the 10 markets studied, accounting for over 12% of broadband households after three ye

of operation.

IPTV is increasingly positioned as a broadband value-added service within a bundled package.

All IPTV providers are actively building up their content lineups to include both exclusive content in fully dedica

channels and VoD titles. DVR features are also increasingly common.

Most IPTV products are competitive price-wise.

Telcos are adding interactive services to their IPTV platforms to develop true home entertainment centers, and thr

ing advertising into the mix.

2008 Pyramid Researchwww.pyramidresearch.com

Questions? Call +1 617 494 1515 or email [email protected]

MARKET POSITIONING AND OPERATOR STRATEGIES FOR IPTV: A GLOBAL OVERVIEW

REPORT EXCEREPORT EXCEREPORT EXCE

Target audience

Operators

Identify the optimal market positioning for attracting audiences to your IPTV service. Benchmark against players in s

ilar markets, and discover the strengths of IPTV against other media.

Vendors

Assess the demand for IPTV infrastructure, devices and services in different market environments. Use our forecasts

analysis of market dynamics and opportunities to develop go-to-market plans.

Content providers

Assess the value of IPTV trends, markets and business partners in order to develop strategies that will help you m

mize the value of your existing content, tailor your new content with an effective go-to-market strategy in place areach a wider, more rewarding audience.

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REPORT EXCEREPORT EXCE

Table of contents

Table of contents.........................................................................................................................Table of exhibits..........................................................................................................................Acronyms and abbreviations............................................................................................................Companies mentioned in this report..................................................................................................Executive summary: Using VoD and interactive IPTV features, telcos continue foray into TV space.......................

Section 1: Global IPTV overview........................................................................................................1.2 IPTV business models: Telcos offerings range from VoD-only to comprehensive packages with interactive technogies1.2.1 Competitive market dynamics in broadband and pay-TV affect IPTV strategies1.2.2 Telcos combine four key factors in building an IPTV strategy: broadband speed, content, interactive features abundling1.3 A closer look at market conditions and telco strategies in 10 countries

Section 2: Case studies..................................................................................................................2.1 Brazil: Basic IPTV launches; telcos face regulatory barriers and mounting pressure from cable competitorsSnapshot of the Brazilian telecom and media marketplaceIPTV status2.2 Chile: Telefnica and Telsur combine pay-TV platforms to fend off cable company VTRSnapshot of the Chilean telecom and media marketplaceIPTV status2.3 Peoples Republic of China: Pushed by media conglomerates, IPTV remains high-endSnapshot of the Chinese telecom and media marketplaceIPTV status2.4 Czech Republic: Steady adoption of IPTV while new pay-TV players enter the marketSnapshot of the Czech telecom and media marketplaceIPTV status2.5 France: IPTV adoption high as telcos deliver multi-plays with advanced offeringsSnapshot of the French telecom and media marketplaceIPTV status

2.6 Netherlands: Cable puts pressure on IPTV, but telcos price multi-plays aggressivelySnapshot of the Netherlands telecom and media marketplaceIPTV status2.7 Poland: Cable companies play an important role in pushing IPTV serviceSnapshot of Polands telecom and media marketplaceIPTV status2.8 South Africa: IPTV services in the making as pay-TV monopoly comes to an endIPTV status

Snapshot of the South African telecom and media marketplace2.9 South Korea: A new regulatory framework will give IPTV an important boostSnapshot of the South Korean telecom and media marketplaceIPTV status2.10 United States: IPTV enters crowded pay-TV market with advanced offerings to pursue competition

Snapshot of the US telecom and media marketplaceIPTV status

Additional resources.....................................................................................................................7

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Table of exhibits

Exhibit 1: Global residential IPTV subscribers and change in subscribers.......................................................Exhibit 2: Recent IPTV deployments around the world.............................................................................Exhibit 3: Global residential broadband subscribers and change in subscribers...............................................Exhibit 4: IPTV as proportion of broadband households in leading markets, 2007.............................................Exhibit 5: Global pay-TV subscriptions, 2007-2012.................................................. ...............................

Exhibit 6: Factors defining IPTV strategies by level of importance, under various market conditions.....................Exhibit 7: IPTV service delivery models for telcos with moderate-speed, intermediate-speed and fast networks.......Exhibit 8: Key telecom and media indicators in 10 markets analyzed, 2007...................................................Exhibit 9: Snapshot of competitive dynamics and IPTV strategies in the 10 markets analyzed, 2007......................Exhibit 10: IPTV features offered by select telcos in 10 markets analyzed, 2007.............................................Exhibit 11: Key Brazilian indicators in a global context, 2007....................................................................Exhibit 12: Competitive environment in pay-TV and broadband sectors in Brazil, 2007......................................Exhibit 13: Brazilian market for pay-TV, broadband and IPTV, 2007-2012.......................................................Exhibit 14: Principal pay-TV service offerings in Brazil (prices in US$)..........................................................Exhibit 15: Key Chilean indicators in a global context, 2007......................................................................Exhibit 16: Competitive environment in pay-TV and broadband sectors in Chile, 2007......................................Exhibit 17: Chilean market for pay-TV, broadband and IPTV, 2007-2012........................................................Exhibit 18: Principal pay-TV service offerings in Chile.............................................................................

Exhibit 19: Key Chinese indicators in a global context, 2007.....................................................................Exhibit 20: Competitive environment in pay-TV and broadband sectors in China, 2007......................................Exhibit 21: Chinese market for pay-TV, broadband and IPTV, 2007-2012........................................................Exhibit 22: Principal pay-TV service offerings in China.............................................................................Exhibit 23: Key Czech indicators in a global context, 2007........................................................................Exhibit 24: Competitive environment in pay-TV and broadband sectors in the Czech Republic, 2007.....................Exhibit 25: Czech market for pay-TV, broadband and IPTV, 2007-2012..........................................................Exhibit 26: Principal pay-TV service offerings in Czech Republic.................................................................Exhibit 27: Key French indicators in a global context, 2007......................................................................Exhibit 28: Competitive environment in pay-TV and broadband sectors in France, 2007....................................Exhibit 29: French market for pay-TV, broadband and IPTV, 2007-2012.........................................................Exhibit 30: Principal pay-TV service offerings in France...........................................................................Exhibit 31: Key Netherlands indicators in global context, 2007..................................................................Exhibit 32: Competitive environment pay-TV and broadband sectors in the Netherlands, 2007.........................Exhibit 33: Dutch market for pay-TV, broadband and IPTV, 2007-2012..........................................................Exhibit 34: Principal pay-TV service offerings in the Netherlands................................................................Exhibit 35: Key Polish indicators in global context, 2007..........................................................................Exhibit 36: Competitive environment in pay-TV and broadband sectors in Poland, 2007.....................................Exhibit 37: Polish market for pay-TV, broadband and IPTV, 2007-2012..........................................................Exhibit 38: Principal pay-TV service offerings in Poland...........................................................................Exhibit 39: Key South African indicators in a global context, 2007...............................................................Exhibit 40: Competitive environment in pay-TV and broadband sectors in South Africa, 2007..............................Exhibit 41: South African market for pay-TV, broadband and IPTV, 2007-2012.................................................Exhibit 42: Principal pay-TV service offerings in South Africa.....................................................................Exhibit 43: South Koreas key indicators in global context, 2007.................................................................

Exhibit 44: Competitive environment pay-TV and broadband sectors in South Korea, 2007..............................Exhibit 45: South Korean market for pay-TV, broadband and IPTV, 2007-2012.................................................Exhibit 46: Principal pay-TV service offerings in South Korea.....................................................................Exhibit 47: Key US indicators in a global context, 2007............................................................................Exhibit 48: Competitive environment in pay-TV and broadband sectors in the US, 2007....................................Exhibit 49: US market for pay-TV, broadband and IPTV, 2007-2012..............................................................Exhibit 50: Principal pay-TV service offerings in the US...........................................................................

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Companies mentioned in this report

AliceArcorAT&TBharat SancharBharti Airtel

Brasil TelecomBSNLC&M CoCanal CyfrowyCanal DigitaalCanal PlusCasemaChina Central Television CCTV)China NetcomChina TelecomCinvenCJ CableNetComcast

Cox CommunicationsCrnogorski (T-Com)Cyfra+Cyfrowy PolsatCzech On LineDartyDirecTVDish NetworkEchoStar SatelliteEmbratelEssent KabelcomFreeGVT

HaierHanaro TelecomHCNHyundai Communications & Network (HCN)Jordan TelecomKPNKTLenovoMTNMultiChoice South AfricaMultikabelMultimedia Polska

MWEBNasmediaNaspersNET ServiosNetiaNumericableOiOrange

PCCWPolsatRede GloboSFRShanghai Media Group (SMG)

SK TelecomSkySkyLifeSonyTaekwang IndustrialTaiwan Interactive TV (TITV)Tata CommunicationsTele2 FranceTele2 NetherlandsTelefonia DialogTelefnicaTelefnica ChileTelefnica O2

Telekomunikacja Polska (TPSA)TelemarTeliaSoneraTelkom SATelmexTelsurTeo LTTime Warner CableTPSTVAUkrtelecomUPC NLUPC Polska

Verizon CommunicationsVerizon WirelessVodacomVolnyVTR

Warburg Pincus

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Key questions answered

What makes IPTV successful? How important is pricing? Multi-play bundling?

In which markets will IPTV find receptive audiences?

How can IPTV make headway against cable and free-to-air TV?

What marketing positioning strategies are suitable for different types of markets?

What roles do the broadband and media marketplaces play in IPTV in the 10 countries examined?

About the Authors

Gabriela Baez-Managing Director; Head of Regional Practice

Gabriela Baez is a Managing Director and Head of Pyramids Regional Research group, where she is responsible for m

aging the research products and personnel that form Pyramids largest research group. She has ample expertise in

Spanish and Latin American telecommunications markets as well as a deep understanding of emerging access techno

gies.

Prior to her leadership of the Regional Research group, Gabriela was a Director of Pyramids consulting practice wor

on a wide variety of global projects with key clients. Projects included assessments of mobile content strategy in La

America, opportunity analysis for broadband-based applications around the world, best practice studies for provider

emerging access technologies, market segmentation analysis for voice and data communications providers in Mex

market sizing for mobile data applications at the global level, and analyzing fixed-mobile business model convergen

Derek Medlin, Senior Analyst

Derek Medlin is an Analyst for Pyramid Researchs consulting team, focusing on custom projects for Pyramid clients.

is based out of Pyramids headquarters in Cambridge, Massachusetts and is responsible for projects that require

acquisition of strategic information for customized intelligence, such the analysis of business environments and opp

tunities, the development of competitive strategies, due diligence and more.

Recently, Derek engaged in projects such as a global analysis of the concentration of mobile operators, a mobile ha

set forecast for Latin American markets, strategic recommendations for VAR channel programs in eight markets, fixline and mobile forecasts and an in-depth analysis of mobile advertising value-chains. His personal interests include c

vergence, handsets, mobile content, mobile advertising and wireless mesh networks.

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