Evolution of the TV experience

Thomas Pasterk

Brand Management / Digital Media Strategies

Evolution of the TV experience

• Use cases in a smart environment

• Usability: Controls & Remotes

• The Market

• Creating an App

• Holidays in Austria App

• Outlook

Evolution of the TV experience

• Use cases in a smart environment

• Usability: Controls & Remotes

• The Market

• Creating an App

• Holidays in Austria App

• Outlook

Black & White

Full Color

HD

3D

Content on Demand

ConnectedTV

SmartTV

Hybrid TV

Ultra HD

From passive...

From passive... to active

(C) SAMSUNG

Plattform/Content Variations

NOT TO SCALE

Apple TV Google TV

BluRay Player

XBOX PS3

Best screen available

NOT TO SCALE

AirPlay

NOT TO SCALE

Second Screen

NOT TO SCALE

Evolution of the TV experience

• Use cases in a smart environment

• Usability: Controls & Remotes

• The Market

• Creating an App

• Holidays in Austria App

• Outlook

Talk to your TV...

(C) SAMSUNG

BUT!

„This is really exhausting!“

(C) SAMSUNG

LG „Magic Remote“

(C) LG

Hybrids: Samsung

(C) SAMSUNG

Hybrids: Sony/Google

(C) SONY

Remote Apps

Dedicated apps for controlling the TV.

Keyboards

Keyboard-Remote-Hybrid is here to stay.

(C) SAMSUNG

Responsiveness

Delay when interacting is really frustrating.

Overly complicated...

What good are the best technologies

if they are not easy to use?

Apple to the rescue?

„I finally cracked it.“

(Steve Jobs)

*Steve Jobs: A Biography (Walter Isaacson)

Evolution of the TV experience

• Use cases in a smart environment

• Usability: Controls & Remotes

• The Market

• Creating an App

• Holidays in Austria App

• Outlook

Markt Share Austria (GFK Q2/12)

• Samsung ~40-45%.

• Philipps, LG, Panasonic, Sony make up the rest.

Hard to get reliable numbers

• SmartTV-capable devices sold doesn‘t equal TVs

used as SmartTV

• No numbers on actual usage or App-downloads

could be found.

• Samsung: „Activation rate at around 65%.“

Evolution of the TV experience

• Use cases in a smart environment

• Usability: Controls & Remotes

• The Market

• Creating an App

• Holidays in Austria App

• Outlook

Technology (Software)

• HTML, CSS, JavaScript

• Some device-specific calls (i.e. the coloured

remote buttons)

• Compatibility problems between series

• Apps must still be ported for different platforms.

Design

Apps for TVs follow the „10-foot user interface“

design principle.

Evolution of the TV experience

• Use cases in a smart environment

• Usability: Controls & Remotes

• The Market

• Creating an App

• Holidays in Austria App

• Outlook

App for Samsung devices

Market leader for sold SmartTVs in Austria.

Content follows form

Special recommendations from the Austrian

National Tourist Office.

• gastronomy, great experiences, culinary

and accommodation

• hand-picked by us, true to the brand

• great pictures and a lot of video-content

Holidays in Austria

Holidays in Austria

Holidays in Austria

Holidays in Austria

Holidays in Austria

Development Challenges

• Difference between TV-lines or the Set-Top-Box

• Full disk

• Responsiveness and the accidental double-tap.

• Samsung Review Process

App Marketing

• No way to buy into the home-screen

• Using other channels to raise awareness

Downloads/Usage

Sorry, too early to tell.

Evolution of the TV experience

• Use cases in a smart environment

• Usability: Controls & Remotes

• The Market

• Creating an App

• Holidays in Austria App

• Outlook

It‘s a long way ahead...

• Usability

• Fragmentation

• Longevity of TVs (physical and software)

• Mobile devices are too far advanced already

• TV might remain a screen, not a device

It‘s a long way ahead... but all is not lost.

• Better devices and upgradeable devices

• More connected devices

• TV as the recipient or playback device

• The best is yet to come.

Thomas Pasterk Brand Management / Digital Media Strategies

Thank you!