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How to make money from Video
By jpenston | March 5, 2007 |
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At last April’s ISP Forum I presented my research into the Triple Play market that showed conclusively that bundling products led to lower price erosion. Then at the LLU conference in November, I presented research into the cost of delivering HD TV over the internet.
IIR are now in their eighth year running the ISP Forum (23rd to 26th April) and have kindly invited me to speak again. Previous presentations (Triple Play and HDTV over IP) have provided a strong background for what I will be discussing this year in my slot titled “Examining How To Cost-effectively Transport Video Files And How ISPs Can Use This To Strengthen Their Position In The Value Chain”
The wording and capitalisation are IIR’s. That’s their style – consider also “Examining The Implications Of Online Social Networking And User Generated Content For Broadband Service Providers” – sounds like an interesting talk, but the capitalisation lets you know that it is an IIR conference 
In advance of my presentation at the conference, I will be producing a series of articles for this blog that detail my thoughts in the areas I will be discussing live in April.
The Online Video Market (12th March)
Article 1 looks at what content is out there, what users are doing with it today and what they are likely to be doing with it in the future – how will the internet angle make IP TV different from the analogue, digital or satellite versions? The article will also reflect on how the online music market evolved and the lessons that ISPs can learn from that experience.
The Cost Implications of Video (19th March)
Article 2 will revisit previous research and update previously published cost estimates for all this traffic and will provide a revised view of what the financial implications might be for ISPs.
Managing Traffic Volumes (26th March)
Article 3 looks at what ISPs are doing today to control traffic costs and ask whether these are anything other than stop gap measures. Stopping users using the internet by slowing them down, charging them more or kicking them off the network cannot be in the long term interests of ISPs. Surely their products are more valuable, the more people use them?
Building Blocks for a Solution (2nd April)
Article 4 will highlight how I think ISPs can leverage their strengths to build a profitable model for themselves AND the content owners / distributors. ISPs have a crucial billing relationship and control over the network, which can offer the content industry a solution to many of their quality and logistics issues, if properly leveraged. ISPs even may be able to address the content industry’s biggest problem – DRM – through a combination of technical and commercial solutions that make it cheaper and easier to get a legal version than a ripped one.
Summary and Conference Review (30th April)
Article 5 will finish the series by reviewing the outcome. This will look at the quality and cost of the end product to the ISPs and their customers, the implications for the content industry
Other Articles in the Series
Part 1: The Online Video Market
Part 2: The cost of Online Video
Part 3: Traffic Management
Part 4: Routing the Money
Part 5: Routing the Packets
Summary Slides
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