Organised by the Telco 2.0™ Initiative, the discussions were based on the participants’ respective objectives, which, from the content owner side, focused on the protection of intellectual property, engaging directly with consumers via the mobile channel and monetising Film, TV and Gaming content in new ways across the global mobile footprint. For telcos, the emphasis was on developing new sources of revenue from online content, creating new mobile experiences and leveraging their number one asset - the telco customer base.
The event took place in Santa Monica, California on May 5th and among the attendees were key executives from ABC, AT&T, BT, CBS, Cisco, Ericsson, Fox, Lionsgate, MTV, NBC Universal, Paramount, Sony Pictures, Telecom Italia, Telefonica SA, Telus, The Walt Disney Studios and Universal Pictures. Using table top wireless devices, the group was able to “brainstorm” around topics offered by a variety of panellists throughout the day.
“Understanding some of the drivers and trends for growth in the media sector is a key concern for all telcos,” Hughs said. “Online video and mobile traffic are driving explosive growth in internet traffic with predicted increases in bandwidth demand of between 4000 and 6000% over the next five years. The impact on capacity planning and management is profound.”
Paradigm shift
“What we are really seeing is a paradigm shift in consumer entertainment – we are moving away from a broadcast culture to an on-demand, interactive culture,” Hughs explained. “This presents a tremendous opportunity for global telcos. Rather than just supplying transport for television based broadcast networks, we can now use our global footprint to service three screen demand with interactive content distributed to televisions, PCs and mobile devices.”
Not just content distribution
The event included roundtable discussions with topics on:
- The Market: Situation, Issues and Trends for Film, TV, Telco, Advertising & Games
- Exploring Key Areas for Hollywood/Telco International Collaboration
- Latest Industry Developments
- How to Make Money Together? Possible ‘Scenarios’ for Collaborative Business Models
Throughout the panel discussions, the attendees were able to ask questions, provide feedback and complete surveys using wireless devices installed throughout the venue. “The format was appropriately interactive,” Hughs said. “Having the ability to see in real time what everyone was thinking was a unique experience.”
Hughs further observed, “What surprised me was seeing what aspects of telco capabilities were most valued by the media guys. Outside pure content delivery, they were very interested in our billing platforms, service assurance and customer data. They want us to be a platform, not a pipe”
Final analysis of the facts gathered during the session will be processed by Telco 2.0 and delivered as a report over the coming weeks. “Telco 2.0 is a great forward-thinking group which really has a grasp on the opportunities presented to telcos from all the emerging technologies and trends. The insight gained from this event and the report will prove invaluable for both our network planning and PaaS / IaaS strategy,” Hughs concluded.
Will Hughs is Senior Vice President, Product and Design for Telstra International’s US subsidiary, Telstra Incorporated. Mr. Hughs is responsible for Telstra’s product, marketing, engineering and commercial functions for the US region. As SVP, Product and Design, Mr. Hughs works with Telstra International’s Global Product teams to localise product sets and solutions for the US Service Provider and Enterprise markets.