shovell.com

Lots of chat about this at the moment, especially with Google making a move for the TV space.

I was at a connected TV conference this week and all the major players across the Platforms and the Networks are positioning themselves for the next big battleground.

Connected TV (also referred to as over the top) seems to be this years buzzword in the TV industry, last year was HD and next year will be 3D, but its all about Connected TV right now.

In 2013 20% of all TVs in the UK will have IP capability (14 Million units)
Worldwide there will be 1.64 Billion connected devices (TV, Set top, blue Ray, Mobile devices)

There was lots of discussion around whether connected TV would lead to cord cutting (severing links to traditional broadcast networks in favour of Broadband based TV) The room was split on this. (Sky and Virgin didn’t seem to be too worried)

Project Canvass is a potentially disruptive product coming from the Free to Air broadcasters (Subject to OFT approval) This will have include its own app platform.

In terms of the Platform Landscape, there seems to be lots of Walled Gardens being built, some through proprietary technology, some through commercial tie ins and policy which is going to make mass distribution difficult but not impossible, Development costs shouldn’t bee too bad however as standard web development technologies are being used meaning that it’s a case of repurposing rather than bespoke development.

Everyone seems set on making this work and recognise the iPhone/App store model of allowing applications on the platform will be key for success so are looking development opportunities.

So what does this mean for Businesses and application developers looking to get their products and services out on the platform?  If it takes off it could lead to a reduction in the time spent on traditional internet browsing tools such as Laptops and PCs and mobile devices including Tablets and Smart phones (Although by no means replacing them).  So getting onto these platforms are going to be important.

However there is a strong chance that these platforms won’t be easy to monetize early on, the variety of walled gardens to deal with will inevitability push up development and administration costs.  The closed nature of some networks will mean commercial deals are probably necessary to distribute the product successfully.

None of this is insurmountable however and I would think that the early movers will gain valuable knowledge and advantage from getting their first.  This is something we need to start thinking about now not next year.