Internet of Things
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Barely a month goes by without a TV-channel owner announcing plans to start selling its content direct to consumers (D2C) and outside the traditional pay-TV bundle. It’s a logical step for brands widely recognized for owning great shows, such as HBO and Showtime, but a puzzle for others that are spread too wide or too thin.
The catalyst for the a la carte movement, Netflix, has set a pretty high bar. For less than $10 a month, it offers a catalog that sits somewhere between a TV channel and a pay-TV bundle in terms of size, variety, and quality. Given the strength of their brands and content, HBO and Showtime may be able to convince consumers to pay a similar amount.
Many other channels simply don’t carry that weight. They’re either too niche or don’t feature enough top-drawer shows. Even those that do tend to spread that content pretty thin, with repeats showing ad infinitum. As a result, those channels do not have the kinds of brands that consumers would jump at subscribing to outside a pay-TV bundle.
One option would be to aggregate content from several channels under a single brand. But what brand? Often the name of the owners is largely recognized only in industry circles, whatever the marketing team thinks. Creating a new brand isn’t necessarily the answer. Just ask Hollywood how enthusiastically consumers have met their various D2C offerings.
One option would be to stick to the safety of the pay-TV bundle. But owners of knowingly lackluster channels shouldn’t be surprised if pay-TV operators – just like consumers – start to question what they have been paying for all these years.
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Service Provider Markets
ByMike Roberts 01 Oct 2018
Verizon 5G Home is a milestone in the telecoms market because it is the first large-scale commercial launch of broadband services based on 5G technologies, albeit not on a fully standardized version of those technologies.
ByEvan Kirchheimer 26 Apr 2018
Service provider interest in justifying 5G investment through its potential to open new revenue streams from the enterprise segment is growing ever greater.
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