Studie - TV auf dem tablet PC: iPad und die Auswirkungen auf den Rundfunk- und Videomarkt

Introduction

The probability that Apple has a hit device in the iPad is growing. 8 weeks from launch it has sold 2 million units. This report looks at the impact and opporttunity for this new device class for pay-TV operators and PSBs.

Scope

*This report examines the potential impact on the broadcast industry of the iPad and the tablet devices that wil follow in its wake.

*It includes and examination of the potential ramp rate of tablet devices, the technical conditions for service delivery and best practice strategy.

*This report also examines the service and commercial appraoch that has been adopted by all broadcasters dellivering services to the iPad today.

Highlights

The iPad and the tablet rivals that follow will be a strong extension to the multi-screen opportunity

Tablets will be a powerful video consumption platform, will drive users towards greater long form consumption and will be magnet for digital advertising budgets

Competing platforms running Android with more loosly controlled content distriubution channels may prove to be more attractive - but there is option value in delivering content for the iPad

Reasons to Purchase

*In depth analysis of the trajectory of the tablet device base growth and how broadcasters should look to address this market

*An analysis of the iPad advertising revenue opportunity, including CPM rates and ad load strategies

*A summary of how broadcasters are looking to appraoch this market with a range of browser led or application led service strategies

SUMMARY 1

Catalyst 1

Ovum View 1

Market growth dynamics and sizing for the iPad and tablet markets 3

The technology fundamentals of the iPad and the new tablet generation 4

Wireless network constraints 5

Battery life & viewing time 5

A display that will create engagement 5

Geo-location for affiliate network ad sales and hyper-local targeting 6

Service strategies for the iPad and tablet market: Pay-TV versus FTA and PSB 6

The iPad as an advertiser draw 7

Navigating iAd - audience data is the new oil 8

Companion multi-screen content formats and connecting the handheld device to the television 8

TV Everywhere - but not on the iPad 8

Key messages 13

Summary 13

The iPad and the tablet rivals that follow in its wake are a strong extension to the multi-screen opportunity 13

The iPad is a powerful video consumption device and is proving a draw for digital advertising budgets 13

Competing platforms running Android with more loosely controlled content distribution channels may prove to be more attractive - but there is option value in developing a product for the iPad 13

Broadcasters should evaluate their co-operative, aggregated portal strategies in light of the tablet opportunity 13

APPENDIX 15

Ask the analyst 15

Definitions 15

Further reading 15

Methodology 15

Disclaimer 15

List of Figures

Figure 1: SWOT: Impact of the iPad and nascent tablet market for broadcast ecosystem 2

Figure 2: Ovum estimates for tablet sales, including iPad: 2010 & 2011 3

Figure 3: Relative strategic value of tablets to the broadcast ecosystem 6

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