The IPTV marketing game begins

The IPTV marketing game begins published by Ovum, Ltd. in October, 2006. This report consists of 15 PAGES and the price starts from US $ 1755.

Introduction

Abstract

With a number of IPTV services now commercialised, European telcos are finding themselves in the real world of film and TV content distribution. Many have entered extremely competitive pay-TV markets, home to players including direct-to-home satellite operators, cable TV companies and, increasingly, digital terrestrial TV providers. While an IPTV service's content is its foundation, this will be nothing without clever branding and packaging. IPTV is the telco's toughest challenge yet in terms of winning the marketing game.

Table of Contents

• Key findings and recommendations
• Launch and post-launch approaches
• Staking a competitive position
  • Satellite and DTT links
• Customer segmentation
• Approaches to branding: what's in a name
  • Taking into account corporate strategy
  • Creating brand values
• Packaging and publicity
  • The role of the bundled offering
  • Telcos' use of marketing media

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