Will 2013 be the year of “TV Everywhere?” We think so, and so does Accedo’s Michael Lantz, who will explore the topic at Streaming Forum in London in June. Here, Michael discusses what he plans to speak about as well as current trends in the industry:
Tell us a little about you, your background and your current role
I am Accedo’s CEO and one of its founders. Over the past 9 years we have championed the concept of the TV app and why the TV is loved and cherished by consumers and how media companies and operators can create compelling next generation consumer offerings. In my current role, I have the pleasure of working with Accedo’s wide range of products, including a number of new solutions launched over the past couple of years. I’m involved both in the product innovation as well as in the sales process, where I’m meeting customers and partners daily to discuss their requirements and roadmaps.
What will you be talking about at Streaming Forum? Why have you chosen this subject?
I will be speaking about Integrating TV Everywhere Services. This is a truly exciting area right now, and I think 2013 will be the year of TV Everywhere, largely due to the shifting consumer viewing habits. Consumers are expecting access to the content they choose when and where they want it. Pay TV Operators and Media Companies are competing for digital viewership and are looking for new revenue opportunities, as well as improving brand and service loyalty. Most major pay TV operators have or are planning to roll out services on OTT devices, and suddenly consumers will have the choice of multiple providers of premium content via a plethora of TV and mobile devices. Over the coming 5-6 years, this will radically change the TV industry as we know it, increase competition and change the way we consume TV.
However, establishing, delivering, and maintaining a premium TV Everywhere offering can be time consuming, costly and complex in a fragmented world of devices that are constantly changing. There is also a growing trend for personalization of the TV experience, where everybody is looking to own the customer. However, as I will discuss during my session, it is possible to easily integrate these types of services to enable fast and efficient roll out of multiplatform TV application offerings.
Name some key challenges faced by your clients, and tell us how you are overcoming them?
We see more and more media companies deploying applications on TV to increase usage and reach new consumers. Over the past couple of years, the main challenge has been about launching attractive applications with great functionality. Now, we increasingly see challenges like monetization, distribution and maintainability, which are all addressed by Accedo solutions. For monetization we have an attractive advertising solution AdMediate that helps international media companies use modern advertising solution in their TV apps. For distribution, we have established a network of attractive distribution partners in the major pay TV operators we’re working with. These platforms offer app capabilities, which are very attractive new distribution channels for app providers. Finally, for maintainability, we offer our AppView management platform to increase maintenance synergies and control over applications.
What do you see as major trends in streaming media?
We increasingly see dual screen offerings, where the navigation and browsing takes places on a tablet or a mobile phone device and the viewing takes place on a TV. This adds a significant complexity in terms of device connection and media security but we see a number of solutions appearing on the market, including the Accedo Connect solution from us. We believe that the user experience for a dual screen watching experience will continue to evolve over the coming years.
What do you enjoy the most about your job in this industry?
It is truly inspiring to be at the forefront of a growing industry, which is being dramatically revolutionised with new technologies. Every day, I’m amazed with the innovation I see from companies working in this industry and I can’t wait to see what lies around the corner.