IPTV的阻碍与成功因素.ppt

3 32 IPTV accounts for only a small part of moving image use in Germany, especially since many offers are only used sporadically IPTV in Germany - status quo IPTV offer diversity Germany Insights Number of offers Users according to gp consumer survey IPTV via closed networks Web TV offers 1771) 98.2% 49.7% [% of interviewees] 0.6% 1.2% 8.2% 42.1% Free IPTV offerings such as UGVC and Web TV are already used regularly by consumers On the other hand, VoD and closed IPTV offers subject to a fee have not yet been accepted by consumers Video-on- Demand User- generated video content 261) 122) 83.8% 35.4% 0.6% 15.7% 20.0% 44.6% Only 16% and 2% of consumers respectively make use of VoD and closed IPTV offers The main reasons here are to be found in the insufficient differentiation of existing moving image offers Non-users Irregular users Regular users (1) German language (2) Selection of the top online video websites in Germany with over 100,000 visitors/month (Comscore Media Trend Report, 2008) Sources: ARD/ZDF online study, (2008) , goetzpartners consumer survey Additional functionalities are the central success factor for IPTV offers IPTV additional factors – consumers interest Interest in additional IPTV functionalities [% of interviewees] Insights A high level of quality in terms High quality Personal video recorder Time-delayed viewing Range of language versions 6.7% 10.2% 0.8% 14.1% 0.2% 0.6% 18.0% 0.2% 20.2% 22.3% 17.8% 18.4% 25.6% 21.1% 17.0% 17.2% 60.1% 46.8% 46.0% 36.8% of quality and content and “time sovereignty” in TV usage are the most important additional functions for the consumer Low interest in additional interactive services is due to lack of offers and interviewees low information levels Electronic Time sovereignty thanks to Program 0.2% 25.2% 21.5% 19.8% 33.3% freely accessible, attractive Guide content is among the m