By Leszek Izdebski, Cisco Internet Business Solutions Group (IBSG)
The past few years have brought sweeping transformation to television—a trend that will only accelerate in the coming decade. Following up on a 2011 study on the future of television, Cisco’s Internet Business Solutions Group (IBSG) recently examined the ways disruptive technology and user behavior trends are impacting TV advertising. We identified four major trends that will transform advertising and the viewer experience.
1. Channels Will Go Away
While we do not believe that all future distribution will be through on-demand unicast technologies, consumers will not think about “channels” as the means of accessing programming. Adoption of video on demand, Intelligent Programming Guides and personal video recorders (PVRs) is shifting viewing from linear broadcasts on a TV screen to a multiscreen, multi-device, multi-modal, on-my-schedule, user-controlled experience. Brands and networks will no longer be able to ensure that ads placed in specific episodes will have sufficient audience reach. This behavioral shift will force advertisers to focus on new forms of addressable advertising: Read More »
The future of television may well include holographic, multisensory experiences worthy of science fiction. But many other visionary predictions are closer to the horizon, if not already upon us. These are creating exciting opportunities, while forcing all players in the television value chain to adapt quickly.
Recently, I met via Cisco® TelePresence® with more than 50 journalists from 11 countries—all in Central and Eastern Europe—to discuss the future of television and its impact on these mostly emerging markets. I participated with two of my colleagues: Kate Griffin, from the Cisco Internet Business Solutions Group (IBSG) service provider practice; and Guillaume de Saint Marc, from Cisco’s service provider video technology group (SPVTG). The roundtable took place over two days and used a Cisco IBSG study, “The Future of Television: Sweeping Change at Breakneck Speed,” as a springboard for discussions that were lively and free-spirited. Read More »
I’m amazed at how tablet computers make things easier in our personal lives. I can quickly access technology papers for work or research restaurant options for dinner tonight. I can take an online course or collaborate with my nephew who’s studying abroad. Some people even monitor and manage their home heating, cooling and surveillance systems while they’re away. The interactivity has an amazing impact on daily life.
Now, imagine a large-scale, tablet-like system on a plant floor and the impact it can have on business.
Get ready…interactive experience portals for the plant floor are here!
Three trends are defining the enterprise workforce today: mobility, collaboration, and the BYOD movement, where employees connect the device of their choice to the enterprise network. Smart companies are finding ways to embrace these trends for improved productivity, a more satisfied workforce, and lower costs. Read More »
NRF, the world’s biggest retail show, is almost here! The show is being held in New York and runs from January 15th-18th. Please visit us at booth 851 to see our technology in action and speak directly with Cisco subject matter experts to discuss how Cisco’s video solutions today can capture the customer behavior tomorrow, giving you powerful ways to generate revenue, create a consistent user experience across all channels, and maximize operational efficiency. Read More »
By Leszek Izdebski, Cisco Internet Business Solutions Group (IBSG)
