Mobile carriers face no shortage of pain points as new data streams create unprecedented and staggering amounts of information. But it is important to remember that pain points often arrive in tandem with new opportunities.
From my perspective, observing the driving forces shaping the mobile industry, five key trends stand out. All are laced with challenges and opportunities. And each represents a core element in an interconnected system that is pushing the entire marketplace forward, while demanding innovative breakthroughs in monetizing and optimizing data.
On February 25-28, I will be attending Mobile World Congress 2013 in Barcelona. This year’s event is expected to be the largest ever, with 1,500 exhibitors. I expect these five trends will be major sources of discussion:
- Video. We are already seeing the true inflection point in video where it becomes mainstream on multiple devices. The mobile and nomadic consumption of video—whether served by mobile carriers or localized Wi-Fi—is popular, commonplace, and growing rapidly. But video will completely reshape the demand side of the industry, creating enormous amounts of data. It threatens to load and clog networks, and it will demand new models for monetization.
- Accelerating connections. As the Read More »
Tags: Big Data, Cisco, Connected Life, data, data in motion, IBSG, Internet of Everything, IoE, mobile carriers, mobile devices, mobile world congress, multiscreen, offloading, Personalization, service providers, targeted ads, video, wi-fi
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 »
Tags: 3D printers, ad buying, advertising, branded entertainment, channels, Cisco, haptics, IBSG, interactive, marketing, multiscreen, on-demand, Personalization, product placement, Service Provider, targeted, television, user involvement, video
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 »
Tags: advertising, Central Europe, Cisco, cloud, Eastern Europe, Emerging Markets, Fresco, future, IBSG, immersive, interactive, multiscreen, personalized, Service Provider, targeted, television, video, videoscape unity
By Bill Gerhardt, Director, IBSG Service Provider
Online video is growing at a rapid — if not explosive — pace, with innovation and disruption spreading across all areas of the value chain. Some of the greatest innovation is currently occurring around multiscreen delivery and related services.
To better understand the climate for video consumption, in March, 2012 the Cisco Internet Business Solutions Group (IBSG) surveyed 1,152 U.S. broadband consumers between the ages of 13 and 75+ to gain a better understanding of how they watch video: their habits, preferences, and the devices they use.
The study found that consumers spend more time watching Internet video today than watching DVDs/Blu-ray Discs, video on demand (VoD), or live premium cable channels — and they want to watch streaming video across a variety of screens. In the future, multiscreen delivery will take on greater importance as laptops, tablets, and smartphones advance and become even better video devices.
Service providers must address these Read More »
Tags: Cisco, cloud, common experience, cross-geography, hybrid TV, IBSG, Internet Business Solutions Group, internet video, IPTV, multiscreen, multiscreen delivery, multiscreen solution architecture, online video, operating cost, OTT TV, partner TV, Service Provider, shared content, SP, streaming video