Archive for November 2009

Let’s Start a New Holiday Tradition
Thursday, November 26th, 2009 by Edgar Villalpando – SVP Marketing

Black Friday

The holidays are all about tradition, starting with overeating on Thanksgiving and shopping ‘til dropping on Black Friday. Far be it from me to play Grinch and rain on the parade of hopeful retailers who count on ridiculously low prices coupled with ridiculously low inventories to draw mobs of consumers out into the dawn hours to scratch and claw — and in the case of that retired high school linebacker, crack-back tackle — to get the latest gizmo, but there might be a better way.

The hint of a new tradition has wafted into the pine scented Christmas caroled as Cyber Monday. It’s the day to jostle with the contentious online set to find the best prices on the least available toys and gadgets. And you don’t even have to leave the comfort of your home.

Both these traditions have their strong points for retailers: they push inventory and dam up the sea of red ink that’s threatening to drown the economy. And both have benefits for consumers: lower prices, the opportunity to get up close and personal with street people who object to you moving into their cardboard box neighborhoods so early in the morning, and, of course, the ever-popular Web searches that dead end in frozen screens and unfrozen screams.

I propose a new tradition to start next year called iTV Thursday. iTV Thursday is based on the proposition everyone watches television on Thanksgiving. Norman Rockwell’s family might have gathered gap-toothed and wide-eyed around that big turkey on the dining room table but today’s family more likely gathers around the 50-inch Panasonic widescreen.

When enhanced by interactivity that widescreen can become a virtual shopping mall. The interminable advertising between downs on the field or floats in the parade can be enhanced by letting the viewer/consumer dig more deeply into the advertised product. Like that deep fry cooker? Find out the most interesting features and, if you like, click a button and order it. Want more information about how it works? Click another button; representatives are standing by to help. Not interested at all, it’s 60 seconds to run off to the bathroom or get another beer.

The nice thing about all this is that when you combine interactivity with your DVR you can wander as deeply as you want into the advertising netherworld and always return to your programming from the point at which you left.

That’s it, folks. iTV Thursday. Kill three birds with one stone: the turkey, of course; the desperate need for the retailer to move product; and the need for the consumer to consume that product. All from the comfort of the family room.

And Black Friday? Maybe you can actually take a holiday and do something with the family. Cyber Monday? How about doing some work with the computer instead?

In marketing speak this is called a win-win. In blog speak it’s called an idea.

The Guide: Everybody Talks About It and Nobody Does Anything… Yet
Thursday, November 19th, 2009 by Edgar Villalpando – SVP Marketing

Doppler

It’s been said that everybody talks about the weather and nobody does anything about it. That’s not exactly true. The weather, as you might have noticed, is the hottest topic on your nightly local news.

Perhaps that’s because it’s the last unpredictable event in a world where there is no longer any history, just history being made. More likely it’s because the weather is the guaranteed spiffiest part of every newscast. There’s no assurance of a five-alarm warehouse fire, earthquake, flood, major traffic pile-up or other film-satisfying story. There is a guarantee that somewhere in the viewing area there were will be green or yellow or—hold on tight—red splotches dribbled across the weather map.

It’s more exciting than looking out the window at clouds or rain or stars or moon. And it’s more exciting than the old weatherman with a pointer and some cute little icons representing good and bad weather fronts and wind.

The generic TV programming grid should take a lesson from the weather. No, it doesn’t need to be unpredictable; when it says Sons of Anarchy is on a specific channel at a specific time, it better be there. A guide doesn’t have the freedom to be unpredictable; it can’t fail one percent of the time, unlike weathercasters who often spectacularly miss their marks.

On the other hand, current TV grids are utilitarian. They look like some engineer’s PowerPoint presentation to a disinterested marketing group meeting. There are splotches of color and little else. The grid tells you what’s on when and let’s you turn to that channel. If you have a DVR you can finagle it to set a program recording. And, of course, if you push yet another button you can get a little more detail in writing.

Excuse me while I yawn.

Just as Doppler has moved the weather from a public service to a top story, a guide can give the service provider the ability to whisk the viewer into a whole different navigational experience. Using content streamed from the network “cloud,” the guide can offer program previews, 3D graphics and improved search and discovery and recommendations from friends. Cloud-based interactivity can take the guide from a tool to an attraction, adding beauty, power and value for the viewer – and generating new revenue for the media ecosystem.

Enhanced TV isn’t just about what’s beneath the programming you watch just as the weather isn’t just about clouds and cold fronts. It’s about improving the way you get to that content and, en route, enlivening the experience. It’s about making the guide the top of the experience rather than the bottom.

Enhanced TV can make the guide intuitive. It can give it the power to recommend what’s there; to fill in the gaps of what’s available and, importantly, to bring to life a static grid.

Unlike the weather, not everybody is talking about the guide. But maybe they should be. Enhanced TV is one way to make it happen.

The End is Near; What a Shame
Thursday, November 12th, 2009 by Edgar Villalpando – SVP Marketing

Connected Car

It’s just a shame that the Mayans, those ancient seers, say the world is going to end in 2012. With development lead time and all, that’s just about when the auto industry will be introducing the first connected car.

Then again, maybe, like counting numbers, the Mayans just got tired of putting dates on calendars and 2012 is nothing more than the end of mind, not the end of time.

If the world doesn’t end — and I’m taking bets that it won’t — 2012 could be a big year in the entertainment business because it could mark the start of truly mobile entertainment. In case you haven’t heard, Alcatel-Lucent, Atlantic Records, ANX Software Systems and, most importantly, Toyota all got together recently to show off what they called the next generation connected car.

Since Americans spend about 500 million hours a week in their cars, these guys figure that service providers are missing an audience opportunity so they’ve connected the car to a 4G LTE network that makes a Toyota a BlackBerry on wheels. Anything you can do on a smartphone you can do in this car; provided you’ve installed the right equipment and that’s where the whole 2012 thing comes in because it takes carmakers at least that long to install something new.

And it gets even better than that. Because cars are bigger than cell phones—for now, anyway—they can have bigger antennas. Bigger antennas provide more reliable throughput from LTE towers and more consistent performance. You could watch a video-on-demand movie—unless of course you’re driving and therefore it wouldn’t be a good idea—while in a car soaring down the interstate and fed by a mobile provider. Of course since Atlantic Records is involved you can be sure that there would be some pretty powerful music apps as well.

So what’s all this mean? Get away from the fact that if the economy doesn’t improve by then the folks will be converting the family sedans into living quarters, and you see a new market opportunity for enhanced TV and interactivity. If you have the connection and you have the network — and it doesn’t have to be LTE, WiMAX will do just as well, you cable guys — you have a new way to deliver a wealth of applications to a really captive audience.

Why stop at movies? Why not provide more than the usual navigation information; not just that Ma’s Diner is 1.3 miles ahead but what the daily lunch special is; not just that Running Bear Golf Club is around the next corner but it’s having a two-for-one special and the course is open for play without a starting time. Make the driving experience informational and entertaining.

A connected car might, at first glance, seem about as likely as time ending in 2012 but on second and third glance, on deeper inspection, it looks like an opportunity to expand connected TV out of the home and into the place where people really live and interact: the car.

I just hope I get the chance to take one for a spin. Damn those Mayans!

Cable’s Still in the Game
Thursday, November 5th, 2009 by Edgar Villalpando – SVP Marketing

Did you catch that World Series? Apparently, according to the audience rankings, lots of people did. Of course while you were all watching baseball games, I was thinking about the telecommunications industry and how the Yankees and the Phillies are great examples of the opposing sides in that space.

Start with the Yankees; the best team money can buy. These guys are so stocked with star players they look like an All Star team. They play in a billion dollar-plus playpen in the biggest city in the country that also happens to be the media center of the world. And they grind their opponents down with what’s known as an American League lineup that doesn’t quit and pitching that holds a lead so the closer can secure it more tightly than a lid on a mayonnaise jar.

Then there are the Phillies, a mostly homegrown crew with the occasional cast-off from another team to add spice. They play beneath the radar in a city known for its cynicism. To put it nicely, the Phillies pitching is mediocre and their closer couldn’t shut the door on a minivan with an electric switch. But the Phillies win their games by overpowering their opponents with big hits. And, even when they get little hits, they are remarkably fast getting around the base paths and scoring.

And doesn’t that just remind you of telecom? The Yankees are telcos: big, rich, able to buy their way into fiber-to-the-home networks that no one else can afford. They’re not the fastest movers they’re inexorable; they grind you to death. It’s not as if they’ve built themselves into a dynasty through hard work; they’ve bought their way in. But they have a closer—mobile wireless—that makes their whole package a winner.

On the other side of the field is cable. These guys are homegrown from the Gulf Shore of Mississippi where Comcast was spawned to the mountains of Denver where the industry was headquartered for so many years. They’re thrifty and they thrive on the big hit. It was cable minds that developed HFC and revolutionized how much networks could do to deliver more services, including, importantly, two-way transport. And never forget cable modems. While the phone companies were diddling in the batter’s box with DSL and its derivatives, cable stepped to the plate and changed the way the public sees the Internet. Cable’s lineup is built for the big hit, the power shot that goes out of the ballpark, like a cable modem. But, when they get going with even a small hit they’re fast and deadly.

To be fair, neither side is what one would call a fan favorite. It’s often forgotten that Lily Tomlin made her comedic mark by savaging the telephone industry. And it’s not often forgotten by anyone—particularly Verizon which is taking its fair share of shots at cable’s service record—that cable has had its problems with the public.

Still, they’re deservedly the best out there right now and they’re doing their damndest to win over the end user.

Maybe I need a life, but those were all the things I thought as I watched the World Series. In a close game where telcos are starting to push broadband over their wireless devices, cable has yet another big hit sitting on deck. Enhanced TV, the ability to use that clean-up strength in video and the television experience to hit another one out of the park.

Cable doesn’t need to go out and buy a big player. It doesn’t need even to trade. It’s got the answer sitting on its bench screaming, “Put me in coach; I’m ready to play.” Enhanced TV; the big bopper is there for the taking.

Of course, that’s just my vision. Maybe you just saw some great baseball games between two teams.

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