Thursday, June 6, 2013

"Interactive TV" Turns Out to be "the Internet"

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Television interests have been trying to create “interactive TV” for decades, in the belief that such interactive features and personalization would create huge new advertising and marketing revenue streams.

But the future often unfolds in ways not anticipated. As it turns out, for interactive TV as for many other businesses, the Internet is creating precisely the business value once envisioned for another way of doing things.

These days, most consumers watch television while also using a smart phone or tablet. There is “interaction” all right, but not directly with the TV, as once was envisioned for “interactive” TV.

People are interacting with friends and augmenting TV experiences, but using the Internet and Web apps, not applications embedded into the content.

According to Business Intelligence, 85 percent of smart phone users do something related to TV they are watching, at least once a month.

More than 60 percent report doing so on a weekly basis and 39 percent say they do so daily.

But we often are surprised in the technology and communications business. Virtually nobody expected that people throughout the developing world would so rapidly adopt voice and text communications using mobile networks and devices.

The rapid acceptance of touch-based tablets came only after more than a decade of failed attempts to create a tablet device market. And most probably are surprised at how fast tablets are displacing PCs in everyday use, in many regions.

Few might have expected so rapid a change in broadband access markets since the advent of Google Fiber, even though 1-Gbps access networks were in operation before Google Fiber launched.

The point is that unexpected, destabilizing change is not unusual in the communications or computing businesses, nor does the future unfold in the linear way we sometimes expect or prefer.

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