As everyone races to be the consummate provider of entertainment and communications to the customer in the home, IPTV is regarded by some as the silver bullet to achieving this goal. However, those choosing to launch IPTV services are entering an already crowded and competitive market characterised by established players and ongoing innovations.
For operators competing in the market—from telcos, to broadcasters, advertisers, and content providers—there are a number of considerations that need to be taken into account in order to navigate a profitable route. This report examines the different drivers and strategies that companies can employ to achieve this type of success. The issues discussed are as relevant to a company launching services in a nascent low-income IPTV market, as to a mature multinational corporation that is already delivering IPTV to a range of customers who demand ever greater personalisation and differentiation from their TV provider.