When it comes to the triple play, players have expanded their value proposition from the bread-and-butter basics: for cablecos it's been about expanding into voice, data and wireless; for telcos it's been about stretching their stickiness into IPTV or next-generation television services and wireless.
In both cases players have built a brand for all three (or four) services, and multiple networks have been built to serve that brand behind the scenes. Simple enough, right? Well, not really. Changes are afoot in the consumer demand picture, and they want the ability to extend their service and content experience across screens and networks, using video and digital content as a linchpin for it all. Carriers also want new advertising revenue streams that can come from allowing the functionality.
The problem is, both of those trends are requiring operators to break down the service silos to enable that, while implementing new B/OSS solutions to bring everything together.
Why Multiscreen?
"It comes down to consumer loyalty," said Tom Fuerst, director of multimedia solutions marketing at Alcatel-Lucent. "Our customers are converged telcos and, to a lesser degree, cablecos and it’s all about, how do they keep the user’s attention and keep them on their service as they go through their day and interact with different screens?"
Initially that strategy might mean just offering the ability to program the home DVR via a PC or handset, but most operators are striving to provide full content access via mobile and computer, with other traditional communications services built in — and to do it in a way that offers a consistent user interface, sign-on and experience.
For carriers, this is a way to add a unique value. "Unlike device or OTT guys, telcos and cable really are in the best position to know that subscriber across the different screens," Fuerst said.
"They'll know not only which content package they’ve subscribed to, but also which data package and mobile device that they have, plus there's that Internet portal relationship on the PC as well. So they are uniquely positioned for cross-screen relevance."
It’s also creating a personalized experience for the end-user, which leads to new revenue streams for carriers. "What you’re watching on one screen at home might lead to recommendations for things to watch on the mobile device," Fuerst said. "Recommendations can extend to things like targeted advertising."
Solving the Technical Challenges
The theories and strategy behind multi-screen initiatives are all very well, but enabling them requires some hoop-jumping in the back office. Right now, different devices often require different logins, plus there's often the need to set individual preferences, parental controls, subscription information for each portal.
