New report analyzes IPTV market

Is IPTV penetrating the broadcast market? If so, how fast? How quickly will this cost-effective means of launching new channels and programming make inroads in other markets? What factors need to be considered to produce an environment that will breed success for IPTV vendors?

These are some of the questions being addressed in a new report from the firm Research and Markets titled “Evaluating IPTV Vendors Strategies: From End-to-End System to Component Approach to their offering.” The report addresses the technology and systems landscape necessary for the IPTV marketplace to flourish as well as an analysis and recommendations on successful integration and vendor sourcing strategies that should be followed by deploying service operators.

This report is the second in a series of four quarterly reports from Research and Markets intended to both update clients of short-term trends in IPTV, as well as address specific additional issues. The firm’s initial report "IPTV: Business Case Analysis & Forecast" published in January 2005 set the backdrop, context, technologies and market development forces at play for the worldwide IPTV market.

According to the firm, three main sets of vendor strategies and offerings have emerged in this nascent IPTV market:

  • Microsoft, which owns an IPTV offering that covers and encompasses the widest range of systems subcomponents;
  • Vendors at the other end of the analysis landscape that solely focus on one set of components in a well-defined environment of interfaces; and
  • Vendors that offer multiple product offerings with components interfaces and APIs.

This report builds on the first, which was based on an assessment of:

  • Broadband and digital PayTV penetration numbers collected for 28 television markets and countries worldwide;
  • Penetration percentages of known IPTV TelcoTV deployments; and
  • The many lessons of digital PayTV, including diffusion, integration and volume deployment ramps for the digital cable and satellite worlds.

Research and Markets says it is bullish about hybrid deployments — that is, broadcast or cable deployments using IPTV to reduce costs or extend the reach of their on-demand offerings.

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