evan manolis, samsung, samsung smart tv
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Slides from the KANZ Broadband Summit. Visit www.dbcde.gov.au/kanz2011 for more information.TRANSCRIPT
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Evolution of TV
A TV is no longer just a plain TV. The whole experience and interaction between TV and Consumer
has evolved.
HDTVBlack & White
TV
Color TV SDTV LED TV 3D TV Smart TV
Smart TV Category CreationNew Smart TV category will open up new opportunities.
LED category created new marketdemand and growth in TV industry
New Smart TV categorization will create new opportunities
LED = a feature LED = New category
2008 2009 2010 2010 2011
Connected TV
= a feature
Smart TV = New category
Created new market demand
Slowed ASP down
Led high growth of TV industrySamsung
LED TV
Premium
Step-up
Entry
P
D
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P
D
P
L
E
D L
C
D
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D
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D
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C
D
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Samsung Smart TV
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Smart TV ForecastNew environment will nurture the significant growth in Smart TV.
(Source: iSuppli, McKinsey Analysis)
Smart devices boom
More Smart TV from new entrants
2013
49M
2011
22M
2009
5M
2012
33M
2010
11M
CAGR 76%
“Smart Device” Booming up (Mobile and Living Room) Smart TV Market Forecast (Worldwide)
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Samsung led the way in 2010Samsung accelerated Smart TV expansion by continuous innovation
Source: NPD Monthly, Samsung internal data
CumulativeBy month
AugJulJunMayAprMarFeb
174,089
57,084
Samsung Apps download Activation rate increasing
AugJulJunMayAprMar
BDP TV
63%
57%
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+ +New
Features
2nd TV App
Remote App
Smart HubAn integrated gateway to all content related functions on TV
Samsung Smart TV,
We are here to deliver your promises!
What do consumers expect of Smart TV?
Social TV- Chat & blog with your friends while watching TV
Search All- Wide search to diverse content needs
Smart Hub- Gateway to all contents
Your Video- Video recommendation based on usage pattern
Web Browser- Easy and convenient access to web
+
+
+
+
+
Lean back and enjoy the recommendation service to movies, dramas & more
We will recommend you to videos by analyzing your viewing history
Even your friend’s favorite movies will be recommended to you by Facebook
You will be guided to rent/buy to watch contents instantly
Customized video recommendation of your taste
I prefer aggregated
recommendations
Your Video
Access the content from diverse sources from web, apps, Your Video and All Share
Search for contents by texting keywords with your remote control or Touch Control
Experience auto completion text input service for faster access
Watch the searched video contents with your VOD services like CinemaNow & more
Instant response to your diverse content needs
Too much information
overload, what I really
want is to find
something easily
Search All
1
2
3
4
Access the web and find unlimited contents online
Watch & explore the web at the same time, by adjusting widow modes
Input search words, view history and bookmark pages
Keep your children safe by setting parental control & web filter
Easy & convenient access to web
Applications are
awesome, but I want
internet service also
Web Browser
Chat, share & blog with your friends and family while watching TV
Access Facebook, Twitter and Google Talk by one simple click
Enjoy social networking without using other devices like notebook or smart phone
Interact with friends and family without switching your view on TV
Chat and share TV experience with friends
Interacting while
watching TV is
important to me
Social TV
Remote App
Enhance your TV viewing experience with Smart devices
Wifi-based remote control : Auto TV detecting (AP, TV Model)
Supporting Android phones & iPhone
Smart Hub feature enhanced in 2011
Channel/Volume Smart HubHotkeysVarious Functions Text Input
Movies on DemandCatch up
TV
SEAU Needs to Drive Digital Content to Transition
Consumers to SMART TV
Sport on
Demand
• 1.6m subscribers • VOD services• Dedicated Sports
• Critical to SMART TV• Media • Need to shape outcomes
• Need to leverage Aust. love of sport• AFL coming Q1• Planning with ARU• Need to pull through in ATL
2011 GTM Strategy – Local Smart TV Content
IPTV platform content partnerships for ‘11- Leverage free-to-air catch-up TV content via media partners
SEAU
Launched
ninemsn
2010 Launched 2011 Planned Partnerships
Bigpond TV
ABC iView
NRL Game Analyser
• On line DVD rental• 45,000 catalogue• Expansion to IPTV
To be launched
April May June July August
In Negotiations
At least 6∽7 Weeks
For Samsung QA
2∽3 Weeks
For the Test
TestWidget
Several Weeks
For OTN Test + OTNKey
Milestones
2011 Local Smart TV Content Roadmap
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Leading TV & BD market share High Brand value of Samsung Global coverage for TV and BD products
Partnership with the leader
New Platform
Access to living room devices New revenue generation
opportunities
Multiple device Synergy
Same widget for TV & BD Shorter development cycle Shorter time to market
Benefit to Content PartnerPartnership with the world’s leader in TVs
High brand value and wide coverage of Samsung to ensure higher audience
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Benefit to CustomersEasy and convenient access to rich internet contents on TV.
High interactivity and device synergy will provide enhanced user experience
Enlarges the range of contents on TV Customers watch what they want to watch
New & Demanded content on TV
More for less hassle
Easier access to on demand content No need for multiple boxes or linking
computer to TV
Enhanced User experience
Similar user experience across devices Interactive user experience
Big Pond Movies VOD(PPV)
Big Pond Music Live Streaming
Big Pond News Live Streaming
Big Pond Sports Live Streaming
V8 Supercars Live Streaming
Big Pond Horseracing Live Streaming
Big Pond Kids Live Streaming
Pay TV Channels Live Streaming
MTV Live Streaming
Discovery Live Streaming
Disney Live Streaming
BBC Live Streaming
CNN Live Streaming
Cartoon Network Live Streaming
ESPN Live Streaming
3D Content Live Streaming
Xtreme Sports Live Streaming
6 Channels and 1 VOD For Free
○ Phase 2) will be monthly subscription fee base○ A La Carte can be provided as the part of the
service
1
2
-
○ Big Pond TV is a widget in Samsung Device- Application download is for free○ Subscriber which uses can access Big Pond TV
Application in Samsung Device
Big Pond Broadband M/S in AUS market: 81%
Phase 1)
Phase 2)
Big Pond TV Business Phase
What is Big Pond TV ??
How does it work ??
What is Big Pond TV ??
For Free
Live Streaming
(A La Carte
/
Mini Pack)
VOD
(Free on
Demand
+
PPV)
6 Live
Streaming
(Free Channel)
MonthlySub Fee
Big Pond TV Application
Free Download
Big Pond TVApplication
Game AnalyzerWidget
Game Analyzer Application is a tool that shows highlights of sporting matches
Guide Widget(Detect Firmware)
Main Widget(Full Service)
Guide Widget has a simple UI/MessageIt is mainly promotionalIt can detect firmware update
1 2
Telstra Suggests
2 Way Update
Service Structure Application Types
Big Pond TV Service Structure
Co-Marketing
On-Off Line Promotion
Telstra StorePromotion
Big Pond TV in Samsung TV A/S
TechnicianSupport
OperateCall Center
Big Pond TV WidgetCommercial AD
And etc.
Increase Big Pond TV Subs.with Samsung TV
GreatCustomer Satisfaction
Maximize Big Pond TV Subs and Samsung TV Sales
Marketing & CS
TV
2011
JulJunMay
OOH
Online
SEM
2
weeks
2
weeks
2
weeks
6 weeks
Full page inserts
Banners ads
Launch:
Search
ATL/BTL Launch Plan
8000 TARPS incl regional
networks and STV channels
15 Full page ads across Good
Weekend, Sunday Life etc
Major News Portals incl
takeover pages for 3 months.
Search Smart TV campaign for
4 months on major keywords
Major CBD buses, trams and
bus interiors nationally
April
EXPERIENTIAL
SHOP DISPLAY
4 weeks tour
6 weeks
40 locations,
9 week national tour
500 key retail shop-fronts
70% of Aust. CE mkt value $
TRAINING FSM training roadshow1,650 retail sales people trained
nationally
Launch:
Consumer Experiential
• National Experiential Tour event to demonstrate Smart TV, Design and Picture Quality/3D.
• 153,000 demonstrations planned.
• 40 Shopping Centres
• 2 months activity
Element 2011 PLAN
Locations 40 centres
Demonstrations 153,000
Duration 9 weeks
Telstra to own a dedicated “SMART POD”
• Branding and brand ambassadors
• POS distribution and BP bundling offers
Smart TV Point-of-sale
In-store POS
Security Covers Ceiling Banners Floor Banners
Shop Display –BP Execution Areas
Smart TV Telstra Big Pond TV
On-Screen Demo/Plus Demonstrators
• Addition of Telstra On-screen promo
to Samsung content.
• 3,000+ TV’s in Australian retail
stores.
• Live demonstrations of Big Pond TV
by in-store demonstrators during
launch
BP Movies Promotion- TBC
• A strong Bigpond Movies promotion delivers customer adoption
of both Samsung & Telstra’s technology
• May – June time frame for the new 2011 range models.
SERIES BP Movie Credit
SalesPlan
Series D5500 $100 1,550
Series D6000 $200 13,300
Series D6400 $200 6,450
Series D6600 $200 9,145
Series D6900 Plasma $200 9,880
Series D7000 LED $200 5,380
Series D8000 Plasma $200 2,520
Series D8000 LED $200 2,390
TOTAL 51,665
Thank you