the evolution of the connected tv user experience

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EVOLVING THE CONNECTED TV USER EXPERIENCE Ian J Valentine Founder, Miniweb Technologies [email protected]

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In June 2010, while pioneering connected media content marketplaces for TV devices in the UK, I was asked to deliver a KeyNote at a conference in the US, on way things needed to change. At the time the "state of the art" Connected TVs just had a handful of apps, as an "add-on" to a traditional broadcast TV experience. Something I used to call "Schizophrenic" TV. The devices could not make up their minds what they really were! I argued that silos of content in Apps should be augmented by an overarching "broadband content guide", and that Apps Authoring must become easier and more standardised across devices. I then made a case for proper content discovery tools to be integrated into the main device UI. Obviously, I had most of this developed and sitting in my "back pocket" :-)

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Page 1: The Evolution of the Connected TV User Experience

EVOLVING THE CONNECTED TV USER EXPERIENCE

Ian  J  Valentine  Founder,    Miniweb  Technologies  [email protected]

Page 2: The Evolution of the Connected TV User Experience

THE  EVOLUTION  OF  THE  TV  UX

Page 3: The Evolution of the Connected TV User Experience

THE  EVOLUTION  OF  THE  TV  UX

1

B&W to Colour

Analogue toDigital

2

SD toHigh Def

3

Disconnected to Connected

4

Page 4: The Evolution of the Connected TV User Experience

THE  EVOLUTION  OF  THE  TV  UX

Better  Pictures

More Content

Better  Pictures

More Content1

B&W to Colour

Analogue toDigital

2

SD toHigh Def

3

Disconnected to Connected

4

Page 5: The Evolution of the Connected TV User Experience

THE  EVOLUTION  OF  THE  TV  UX

Better  Pictures

More Content

Better  Pictures

More Content1

B&W to Colour

Analogue toDigital

2

SD toHigh Def

3

Disconnected to Connected

4

EPG ?

Page 6: The Evolution of the Connected TV User Experience

WE  HAVE  FAILED (BUT  IS  THAT  GOOD?) • In  the  mid  ‘00s  the  EU  failed  to  

standardise  on  MHP  • Some  success  in  UK  with  MHEG5  • ETSI    TVML  was  defeated  in  the  DVB  by  

people  pushing  HTML  • ETSI  PCF  was  published  by  the  DVB    

and  still  holds  promise  • OCAP  and  BD/J  both  based  on  GEM(hp)    • EBIF  was  invented  and  adopted  by  US  

cable  • Yahoo!    “Widgets”  arrived  on  TV  • Now  there  are  multiple  different  Apps  

models,  all  different  !

Perhaps  the  end    game  is  not    just  “Apps”?

Content  Publishers  need  to  be  able  to  author  functionality  once  and  have  it  run  on  all  types  of  TV  device.  !The  industry  has  been  working  towards  a  standardised  interactive  authoring  format  for  TV  for  10  years.  !Governments  and  Standards  bodies  have  been  involved

Page 7: The Evolution of the Connected TV User Experience

WHY  APPS?Web  browsing  on  TV    

– No  Consumer  Demand  – No  Business  Model  

• Unless  you  are  Google!  – Still  need  to  manage  “TV  Sites”  

Apps  are  a  viable  alternative  to  full  web  – Tailored  to  the  device  – Usable  

Provides  full  control  of  the  UX  to  the  publisher  –   at  a  price...  

Natural  consumer  concept

Nearly  15  years  ago,  the  first  Internet  enabled  TV  was  launched.  !TVs  with  web  browsers  in  are  not  new,    many  have  tried,  many  have  failed.  !Apps  are  a  very  necessary  part  of  OTT  video  delivery,  as  they  reflect  the  direct  to  consumer  publishing  rights  of  content  owners.  !Key  difference  between  OTT  and  IPTV:    Retail,  not  Wholesale  of  content

Page 8: The Evolution of the Connected TV User Experience

THE  APPS  USER  EXPERIENCE  TODAY

EPG

App1

App2

App n

Content 1

Content 2

Content n

3rd Parties

Etc.

App Store

Page 9: The Evolution of the Connected TV User Experience

APPS  HAVE  PROBLEMS:TESTING….

• Testing  will  limit  ability  of  any  single  app  environment  to  work  on  multiple  device  types  • So  multiple  App  Types  are  inevitable  

• No  app  environment  today  supports  automatic  testing  and  validation.    

• Solutions  include:  • self  validating  authoring  environments  

• application  Translation

Testing  Interactivity  on  TV  has  always  been  fundamental  to  maintaining  the  integrity  of  the  TV  experience.  !Usability  is  key,  but  less  of  an  issue  now.    !Design  and  authoring  fundamental  to  usability

Page 10: The Evolution of the Connected TV User Experience

UNDERSTANDING  THE  TESTING  OVERHEAD

Page 11: The Evolution of the Connected TV User Experience

APPS  HAVE  PROBLEMS:CONTENT  ORGANIZATION

User  Journeys

There  are  fundamental  differences  between  broadcast  and  broadband  content  organisation.    !Broadcast  content  is  discovered  through  the  publisher  (channel)  !Each  App  is  a  silo  !Online  content  needs  to  be  discovered  directly.  !Google  does  not  provide  a  list  of  domains,  but  a  list  of  pages.....

Page 12: The Evolution of the Connected TV User Experience

APPS  HAVE  PROBLEMS:CONTENT  ORGANIZATION

User  Journeys

There  are  fundamental  differences  between  broadcast  and  broadband  content  organisation.    !Broadcast  content  is  discovered  through  the  publisher  (channel)  !Each  App  is  a  silo  !Online  content  needs  to  be  discovered  directly.  !Google  does  not  provide  a  list  of  domains,  but  a  list  of  pages.....

TV

Page 13: The Evolution of the Connected TV User Experience

APPS  HAVE  PROBLEMS:CONTENT  ORGANIZATION

User  Journeys

There  are  fundamental  differences  between  broadcast  and  broadband  content  organisation.    !Broadcast  content  is  discovered  through  the  publisher  (channel)  !Each  App  is  a  silo  !Online  content  needs  to  be  discovered  directly.  !Google  does  not  provide  a  list  of  domains,  but  a  list  of  pages.....

App  StoreTV

Page 14: The Evolution of the Connected TV User Experience

APPS  HAVE  PROBLEMS:CONTENT  ORGANIZATION

User  Journeys

There  are  fundamental  differences  between  broadcast  and  broadband  content  organisation.    !Broadcast  content  is  discovered  through  the  publisher  (channel)  !Each  App  is  a  silo  !Online  content  needs  to  be  discovered  directly.  !Google  does  not  provide  a  list  of  domains,  but  a  list  of  pages.....

App  StoreTV

Page 15: The Evolution of the Connected TV User Experience

APPS  HAVE  PROBLEMS:CONTENT  ORGANIZATION

User  Journeys

There  are  fundamental  differences  between  broadcast  and  broadband  content  organisation.    !Broadcast  content  is  discovered  through  the  publisher  (channel)  !Each  App  is  a  silo  !Online  content  needs  to  be  discovered  directly.  !Google  does  not  provide  a  list  of  domains,  but  a  list  of  pages.....

Find  App Install  App Search  /  Interact

App  StoreTV

Page 16: The Evolution of the Connected TV User Experience

APPS  HAVE  PROBLEMS:CONTENT  ORGANIZATION

User  Journeys

There  are  fundamental  differences  between  broadcast  and  broadband  content  organisation.    !Broadcast  content  is  discovered  through  the  publisher  (channel)  !Each  App  is  a  silo  !Online  content  needs  to  be  discovered  directly.  !Google  does  not  provide  a  list  of  domains,  but  a  list  of  pages.....

Find  App Install  App Search  /  Interact

Repeat

App  StoreTV

Page 17: The Evolution of the Connected TV User Experience

APPS  HAVE  PROBLEMS:CONTENT  ORGANIZATION

User  Journeys

There  are  fundamental  differences  between  broadcast  and  broadband  content  organisation.    !Broadcast  content  is  discovered  through  the  publisher  (channel)  !Each  App  is  a  silo  !Online  content  needs  to  be  discovered  directly.  !Google  does  not  provide  a  list  of  domains,  but  a  list  of  pages.....

Find  App Install  App Search  /  Interact

Repeat

App  StoreTV

Page 18: The Evolution of the Connected TV User Experience

APPS  HAVE  PROBLEMS:CONTENT  ORGANIZATION

User  Journeys

There  are  fundamental  differences  between  broadcast  and  broadband  content  organisation.    !Broadcast  content  is  discovered  through  the  publisher  (channel)  !Each  App  is  a  silo  !Online  content  needs  to  be  discovered  directly.  !Google  does  not  provide  a  list  of  domains,  but  a  list  of  pages.....

Find  App Install  App Search  /  Interact

RepeatPlay  Content  

item

App  StoreTV

Page 19: The Evolution of the Connected TV User Experience

APPS  HAVE  PROBLEMS:CONTENT  ORGANIZATION

User  Journeys

There  are  fundamental  differences  between  broadcast  and  broadband  content  organisation.    !Broadcast  content  is  discovered  through  the  publisher  (channel)  !Each  App  is  a  silo  !Online  content  needs  to  be  discovered  directly.  !Google  does  not  provide  a  list  of  domains,  but  a  list  of  pages.....

Find  App Install  App Search  /  Interact

RepeatPlay  Content  

item

App  StoreTV

Page 20: The Evolution of the Connected TV User Experience

APPS  HAVE  PROBLEMS:CONTENT  ORGANIZATION

User  Journeys

There  are  fundamental  differences  between  broadcast  and  broadband  content  organisation.    !Broadcast  content  is  discovered  through  the  publisher  (channel)  !Each  App  is  a  silo  !Online  content  needs  to  be  discovered  directly.  !Google  does  not  provide  a  list  of  domains,  but  a  list  of  pages.....

Find  App Install  App Search  /  Interact

RepeatPlay  Content  

item

App  StoreTV

TV

Page 21: The Evolution of the Connected TV User Experience

APPS  HAVE  PROBLEMS:CONTENT  ORGANIZATION

User  Journeys

There  are  fundamental  differences  between  broadcast  and  broadband  content  organisation.    !Broadcast  content  is  discovered  through  the  publisher  (channel)  !Each  App  is  a  silo  !Online  content  needs  to  be  discovered  directly.  !Google  does  not  provide  a  list  of  domains,  but  a  list  of  pages.....

Find  App Install  App Search  /  Interact

RepeatPlay  Content  

item

App  StoreTV

DiscoverTV

Page 22: The Evolution of the Connected TV User Experience

APPS  HAVE  PROBLEMS:CONTENT  ORGANIZATION

User  Journeys

There  are  fundamental  differences  between  broadcast  and  broadband  content  organisation.    !Broadcast  content  is  discovered  through  the  publisher  (channel)  !Each  App  is  a  silo  !Online  content  needs  to  be  discovered  directly.  !Google  does  not  provide  a  list  of  domains,  but  a  list  of  pages.....

Find  App Install  App Search  /  Interact

RepeatPlay  Content  

item

App  StoreTV

DiscoverTV

Page 23: The Evolution of the Connected TV User Experience

APPS  HAVE  PROBLEMS:CONTENT  ORGANIZATION

User  Journeys

There  are  fundamental  differences  between  broadcast  and  broadband  content  organisation.    !Broadcast  content  is  discovered  through  the  publisher  (channel)  !Each  App  is  a  silo  !Online  content  needs  to  be  discovered  directly.  !Google  does  not  provide  a  list  of  domains,  but  a  list  of  pages.....

Find  App Install  App Search  /  Interact

RepeatPlay  Content  

item

App  StoreTV

Discover

Play  Content  List

TV

Page 24: The Evolution of the Connected TV User Experience

APPS  HAVE  PROBLEMS:CONTENT  ORGANIZATION

User  Journeys

There  are  fundamental  differences  between  broadcast  and  broadband  content  organisation.    !Broadcast  content  is  discovered  through  the  publisher  (channel)  !Each  App  is  a  silo  !Online  content  needs  to  be  discovered  directly.  !Google  does  not  provide  a  list  of  domains,  but  a  list  of  pages.....

Find  App Install  App Search  /  Interact

RepeatPlay  Content  

item

App  StoreTV

Discover

Play  Content  List

TV

Page 25: The Evolution of the Connected TV User Experience

APPS  HAVE  PROBLEMS:CONTENT  ORGANIZATION

User  Journeys

There  are  fundamental  differences  between  broadcast  and  broadband  content  organisation.    !Broadcast  content  is  discovered  through  the  publisher  (channel)  !Each  App  is  a  silo  !Online  content  needs  to  be  discovered  directly.  !Google  does  not  provide  a  list  of  domains,  but  a  list  of  pages.....

Find  App Install  App Search  /  Interact

RepeatPlay  Content  

item

App  StoreTV

Interact

Discover

Play  Content  List

TV

Page 26: The Evolution of the Connected TV User Experience

APPS  HAVE  PROBLEMS:CONTENT  ORGANIZATION

User  Journeys

There  are  fundamental  differences  between  broadcast  and  broadband  content  organisation.    !Broadcast  content  is  discovered  through  the  publisher  (channel)  !Each  App  is  a  silo  !Online  content  needs  to  be  discovered  directly.  !Google  does  not  provide  a  list  of  domains,  but  a  list  of  pages.....

Find  App Install  App Search  /  Interact

RepeatPlay  Content  

item

App  StoreTV

Interact

Discover

Play  Content  List

TV

Page 27: The Evolution of the Connected TV User Experience

APPS  HAVE  PROBLEMS:CONTENT  ORGANIZATION

User  Journeys

There  are  fundamental  differences  between  broadcast  and  broadband  content  organisation.    !Broadcast  content  is  discovered  through  the  publisher  (channel)  !Each  App  is  a  silo  !Online  content  needs  to  be  discovered  directly.  !Google  does  not  provide  a  list  of  domains,  but  a  list  of  pages.....

Find  App Install  App Search  /  Interact

RepeatPlay  Content  

item

App  StoreTV

Interact

Discover

Play  Content  List

TV

Page 28: The Evolution of the Connected TV User Experience

APPS  HAVE  PROBLEMS:CONTENT  ORGANIZATION

User  Journeys

There  are  fundamental  differences  between  broadcast  and  broadband  content  organisation.    !Broadcast  content  is  discovered  through  the  publisher  (channel)  !Each  App  is  a  silo  !Online  content  needs  to  be  discovered  directly.  !Google  does  not  provide  a  list  of  domains,  but  a  list  of  pages.....

Find  App Install  App Search  /  Interact

RepeatPlay  Content  

item

App  StoreTV

Interact

Discover

Optional

Play  Content  List

TV

App

Page 29: The Evolution of the Connected TV User Experience

APPS  HAVE  PROBLEMS:CONTENT  ORGANIZATION

User  Journeys

There  are  fundamental  differences  between  broadcast  and  broadband  content  organisation.    !Broadcast  content  is  discovered  through  the  publisher  (channel)  !Each  App  is  a  silo  !Online  content  needs  to  be  discovered  directly.  !Google  does  not  provide  a  list  of  domains,  but  a  list  of  pages.....

Find  App Install  App Search  /  Interact

RepeatPlay  Content  

item

App  StoreTV

Interact

Discover

Optional

Play  Content  List

TV

App

Page 30: The Evolution of the Connected TV User Experience

APPS:  THE  CONSUMER  AND  OPERATOR  VIEW

• Both  Consumer  and  Operators,  prefer  to  have  common  services  across  apps,  e.g:  • Payments  • Personalisation  • Community  • Messaging  

• The  Barrier  to  entry,  the  cost  of  building  apps,  needs  to  drop  away.

The  final  CTV  solution  will  be  a  balance  between  the  needs  of  the  Content  Publishers,  the  Viewers  and  the  Manufacturers/  Operators.  !Apps  favour  only  the  Publishers  –  but  have  a  cost.  !The  evolution  of  the  CTV  UX  will  therefore  be  towards  the  Viewer  and  the  manufacturer  (acting  as  an  operator).

Page 31: The Evolution of the Connected TV User Experience

ENHANCED  “SERVICES  ENABLED”  CTV  UX

EPG

App1

App n

Content 1

Content 2

Content n3rd Parties

BCG

Service Platform

Metadata feeds

Content Driven interfaceneeds a “Broadband Content Guide”...

Page 32: The Evolution of the Connected TV User Experience

UX  EVOLUTION:1.  CLOSER  TO  TV

The  majority  of  viewing  time  is  still  using  broadcast  reception  (T/S/C),  “red  button”  principles  show  great  potential  for  online  usage  by  linking  to  online  content  from  broadcast  content.  !Broadcasters  have  their  own  online  content.  Logical  to  position  this  integrated  with  the  broadcast  channel

Page 33: The Evolution of the Connected TV User Experience

UX  EVOLUTION:1.  CLOSER  TO  TV

The  majority  of  viewing  time  is  still  using  broadcast  reception  (T/S/C),  “red  button”  principles  show  great  potential  for  online  usage  by  linking  to  online  content  from  broadcast  content.  !Broadcasters  have  their  own  online  content.  Logical  to  position  this  integrated  with  the  broadcast  channel

Page 34: The Evolution of the Connected TV User Experience

UX  EVOLUTION:1.  CLOSER  TO  TV

The  majority  of  viewing  time  is  still  using  broadcast  reception  (T/S/C),  “red  button”  principles  show  great  potential  for  online  usage  by  linking  to  online  content  from  broadcast  content.  !Broadcasters  have  their  own  online  content.  Logical  to  position  this  integrated  with  the  broadcast  channel

Page 35: The Evolution of the Connected TV User Experience

UX  EVOLUTION   2:  DISCOVERY  TOOLS

Text Search 13% Related Content 43% Community 16% Recommendations 18% Advertising 10%

Page 36: The Evolution of the Connected TV User Experience

UX  EVOLUTION   2:  DISCOVERY  TOOLS

Text  Search  – Global  or  Content  Owner  Specific

Text Search 13% Related Content 43% Community 16% Recommendations 18% Advertising 10%

Page 37: The Evolution of the Connected TV User Experience

UX  EVOLUTION   2:  DISCOVERY  TOOLS

Text  Search  – Global  or  Content  Owner  Specific

Related  Content  – Related  to  Broadcast  TV  – Related  to  Broadband  Clip

Text Search 13% Related Content 43% Community 16% Recommendations 18% Advertising 10%

Page 38: The Evolution of the Connected TV User Experience

UX  EVOLUTION   2:  DISCOVERY  TOOLS

Text  Search  – Global  or  Content  Owner  Specific

Related  Content  – Related  to  Broadcast  TV  – Related  to  Broadband  Clip

Community  – Sent  from  TV  Buddies  – Discovered  on  “Wall”  or  ActivityFeed

Text Search 13% Related Content 43% Community 16% Recommendations 18% Advertising 10%

Page 39: The Evolution of the Connected TV User Experience

UX  EVOLUTION   2:  DISCOVERY  TOOLS

Text  Search  – Global  or  Content  Owner  Specific

Related  Content  – Related  to  Broadcast  TV  – Related  to  Broadband  Clip

Community  – Sent  from  TV  Buddies  – Discovered  on  “Wall”  or  ActivityFeed

Recommended    – As  Popular/New/Rated  etc  – As  Genre/Theme  – Based  on  Profile  behaviour  – Based  on  Demographics

Text Search 13% Related Content 43% Community 16% Recommendations 18% Advertising 10%

Page 40: The Evolution of the Connected TV User Experience

UX  EVOLUTION   2:  DISCOVERY  TOOLS

Text  Search  – Global  or  Content  Owner  Specific

Related  Content  – Related  to  Broadcast  TV  – Related  to  Broadband  Clip

Community  – Sent  from  TV  Buddies  – Discovered  on  “Wall”  or  ActivityFeed

Recommended    – As  Popular/New/Rated  etc  – As  Genre/Theme  – Based  on  Profile  behaviour  – Based  on  Demographics

Advertising/Messaging

Text Search 13% Related Content 43% Community 16% Recommendations 18% Advertising 10%

Page 41: The Evolution of the Connected TV User Experience

UX  EVOLUTION   2:  DISCOVERY  TOOLS

Text  Search  – Global  or  Content  Owner  Specific

Related  Content  – Related  to  Broadcast  TV  – Related  to  Broadband  Clip

Community  – Sent  from  TV  Buddies  – Discovered  on  “Wall”  or  ActivityFeed

Recommended    – As  Popular/New/Rated  etc  – As  Genre/Theme  – Based  on  Profile  behaviour  – Based  on  Demographics

Advertising/Messaging

Text Search 13% Related Content 43% Community 16% Recommendations 18% Advertising 10%

Page 42: The Evolution of the Connected TV User Experience

UX  EVOLUTION3.  SOCIAL  TV

Watching  TV  with  comments  from  your  friends.  !Viewing  TV  Friends  activity  lists  and  ratings  !Sharing  playlists  and  saved  searches.  !Integration  with  web  based  social  networking  tools.

Page 43: The Evolution of the Connected TV User Experience

UX  EVOLUTION3.  SOCIAL  TV

Watching  TV  with  comments  from  your  friends.  !Viewing  TV  Friends  activity  lists  and  ratings  !Sharing  playlists  and  saved  searches.  !Integration  with  web  based  social  networking  tools.

Page 44: The Evolution of the Connected TV User Experience

UX  EVOLUTION3.  SOCIAL  TV

Watching  TV  with  comments  from  your  friends.  !Viewing  TV  Friends  activity  lists  and  ratings  !Sharing  playlists  and  saved  searches.  !Integration  with  web  based  social  networking  tools.

Page 45: The Evolution of the Connected TV User Experience

UX  EVOLUTION4.  MONETISATION

Payments,  Entitlements  and  subscriptions  needs  to  be  part  of  the  core  UX,  and  not  in  each  “Apps”  !Viewers  do  not  like  registering  with  individual  premium  rate  content  sites  on  the  web,  it  must  be  even  easier  on  TV.  !“Single  Click”  ennoblements  and  payments  transform  Manufacturers  into  “mini  operators”

Page 46: The Evolution of the Connected TV User Experience

UX  EVOLUTION4.  MONETISATION

Payments,  Entitlements  and  subscriptions  needs  to  be  part  of  the  core  UX,  and  not  in  each  “Apps”  !Viewers  do  not  like  registering  with  individual  premium  rate  content  sites  on  the  web,  it  must  be  even  easier  on  TV.  !“Single  Click”  ennoblements  and  payments  transform  Manufacturers  into  “mini  operators”

Page 47: The Evolution of the Connected TV User Experience

UX  EVOLUTION4.  MONETISATION

Payments,  Entitlements  and  subscriptions  needs  to  be  part  of  the  core  UX,  and  not  in  each  “Apps”  !Viewers  do  not  like  registering  with  individual  premium  rate  content  sites  on  the  web,  it  must  be  even  easier  on  TV.  !“Single  Click”  ennoblements  and  payments  transform  Manufacturers  into  “mini  operators”

Page 48: The Evolution of the Connected TV User Experience

UX  EVOLUTION4.  MONETISATION

Payments,  Entitlements  and  subscriptions  needs  to  be  part  of  the  core  UX,  and  not  in  each  “Apps”  !Viewers  do  not  like  registering  with  individual  premium  rate  content  sites  on  the  web,  it  must  be  even  easier  on  TV.  !“Single  Click”  ennoblements  and  payments  transform  Manufacturers  into  “mini  operators”

Page 49: The Evolution of the Connected TV User Experience

UX  EVOLUTION:5.  CONTENT  DRIVEN

Direct  discovery  and  play  of  content:  – Interactivity  and  Apps  become  secondary    

Content  Discovery  works  across  all  Content  Publishers  – Playlists,  Searches,  Personalization  work    

multi-­‐publisher  Auto-­‐play  of  next  content  item  

– Valid  for  all  content  lists  or  queues.  Some  CPs  will  resist  this:  

– Resistance  is  futile!

TV    Model:    Entertainment  First,  Interactivity  Second  !Web  Model:   Interactivity  First,  Entertainment  Second.  !TV  Apps  model    is  wrong:  same  as  the  web  but  worse!

Page 50: The Evolution of the Connected TV User Experience

UX  EVOLUTION:5.  CONTENT  DRIVEN

Direct  discovery  and  play  of  content:  – Interactivity  and  Apps  become  secondary    

Content  Discovery  works  across  all  Content  Publishers  – Playlists,  Searches,  Personalization  work    

multi-­‐publisher  Auto-­‐play  of  next  content  item  

– Valid  for  all  content  lists  or  queues.  Some  CPs  will  resist  this:  

– Resistance  is  futile!

TV    Model:    Entertainment  First,  Interactivity  Second  !Web  Model:   Interactivity  First,  Entertainment  Second.  !TV  Apps  model    is  wrong:  same  as  the  web  but  worse!

Page 51: The Evolution of the Connected TV User Experience

LESSONS  AND  CONCLUSIONS

The Road Ahead

Page 52: The Evolution of the Connected TV User Experience

LESSONS  AND  CONCLUSIONS

• The  Connected  TV  UX  will  evolve  to  be  more  like  TV  than  like  the  Web

The Road Ahead

Page 53: The Evolution of the Connected TV User Experience

LESSONS  AND  CONCLUSIONS

• The  Connected  TV  UX  will  evolve  to  be  more  like  TV  than  like  the  Web

• By  Adding  Device  specific  services  and  discovery  tools,  OTT  CTV  video  can  be  made  “better  than  the  web”  and  “better  TV”

The Road Ahead

Page 54: The Evolution of the Connected TV User Experience

LESSONS  AND  CONCLUSIONS

• The  Connected  TV  UX  will  evolve  to  be  more  like  TV  than  like  the  Web

• By  Adding  Device  specific  services  and  discovery  tools,  OTT  CTV  video  can  be  made  “better  than  the  web”  and  “better  TV”

• Apps  are  the  beginning  not  the  end  –  and  have  serious  problems

The Road Ahead

Page 55: The Evolution of the Connected TV User Experience

LESSONS  AND  CONCLUSIONS

• The  Connected  TV  UX  will  evolve  to  be  more  like  TV  than  like  the  Web

• By  Adding  Device  specific  services  and  discovery  tools,  OTT  CTV  video  can  be  made  “better  than  the  web”  and  “better  TV”

• Apps  are  the  beginning  not  the  end  –  and  have  serious  problems

• The  “killer”  App  is  entertainment    • It  must  be  kept  first!

The Road Ahead

Page 56: The Evolution of the Connected TV User Experience

THANK-YOU

EVOLVING THE CONNECTED TV USER EXPERIENCE

Ian  J  Valentine  Founder,    Miniweb  Technologies  [email protected]

www.miniweb.tv