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A new survey by connected TV monetisation technologies provider MPP Global Solutions has revealed a lack of clear consensus as to what is the most effective strategy for capitalising on the current demand for connected TV services.
The survey asked respondents to select which companies they felt had the most effective strategy for success in the connected TV market and found that only just over a quarter (26%) of senior industry figures felt that the Apple TV service will succeed long-term, and just less, 22%, identified Google TVs, and only 17% saw over-the-top (OTT) 800lb gorilla Netflix as having an effective long-term strategy for success.
Commenting on the results, James Eddleston, head of marketing for MPP Global Solutions, said: "This inconclusive result reflects the content of the discussion; that the connected TV market is still coming out of the early adopter phase, and even major players such as Apple, Google and Netflix are still trying to identify the best approach for success".
The issue is very pressing for MPP Global Solutions, which supplies services for firms such as Philips Smart-TV and woomi from Miniweb, and Eddleston warned that it will take time for connected TV to proliferate to the purchasing public as a whole. “As [connected TV] sales are set to increase by 70% by 2016, it is clear that this is a rapidly growing market, and developing an effective strategy is crucial for companies seeking to be part of this latest advancement in the connected revolution," he added.
Read more: Industry lacks clear direction on winning connected TV strategies | News | Rapid TV News http://rapidtvnews.com/index.php/2012052522056/industry-lacks-clear-direction-on-winning-connected-tv-strategies.html#ixzz1w0KSXEKi
The survey asked respondents to select which companies they felt had the most effective strategy for success in the connected TV market and found that only just over a quarter (26%) of senior industry figures felt that the Apple TV service will succeed long-term, and just less, 22%, identified Google TVs, and only 17% saw over-the-top (OTT) 800lb gorilla Netflix as having an effective long-term strategy for success.
Commenting on the results, James Eddleston, head of marketing for MPP Global Solutions, said: "This inconclusive result reflects the content of the discussion; that the connected TV market is still coming out of the early adopter phase, and even major players such as Apple, Google and Netflix are still trying to identify the best approach for success".
The issue is very pressing for MPP Global Solutions, which supplies services for firms such as Philips Smart-TV and woomi from Miniweb, and Eddleston warned that it will take time for connected TV to proliferate to the purchasing public as a whole. “As [connected TV] sales are set to increase by 70% by 2016, it is clear that this is a rapidly growing market, and developing an effective strategy is crucial for companies seeking to be part of this latest advancement in the connected revolution," he added.
Read more: Industry lacks clear direction on winning connected TV strategies | News | Rapid TV News http://rapidtvnews.com/index.php/2012052522056/industry-lacks-clear-direction-on-winning-connected-tv-strategies.html#ixzz1w0KSXEKi
