announced that Heavy Reading
has discovered new revelations about consumer attitudes toward telco TV in its soon-to-be unveiled 2009 survey, “Making TV Pay: The Telco Challenge.” The new consumer survey, which looks at service provider preferences, satisfaction levels, and churn drivers will be presented by Heavy Reading Research analyst, Aditya Kishore at TelcoTV09) on Wednesday, Nov. 11, at noon EST in Room N220G at the Orange County Convention Center in Orlando, Fla. While many trends identified last year are reinforced by this year’s survey, one of most notable differences is that service bundling is becoming a real competitive advantage for telcos.
“Service bundling has long been an inherent capability of telcos, and it appears that effective marketing strategies, combined with pricing, improved customer service, and faster and more reliable service is really becoming the boon telcos need to stay competitive,” says Kishore. Another highlight of the 2009 survey is consumer adoption of over-the-top video, with insight into its market disruption potential.
The new study also analyzes changes in consumers’ thinking, helping companies across the IPTV value chain identify current market trends and consumer attitudes enabling more targeted, cost-effective marketing programs and service offerings.
As with last year’s study, the new research emphasizes consumer perceptions of telco TV service providers and their newest consumer video services offerings. Video service providers can glean insights into the services required to gain new subscribers and keep existing ones in the increasingly competitive market and sluggish economy. As the nation continues to face poor economic conditions, Kishore’s presentation of study findings will show how these conditions affect the pay TV business. In addition, the study covers the following key issues:
- Current pay TV subscriptions, length of tenure, and selected providers (cable, satellite, telco)
- Primary decision drivers for selecting current pay TV providers
- Churn drivers and reasons for leaving previous providers
- Satisfaction levels with current services across various criteria such as price, channel choices, dependability, and customer care
- Interest in advanced services such as DVR, VoD, interactive TV, and HDTV
- Multiservice bundling, plans to change providers, and likelihood of selecting a telco for TV service
- Internet video preferences
TelcoTV provides a comprehensive overview of the changing telecom video landscape, with presentations delivering meaningful insight into, and analysis of, the evolving world of entertainment convergence, plus more than 100 exhibitors showcasing the latest solutions and products for the IPTV and video markets. It is a joint production of Techweb and NTCA. This year’s event will be held November 10-12, 2009 at the Orange County Convention Center, Orlando, Florida.