SUNRISE GMBH
Increased consumption of OTT content & video-on-demand driving IPTV growth The global IPTV ( Internet Protocol Television ) market is expected to reach US $ 150bn by 2025 .
As a telecoms operator , Sunrise is playing a key role in its growth , offering bundled packages of voice , video , and data services to their customers . The business pressure is multifaceted coming from big tech providers , DTC streaming services as well as the growing importance of Smart TVs and streaming devices as viewing gateways for OTT ( over-the-top media services ).
Partnerships between service providers and content libraries are also contributing to the growth of IPTV services . The IPTV sector is witnessing mergers and acquisitions as a relevant opportunity of this expanding market , as for instance Sunrise ' s collaboration with CH Media .
In other words , media consumption is increasingly digitising and moving netward . “ Aggregation has become both an opportunity and competitive at same time ,” says Campanale , “ Due to the shift of the pay TV market toward a supermarket model .”
Retailers agencies and value-added services In the traditional Pay TV model , service providers get licence content from suppliers and offer it to customers through predefined packages .
However today , operators are transforming more in a supermarket for third-party apps embedded in the set top-box and platform . “ That ’ s why the value-added service is fundamental ,” says Campanale . “ The more products are bundled , the more we are offering good value for money to consumers . Another example is the development of AVOD ( advertising video on demand ) – or personalisation in general .”
Campanale says that on the technology side , the challenge surrounds the evolution of the platform : “ We are strong on RDK , but it doesn ’ t mean we don ’ t look at the evolution of Android or SmartTV ( such as Tizen and WebOS ).
“ The increase in Smart TVs and streaming hardware devices is putting pressure on technology and innovation , as well as Big tech companies such as Amazon , Google and Apple on the home ecosystem .”
Campanale says : “ We are facing these challenges adopting for instance a modular frontend strategy in the entertainment development , covering multiple platforms
300 May 2023