Light Reading
Tru2way seemed a cable industry & consumer electronics retail force at its International CES debut in 2008. Here's how it flopped

Tru2way: Epic Fail at Retail

Jeff Baumgartner
LR Cable Reports
Jeff Baumgartner
1/4/2011
50%
50%

Three years ago, tru2way had its coming-out party at the International CES as the annual gadgetfest welcomed Comcast Corp. (Nasdaq: CMCSA, CMCSK) Chairman and CEO Brian Roberts as the first ever keynoter from the cable crew to grace the CES stage.

It was supposed to mark the start of the retail era for tru2way, the new consumer-facing brand of the OpenCable Platform, a set of "open" CableLabs specs that defines a common headend and software architecture for TVs, set-tops and other types of interactive "hosts." Heck, it even had its own logo.

Panasonic Corp. (NYSE: PC), a giant of the CE world, placed some big bets, too, by promising to release new tru2way TV sets while it collaborated with Comcast on a range of tru2way boxes, including a portable DVR that never saw the light of day. (See Comcast, Panasonic Unveil Portable DVR .)

Although tru2way will continue to play an important role in leased boxes, it's abundantly clear now that tru2way is a retail failure.

The culprits are many: tru2way failed to evolve beyond cable; consumer demand for tru2way products was nonexistent; the platform had trouble generating support beyond major US MSOs. On top of that, several CE companies balked at tru2way's restrictive licensing terms, certification hurdles, and integration costs (over $200 per device, by most estimates). And, instead of going through all that trouble, most TV manufacturers found it easier to spruce up their products with over-the-top (OTT) video strategies that were largely under their control, and not the cable industry's.

The partnerships that came out of tru2way efforts did help cable squelch a competing effort called DCR+. But now, the cable industry must get ready to face a possibly more problematic (and expensive) challenge with the emergence of the Federal Communications Commission (FCC) 's ambitious "AllVid" initiative. (See All About the FCC's AllVid.)

Here's a look back at the more significant tru2ways hits and misses over the last three years, along with a predictions on what to expect at this week's CES:

— Jeff Baumgartner, Site Editor, Light Reading Cable

(0)  | 
Comment  | 
Print  | 
Page 1 / 4 Next >
Newest First  |  Oldest First  |  Threaded View
More Blogs from LR Cable Reports
Here's a handy guide to some of the product announcements from The Cable Show 2011
Here's a handy guide to some of the more significant product announcements from The Cable Show 2010
Lost in the RFoG?
  • Who's in it?
  • What are they up to?
  • Who's Who in telco home gateways:
    * Boxes
    * Management
    * Chips & Software
    Flash Poll
    LRTV Custom TV
    A New Security Paradigm in SDN/NFV

    7|28|14   |   02:54   |   (0) comments


    Paul Shaneck, Global Director Network Solutions for Symantec, discusses the evolving virtualized network, explaining how Symantec is leading the security discussion as it relates to SDN and NFV, and helping to ensure the network is protected and compliant.
    LRTV Documentaries
    Sprint's Network Evolution

    7|24|14   |   14:59   |   (0) comments


    Sprint's Jay Bluhm gives a keynote speech at the Big Telecom Event (BTE) about Sprint's network and services evolution strategy, including Spark.
    LRTV Documentaries
    BTE Keynote: The Software-Defined Operator

    7|24|14   |   18:43   |   (1) comment


    Deutsche Telekom's Axel Clauberg explains the concept of the software-defined operator to the Big Telecom Event (BTE) crowd.
    Light Reedy
    Numbers Are In: LR's 2014 Salary Survey

    7|24|14   |   1:25   |   (7) comments


    Our fourth annual Salary Survey paints a picture of who's hiring, firing, earning, and yearning for a change in the telecom industry.
    LRTV Custom TV
    Driving the Network Transformation

    7|23|14   |   4:29   |   (0) comments


    Intel's Sandra Rivera discusses network transformation and how Intel technologies, programs, and standards body efforts have helped the industry migration to SDN and NFV.
    LRTV Custom TV
    Distributed NFV-Based Business Services by RAD

    7|18|14   |   5:38   |   (0) comments


    With the ETSI-approved Distributed NFV PoC running in the background, RAD's CEO, Dror Bin, talks about why D-NFV makes compelling sense for service providers, and about the dollars and cents RAD is putting behind D-NFV.
    LRTV Custom TV
    MRV – Accelerating Packet Optical Convergence

    7|15|14   |   6:06   |   (0) comments


    Giving you network insight to make your network smarter.
    LRTV Custom TV
    NFV-Enabled Ethernet for Generating New Revenues

    7|15|14   |   5:49   |   (0) comments


    Cyan's Planet Orchestrate allows service providers and their end-customers to activate software-based capabilities such as firewalls and encryption on top of existing Ethernet services in just minutes.
    LRTV Custom TV
    Symkloud NVF-Ready Video Transcoding, Big Data

    7|9|14   |   3:41   |   (0) comments


    Kontron and ISV partner Vantrix demonstrate high-performance video transcoding and data analytic solutions on same 2U standard platform that is ready for SDN and NFV deployments made by mobile, cable and cloud operators.
    LRTV Huawei Video Resource Center
    The Evolving Role of Hybrid Video for Competitive Success

    7|4|14   |   4:09   |   (0) comments


    At Huawei's Global Analysts Summit in Shenzhen, China, Steven C. Hawley from TV Strategies speaks to us about the evolving role of hybrid video for competitive success.
    LRTV Huawei Video Resource Center
    How CSPs Leverage Big Data in the Digital Economy

    7|4|14   |   4:48   |   (2) comments


    Justin van der Lande from Analysys Mason shares with us his views on how telecom operators can leverage customer asset monetization with big data. His discusses the current status of big data applications and the challenges and opportunities for telecom operators in the digital economy era.
    LRTV Huawei Video Resource Center
    Accelerator for Digital Business – Future Oriented BSS

    7|4|14   |   3:08   |   (0) comments


    Mobile and internet are becoming intertwined; IT and CT are integrating; and leading CSPs have begun to transform to information service and entertainment providers. How should the BSS system evolve to enable this transformation? Karl Whitelock, an analyst at Frost & Sullivan, shares his views.
    Upcoming Live Events!!
    September 16, 2014, Santa Clara, CA
    September 16, 2014, Santa Clara, CA
    October 29, 2014, New York City
    November 6, 2014, Santa Clara
    November 11, 2014, Atlanta, GA
    December 9-10, 2014, Reykjavik, Iceland
    June 9-10, 2015, Chicago, IL
    Infographics
    Packet Design asks network professionals how they handle the cloud, SDN, and network management.
    Hot Topics
    Is Windstream Boldly Setting a New Trend?
    Carol Wilson, Editor-at-large, 7/29/2014
    U-verse Growth Slips But Still Strong
    Alan Breznick, Cable/Video Practice Leader, 7/24/2014
    Pics From Comic-Con -- Honest!
    Mitch Wagner, West Coast Bureau Chief, Light Reading, 7/30/2014
    If Not Muni Networks, Then What?
    Carol Wilson, Editor-at-large, 7/28/2014
    Verizon Applies 3G Throttling Policy to LTE
    Sarah Reedy, Senior Editor, 7/25/2014
    Like Us on Facebook
    Twitter Feed