2:15 PM -- J.T. Taylor, product marketing manager for Scientific Atlanta , led a pretty interesting talk during Cisco Systems Inc. (Nasdaq: CSCO)'s TelcoTV pre-conference workshop on IPTV.

A few interesting numbers he threw out there:

PVR and VOD, he says, are complementary technologies that help service providers increase customer satisfaction and reduce churn.

While PVR and VOD seem to be the leading applications driving customer satisfaction for video services, Taylor says service providers have to work better on creating value from bundled packages.

Today's bundles, he argues, "for consumers, are about spending less to get more."

But in the future, he believes service providers will need to depend further on integration among different services and different devices -- the "any content, on any screen, on any device" value proposition that we hear so much about.

Integration, Taylor says, will allow service providers to make their bundles about "spending more to get more."

— Ryan Lawler, Reporter, Light Reading