IPTV Bogeymen: 2 Down, 1 Still Looms

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shygye75 12/5/2012 | 4:18:51 PM

re: IPTV Bogeymen: 2 Down, 1 Still Looms

Thanks for the report, Carol. These surveys are good reality checks for the industry. We tend to focus all our attention at the high end of the technology scale; for mass-market consumer services, the action points tend to be at a more practical level. As you suggest, the price issue may not be what video service providers want to hear, but it's what's driving buying patterns in the U.S. consumer market. For the record, the HR survey included responses from more than 500 consumers nationwide. And it's a base that's relatively tech-friendly, since the survey was conducted online. In other words, the results may actually be slightly biased toward advanced services -- and yet the numbers aren't very compelling.

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ycurrent 12/5/2012 | 4:18:48 PM

re: IPTV Bogeymen: 2 Down, 1 Still Looms

Broad swipes at the OTT threat tend to focus on the wholesale loss of video subscribers, forgetting that these subs were initially won based on segmented marketing campaigns.  So, OTT will likely present different threats to different subscriber segments.  Easier to defend against a more defined threat.

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cnwedit 12/5/2012 | 4:18:47 PM

re: IPTV Bogeymen: 2 Down, 1 Still Looms

Good point, Dennis, about the advanced features. I think the most recent J.D. Power & Associates surveys back up Adi's research - cord-cutting is more about price-sensitivity than love of OTT. People are cutting the cord or cutting back their service to save money during tough times.

At a TelcoTV session I moderated today, a Wisconsin service provider said price isn't what his customers SAY they value most - but churn does tend to happen most often when a competitor is offering some new cut-rate deal.

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