Interactive TV, SWOT Analysis
Vr. 5, tv-swot.htm Author: Oliver
Bromley, Jan.2001
Contents
1. Executive Summary
Distinctions between TV, console and computer use may
become blurred as technologies advance. High band
width from cable and satellite plus user friendly
interfaces may combine with a killer application,
such as unlimited real time film selection, to broaden
the market for professional services and web hosting.
Three aspects of iTV are:
Electronic Programming Guides
If you're a
digital-cable subscriber or satellite user you
will be able to take advantage of electronic
programming guides (EPGs), the first phase of iTV. EPGs
let you sort through upcoming shows, set alarms for your
favourite programs or automatically program your VCR.
Enhanced TV
"Enhanced TV" basically makes
television programming "clickable," allowing TV viewers
to pull up additional information or place viewing orders using
their remote controls.
Total iTV
The TV being used to browse the
Web and take advantage of tools like e-commerce, chat and e-mail.
2. Strengths
The company has good ongoing relations with various clients,
some of them being international. The dedicated staff and
the strong management team enable quick adaptation to rapidly
changing requirements.
3. Weaknesses
So far the company has limited exposure to the technologies and key players
involved in Interactive Television. The UK staff are not
well travelled, are not European in their outlook and generally have poor
language skills.
4. Opportunities
Since the iTV market is in flux there are opportunities
to exploit new technologies or combine existing ones
in new ways. The big opportunity is to extend the user base
through a more accessible medium than a PC.
With the enormous growth forecast for interactive TV audiences
worldwide, from nearly 17 million homes in 2000 to 179 million
homes in 2005 , the potential of this market is vast.
There is a lot of interest in Enhanced TV Services.
In a residential consumer survey published in July 2000,
79% of consumers expressed an interest in using the
"further information facility". This response illustrates
that consumers are actively requesting more information
about programmes and advertisements.
Other companies may have existing business relationships
with the decision makers and get a foothold on new business.
Having gained initial contracts their staff will understand
how to apply these technologies. These companies will then be
better positioned due to having reference sites,
exposure to the technology and a base of core technical
solutions which can be rapidly reassembled in different
configurations for other clients.
The technologies are moving swiftly creating
a continual retraining burden.
