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[Wednesday at NAB]
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Enhancing the Bottom Line
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by Robin Berger,
~ April 16, 2008
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TV TECHNOLOGY
TELECOM2008
The NAB Telecom2008 conference wraps up with three tracks exploring the business strategies and technologies necessary to build an IPTV business.
Today offers a simultaneous two-track, day-long menu with “Telecom Technology Papers — Part II,” and a series of nontechnical presentations called “IPTV — It’s About the Content.” Both sessions run 8 a.m.–5 p.m.
Thursday’s grand finale will be Steve Shepard’s “Telecom Crash Course: Building Relevance Using IPTV to Create Market Value,” which runs 9 a.m.–1 p.m.
A highlight of today’s tech track will be “An Efficient Approach to Audio/Video QoS Monitoring for IPTV Services,” 10:15 a.m. It will be presented by Dario Ercole of Telecom Italia.
“Telecom Italia has one of the most sophisticated IPTV systems in Europe,” said John D. Abel, a partner at Lightbulb Communications consultancy, which is coproducing Telecom2008. “He knows what he’s talking about with respect to quality of service.”
Abel also stressed the importance of the last two papers. Sanjay Dhar, director for product marketing, RGB Networks, will present “Targeted Advertising: The Opportunity and Delivery Architecture” 4:10–4:30 p.m. It will be followed by “The End of Advertising as We Know It,” by John Zeeman, director of Digital Media, Global Communication Sector Services, IBM.
“Written by engineers, they are the first papers that we received that talk about how advertising is going to be changed in the IPTV world,” Abel said. “Last year we had no presentations on advertising.”
For those who are less technologically inclined, “IPTV — It’s About the Content,” includes an update on targeted marketing and advertising from Verizon, and a panel presentation geared to regional carriers.
The first, “Unique Telco Content,” 10:25–11 a.m., will be presented by Sarah Katt, Content and Business Development, Verizon FIOS TV and FiOS 1 Local Channels. The “Content Production Potpourri — Hot Products for Producing Local Content” panel will take place 3:45–5:30 p.m.
MARKET VALUE
Thursday’s session takes an in-depth look at Shepard, principal and cofounder of the Executive Crash Course Company and a 29-year veteran of the telecommunications industry. He has written more than 30 books, and numerous industry magazine articles, and has participated in and produced webinars, podcasts and training videos. Shepard is also an internationally sought after speaker and consultant, with clients in more than 70 countries.
Shepard said his seminar will break down “market value” in terms of enhancement, reach and differentiation. According to Shepard, attendees will gather an understanding of what IPTV is and isn’t, strategies for deploying IPTV and an understanding of the benefits that IPTV makes possible, as well as an awareness of the challenges that it presents.
Shepard said his target audience is “any individual or company that recognizes that IPTV may be in their future.” This often brings together three disparate groups — service providers, content providers and manufacturers.
“This is what I do for a living — I work a lot with all three of these sectors (telecom, media, technology),” Shepard said. “I will present material that is specific to each sector, but also present items that are, in fact, common to all the sectors.”
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