Game Advertising Spending to exceed more than $2 Billion in 2012

Game advertising spending in the U.S. will grow from $370 million in 2006 to more than $2 billion in 2012, according to Electronic Gaming in the Digital Home: Game Advertising, a new report from Parks Associates. Over that time, game advertising will achieve a compound annual growth rate (CAGR) of 33%, much higher than that of other major advertising media, including TV, radio, print, and the Internet.


“Advertising in electronic games had an average monthly household expenditure of less than 50 cents in 2006, while broadcast TV was at $37, meaning advertisers are not using the gaming medium to its full potential,” said Yuanzhe (Michael) Cai, director of broadband and gaming, Parks Associates. “If executed correctly, game advertising can provide a win-win solution for advertisers, developers and publishers, console manufacturers, game portals, and gamers.”

Electronic Gaming in the Digital Home: Game Advertising paints a complete picture of the fledging game advertising industry. The report includes analysis and forecasts for different game advertising models and provides profiles of 26 key players in the game advertising industry and comprehensive consumer perspectives.

Carriers as "Experience Providers"

Summary information from Day 2: CONNECTIONS™ May 2007, hosted in Santa Clara, CA.

Carriers as "Experience Providers"

This panel addresses the new focus on consumer experiences with an examination of changing business models, enabling solutions for service providers, and fixed-mobile convergence trends.

Jay Deen, Vice President of Technology, Casero, Inc.
Kai Hackbarth, Requirements Chair, OSGi Alliance
Keith Higgins, VP, Marketing, Stoke, Inc.
Ellis Lindsay, Home Networking and Digital Lifestyle SME, Alcatel-Lucent
Kirk Munroe, Director, Product Management, Radialpoint
John Ulm, Fellow of the Technical Staff, Connected Home Solutions, Motorola, Inc.
Moderator: Yuanzhe (Michael) Cai, Director, Broadband & Gaming, Parks Associates

In 2006, U.S. broadband penetration reached 50% while bandwidth costs year over year have been plummeting. The next step is for service providers to move beyond selling raw bandwidth and start focusing on smart bandwidth and smart-home applications. They need to leverage the multiple screens they own and deliver cross-platform experiences based on convergence networks. The panel discussed this transition, including what’s happening and what’s to come. The panel also addressed the opportunities for hardware and software solution providers. For instance, a residential gateway is likely to be a key enabling platform for service providers. France Telecom has shipped more than 4 million LiveBoxes to date, and their success with the “unik” fixed-mobile convergence phone service is partially because of the large installed base of LiveBoxes.

Bundling is another megatrend in the carrier market. Cable MSOs are killing telcos in certain markets due to their triple-play success. Fifty percent of Comcast’s new broadband subscribers in Q1 2007 churned from telecom carriers. Consumers are likely to focus first on discounts and on-bill convenience but will eventually demand convergence features. Carriers need to make sure they educate consumers along the way.

Right now, the most successful VAS offerings on the broadband platform are still PC and home network security, although other services are gaining traction. According to Radialpoint, 15% of customers for their carrier clients buy security services from broadband carriers, and it has become a sizable revenue stream. The next step is to provide network-based backup, sharing, and community services. Exclusive content may also be a differentiator, and major carriers have begun investing heavily in content.

Another topic discussed was that consumers don’t always need to foot the bill for the services they receive. Carriers can become arbitrators between consumers and businesses to provide “validated bandwidth” in a similar way to restaurants validating parking for their patrons. However this requires carriers to know more about their subscribers and leverage that knowledge in order to deliver targeted advertisements relevant to consumers. Carriers have not monetized user information very well and have a long way to go before they can catch up with Google and other over-the-top providers. Over-the-top is definitely a threat, but quality will always be important – and carriers can provide that quality with their managed network. Carriers have also begun to use more white-label solutions instead of partnering with companies like Yahoo! and MSN for their Internet services.

IMS will be an important platform if the industry is to realize this vision of experience-based services. Carriers need to improve both the front and back ends of their platforms. Right now the technology is still at an early stage, but investment in the next few years will be significant. IMS will enable carriers to provision new services on the fly. Right now developers have demonstrated only limited applications, but IMS is like IP — it has unlimited potential. However, it will take many years for carriers to transition to the IMS platform. Having the ability to provide both wireless and wireless services will also be extremely important for large carriers. The cell phone will be the key for consumers to access other personalized services, and with more and more broadband-enabled cell phones on the market, broadband solution providers need to begin addressing this platform. Universal parental control and security will also be important. In the end, if carriers can make consumers’ lives easier and more comfortable, they’ll make money.

Delighting the Consumer: Exceeding Expectations for Digital Lifestyles Enhancement

Summary information from Day 2: CONNECTIONS™ May 2007, hosted in Santa Clara, CA.

Delighting the Consumer: Exceeding Expectations for Digital Lifestyles Enhancement

This panel brings together companies that are leveraging consumer research, marketing prowess, and technical expertise to create new applications, services, and devices for end users to enjoy. They will discuss key steps in developing digital lifestyles solutions, from concept to the store shelf.

Ted Feldman, President/Founder, Neosonik
Hestia Lei, Executive Director, U-verse Member Marketing & Programmer Management, AT&T, Inc.
Joe Menard, Corporate Vice President, Consumer Business, AMD, Inc.
Moderator: John Barrett, Director, Research, Parks Associates

Hestia Lei spoke about AT&T’s rollout of its U-verse television services. The service is now available in 18 markets, with a total of 20,000 subscribers, and key features include a picture-in-picture feature that works with any television because it is a tunerless solution. She also noted that the U-verse solution allows for up to four streams to be recorded on the DVR, a significant difference between the AT&T service and other television services. Lei said that the marketing for U-verse has also been unique in that they are leveraging in-home demonstrations with good success. Whereas a satellite marketing effort (in-store, for example) requires on average 2.5 visits to get a customer to subscribe, AT&T is getting subscribers “on the spot.” AT&T is also looking to strengthen its U-verse community of subscribers via a magazine and a special Website.

Joe Menard began his presentation by noting that today’s bandwidth is currently a “non-delightful experience” for consumers. He called for further improvement in in-home connectivity by developing simple solutions that are truly plug-and-play. This improvement, he said, will require open standards. His call to the industry for delighting the consumer includes five key mantras:

• Things should work as promised;
• Premium content should be made easily available;
• Bandwidth needs to be improved;
• The network should have a focus of quality-of-service; and
• The solutions should be easy to understand and buy.

Ted Feldman from Neosnik said that one key consumer desire is ease-of-installation and use with such solutions as home theater and multiroom audio. Retailers and dealers are constantly turning away customers who simply want wireless speakers for their video and audio entertainment purposes at home. Up till now, he said, these solutions simply haven’t been available. However, his company has developed a wireless speaker system that has solved the critical engineering issues in order to assure an excellent sound experience. Ensuring the transmission of audio at just the right amount of time (with the minimum of delay) is absolutely essential to guaranteeing that the solution meets customers’ expectations.

Summary information from Day 2: CONNECTIONS™ May 2007, hosted in Santa Clara, CA.

Lunch Keynote — Intersection of Art and Science: The Digital Disruption of Entertainment

Lunch Sponsored by HomePNA

Presented by: Daniel Scheinman, Senior Vice President and General Manager, Cisco Media Solutions Group, Cisco Systems, Inc.

“We stand at one of the most exciting times in our industry,” said Scheinman as he began his address. The disruptions to the advertising, media, and communications industries, brought by growing broadband Internet access, the digitization of content, and the empowerment of the consumer, are building (and growing) a $1.2 trillion business. Industries, he noted, are being reshaped and creating enormous economic value.

Scheinman covered three main areas in his keynote address: 1) What the recent disruptions mean for the technology industry; 2) What the impact will and should be for media companies; and 3) Cisco’s role in shaping the industry.

As you look at previous eras of major technological innovation, we are just now exiting a the “WAN/LAN” timeframe and entering into a new age of consumer empowerment. This new area will be characterized by very different flows of innovation, said Scheinman. Previously, you could count on technology development flowing from universities, to money center banks, to enterprise, service providers, and finally the consumer. Now, he says, many of today’s innovations are initiated at the consumer and service provider space, and are just now being adopted by the enterprise. Two relevant examples he used were high-definition television and community-oriented networking. Cisco today has 1,500 employees using a third-party community networking site such as Facebook because the company has not yet developed its own internal community solution.

This new age of consumer empowerment will mean even stronger growth for companies in the technology space, said Scheinman. If you look at projections for worldwide revenues for communications, IT, and electronics purchases, it’s a trillion-dollar market, growing at about 5% annually. When you add in the consumer, he expects growth to jump to 10% annually, driven in large part by more rapid-than-expected surges in broadband growth in India and China. “Consumer-oriented technology,” he noted, “will become an important center for profits and revenue.”

The challenge that the empowered consumer brings to content creators is acute, Scheinman noted. Not only are the expecting higher-quality offerings, but content enjoyment is characterized by a massive increase in content availability, plus ever-increasing freedom in how and where consumers enjoy it. The increasing fragmentation of time and space is a huge challenge for the content industry, Scheinman noted, because they lack the fundamental ability to truly connect one-one-one with their audience. In the old days, the connection was generally made at retail or other third-party outlets, leaving the studios to dictate the terms in which they would distribute content. Now, the industry is at a distinct disadvantage in the consumer-as-center-of-the-world model in which we find ourselves.

Two fundamental questions that the content industry needs to answer are 1) What do people want; and 2) Where will they find it? Scheinman says that the answer to these questions lies in a significant opportunity – building communities around content. This is nothing new. After all, we had the water cooler back in the days when the broadcasters and studios were dictating the how and when terms of content enjoyment. Today, younger consumers especially are showing the first indications that entertainment tomorrow will be less about “collecting” than “community.”

Cisco’s role in the new era of community and personalized distribution of content will be significant, Scheinman predicts. The opportunities for the company in the new era lie in three specific areas – Distribute, Connect, and Discover. With its next-gen IP network, Cisco has a strong position in the distribution space, he notes. Now, with Scientific-Atlanta and Linksys as Cisco brands, Scheinman notes that consumers stand about a 50% chance of connecting through the Internet with either of those to companies’ products.

It’s the Discover phase that Dan says is the big challenge and opportunity for Cisco. The company that wins in providing best-of-class solutions for Discover will be solving two fundamental challenges facing the industry:

• How does anyone find anything (and why should they have to work to do so); and
• How do companies build a brand?

One relevant example that Scheinman discussed to answer these to questions is the work that the company did in helping the National Hockey League develop its community-oriented Website. One key and surprising finding for the NHL was the realization that far more than 10% of its fans are female, shattering preconceived notions about what the NHL’s core fan base looks like. These findings prove that successful online community development can lead to surprising results and to business growth, Scheinman said.

In conclusion, Scheinman noted that Cisco has an incredible presence at retail with Linksys and with the service provider community with Scientific-Atlanta. “If we can build the third leg with the content owners,” he said, “we’ll be very successful as a company.”

Making High-Definition Home Networks Easy: A Special Session Hosted by Pulse~LINK

Summary information from Day 2: CONNECTIONS™ May 2007, hosted in Santa Clara, CA.

Making High-Definition Home Networks Easy: A Special Session Hosted by Pulse~LINK

Can networking HD devices actually restore simplicity for the consumer? What are the value propositions with enabling whole-home entertainment networks? A panel representing content and service providers, CE companies, and others describe HANA’s latest progress in simplifying and enhancing the HD experience for consumers.

Zephra Freeman, Home Networking Business Development Manager, Digital Interface Business, Texas Instruments, Inc.
John J. Kang, Sr. Director of Business Development, Samsung Electronics Co.
Sheau Ng, Vice President, Consumer and Broadcast Technology, NBC Universal
Paul Pantera, Sr Software Engineer, 4HomeMedia, Inc.
William (Bill) Rose, President, WJR Consulting Inc.
Bruce Watkins, Co-Founder, President/COO, Pulse~LINK, Inc.
Moderator: Harry Wang, Senior Analyst, Parks Associates

Pulse~LINK sponsored this session to discuss HANA's approach in helping consumers better enjoy HD entertainment in their homes. The session featured six panelists representing CE manufacturers, content owners, 1394 chipset makers, networking silicon manufacturers, middleware developers, and integration service providers.

Harry Wang started the session by describing consumers' frustration over the setup and delivery of networked multimedia entertainment in the home and turned to the panelists for clarification on HANA's solutions. The panelists answered questions specific to their components of HANA's specifications, how the solution works, and the benefits for consumers as well as service providers and CE manufacturers. Bill Rose from WJR Consulting emphasized the benefits to consumers of one remote control for all TVs in the home. Paul Pantera from 4HomeMedia explained how his company's solution enables the same on-screen menu for every TV in the household and that OCAP standards from the cable industry will make the UI more easily developed as the HANA framework also supports OCAP standards. John Kang from Samsung showed a remote control model from his company and said that HANA helps simplify consumer use cases with one remote/one UI concept, thus encouraging sales of networked CE nodes. Zephra Freeman from TI explained the benefits of using 1394 as a reliable in-home connectivity solution with superior throughput and a proven content protection scheme, DTCP, recognized by almost all industries, including cable. Bruce Watkins added a chipset maker's perspective, that quality-of-service features of the company's UWB chipset provide guaranteed bandwidth for video streaming in the home and the chipset design is flexible enough to be compatible with either coax or Ethernet infrastructure. Sheau Ng from NBC Universal elaborated that the content industry wants and is ready to support a solution with that is simple to use but has robust security features, all of which HANA has demonstrated.

All panelists agreed that HANA is a fast-track approach with a narrower scope than Digital Living Network Alliance (DLNA). Rose commented that HANA stands to solve the most immediate needs of consumers in their living room and this focused approach will earn support from consumers. Watkins pointed out that all six companies on the panel also have seats with DLNA but they see special value in HANA's approach in tackling the critical aspect of living room entertainment. Freeman added that many components of HANA are proven technologies and they do not intend to re-invent the wheel for potential adopters. Rose provided updates on recent HANA developments – that the promoting member companies and working groups are working diligently to test technology and interoperability and that final standards will be ready for adoption in late 2007.