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Toys Interview - October 2001 - [Home Page] |
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HomeToys Interview In addition to multi-channel television, iMagicTV’s software enables the delivery of a host of interactive television services such as Video-on-Demand and the ability for service providers to customize their channel line-up from a potentially limitless selection of channels. These services represent another opportunity for the service provider to offer new, unique applications to customers that serve to grow their revenue base and differentiate them from their competitors. |
1. What does iMagicTV do?
Simply put, iMagicTV is an infrastructure software company. We develop and market a suite of products to telephone companies and other service providers that, when installed in their networks, allows them to deliver multi-channel digital television and interactive television services. With our software in place, they can offer this entirely new service over their existing IP network. This is a powerful offering for the service provider in that they do not need to sink large amounts of capital into rebuilding their networks in order to deliver these services. They place it in the network and they can begin offering applications that can nearly double their revenue potential. For the consumer, it gives them a chance to pay a single, bundled bill for their telephone, television and Internet services, offering them savings and convenience. In addition, it opens up a host of new services including television-commerce, video-on-demand services, personal video recording applications, TV over the PC and more. In short, iMagicTV offers carriers the chance to capitalize on their current infrastructure and add the services they need to become 21st century service providers.
2. Can you discuss the applications that are available through this technology?
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In addition to multi-channel television, iMagicTV’s software enables the delivery of a host of interactive television services such as Video-on-Demand and the ability for service providers to customize their channel line-up from a potentially limitless selection of channels. These services represent another opportunity for the service provider to offer new, unique applications to customers that serve to grow their revenue base and differentiate them from their competitors. For the consumer, in addition to experiencing the entertainment benefits of futuristic services, they can receive them without the need to purchase additional hardware components. iMagicTV enables these services through the network and a single set-top box.
3. How is it different from TiVo?
Once fully developed and deployed, iMagicTV’s, Virtual VCR TM software will give the service provider the ability to deliver the personal video recording (PVR) capability that is realized through TiVo’s hardware. In addition, iMagicTV will enable the same kind of time-shifted video service that TiVo offers, but it will be delivered to the consumer through the service provider’s network. Think of it the way the answering machine evolved into voicemail. Once deployed, the consumer will not have to spend money on a costly piece of hardware or even a VCR in order to experience PVR functionality. They simply call their network operator and ask for a certain program(s) to be recorded and the program is actually recorded in the network and played back when they wish, saving the cost of video tapes as well as limited hard drive space.
Finally, iMagicTV markets its entire suite of services directly to the service provider whereas TiVo and Replay sell a separate box to customers directly.
4. Can on-demand services actually work? Why?
Absolutely. But like every new service or product introduced to the consumer, on-demand services must possess two critical components—the technological capability and the business need. The technological capability is certainly there. With the advent of advanced broadband access technology like ADSL, VDSL, gigabit Ethernet and so on, there is more than enough bandwidth available for service providers to deliver on-demand services like videos and games. In addition, MPEG 2 compression technology has opened up new possibilities in the delivery of high-bandwidth services.
The business need for these products is also quite compelling. Telcos today face the difficult challenge of holding onto a customer base that is being wooed by cable operators who are bundling voice and high-speed Internet with their existing offerings and delivering them to consumers. They need to find a way to seize upon the deregulation trend. The way to do that is through offering value added services that consumers actually want in a way that is economically feasible for the service provider.
This is why iMagicTV firmly believes network-enabled VoD will win over other hardware-based options. The technology is present in most telco networks to accommodate VoD. Plus, allowing the customer to receive this service without requiring them to buy a piece of hardware, makes it much more attractive.
5. When will iMagicTV be available to the consumer and what will it cost?
iMagicTV is currently available to telcos and service providers all over the world. Since the company sells its products and services directly to telco and telco-like companies, who re-brand it under their own name and sell those services to consumers, the average consumer will be unaware that iMagicTV’s technology is what is making it possible for them to experience these next generation services.
6. Will iMagicTV replace my existing cable TV or be an additional service?
With the consumers who are currently using iMagicTV’s technology, we are finding that our services are replacing their pre-existing cable services. By implementing iMagicTV’s technology into their current service bundle, telephone companies can more effectively compete with the cable companies that are offering a full bundle of video, data and voice services.
7. Where will I sign up for iMagicTV and who will install it?
If your telephone company were to commercially deploy iMagicTV’s services, then you would purchase those services directly from your service provider. How the telephone company decided to market those services—either as a stand-alone application or part of a full-service bundle—would determine the purchase package. The telephone company would install it
As Director of Marketing, Rob is responsible for the definition, evolution and global marketing of key iMagicTV products and services for Europe, the Middle East and Africa. Prior to joining iMagicTV, he worked in Product Management and Marketing roles at one of Canada's leading telecommunications providers. Rob has acquired extensive business to business marketing and telecommunications experience in the areas of Data Communications, Internet Products and emerging services. Rob is based in iMagicTV's European Headquarters in Cambridge, UK.
