Over-The-Top (OTT) revolution

For generations of viewers, television was essentially a passive, watch-what-was-scheduled activity centered on a single living room screen. But times — and consumers habits —have changed. Today's ubiquitous Internet access on PCs, tablets, mobile devices, and increasingly, to in-home televisions, has created far more sophisticated and proactive viewers and is fueling the dramatic growth in video services delivered on-demand to many types of devices (TV, PC, Mobile Devices, Laptop, Netbooks, PAD's).

As a result, companies across a variety of industries are looking to OTT capabilities, which provide technology to deliver the video content over Internet broadband connections to televisions, PCs, or mobile devices. These capabilities hold significant implications for both consumers and industry players.

OTT is a supremely disruptive technology that creates both threats and opportunities: changing how consumers access video entertainment, reshaping how content and communications companies deliver it, and encouraging new players to bypass traditional channels and gatekeepers to open direct relationships with viewers and subscribers.

OTT puts consumers at the center of vastly changed broadcast and communications landscape, a landscape that will be defined by mobility, new payment preferences, and the nonlinear consumption of digitized content across a multi-screen environment.

OTT Benefits

Organizations can leverage OTT to gain a range of advantages, including:

• Control costs while they evaluate and refine an appropriate OTT business model
• Transform media content into on-demand offerings across the multi-screen environment
• Reduce time-to-market by streamlining service integration, delivery, and rollout
• More easily manage dynamic changes to metadata and business models
• Accelerate the acquisition, management, and delivery of media assets
• Consolidate workflow/automation planning across internal departments and external partners
• Create a more granular and satisfying approach to content rights, distribution, and encryption management
• Facilitate third-party integration though standards based web service interfaces

HP Intel CME Solution Center’s expertise

HP can assist organizations in the development and deployment of an OTT solution, with direct solutions or ecology support for the preparation, storage, and delivery of digital content. HP offers a broad spectrum of mature communications and media, and business technology outsourcing capabilities, including enterprise-class computing platforms, scalable media storage, and content delivery network solutions.

OTT oriented solutions include:

• Centralized control room management of video infrastructure
• Sophisticated media workflow, ingest, and automation solutions
• Multi-screens solutions
• Video QoE software to maintain customer satisfaction and value
• Software solutions to build and support interoperable free and paid web TV systems
• OTT-oriented market modeling, financial planning, and other strategic business services
• A robust partner ecology offering solutions for transcoding, editing, asset management, quality checks, programming, and more

Those solutions are backed by decades of proven experience serving leading media, entertainment, and communications organizations, and are backed by global professional services support and strong IP in the digital media environment. Leveraging cloud services, remote storage, and other advanced technologies, HP can help organizations drive costs down during the critical evolutionary phase of the OTT business model.

Learn from the view point paper:
» Joining the Over-The-Top revolution