Seat at the Table

We are release a new report that addresses how companies in IPTV related industries can overcome some of the negative views now rolling out.  I think it’s worth reading if you work in any industry that is falsely accused of overhype.(Here’s a link to the PDF of the report or go to http://www.fortexinsight.com/)

What’s that?  It’s when people accuse something of being overhyped when, in fact, it may be underhyped.  OK, so it’s my made up definition…but it’s also a very real problem for IPTV.  IPTV has had a recent run of articles accusing it of being overhyped (thank you, Gartner hype cycle) and of disappointing high expectations, even though it’s barely rolled out.   And, yes, I do blame the Gartner hype cycle.  While I think their hype concept cycle is a good one, I think it also sets the expectation that the technology will next disappoint.  With IPTV, that’s already starting to happen, but only becuase the hype was too fast (it hasn’t even really rolled out) and too shallow (the real potential of IPTV is barely discussed).

The real problem is that the IPTV story being told lacks vision.  It’s basically being tossed around as a 1000 channel alternative to traditional cable and satellite TV.  To that I say……oh excuse the giant yaaaaawn.

Where are all the stories about how IPTV means video games can be delivered right to your gaming console, how any album can be played on a home stereo any time, how you can have TV channels customized to your viewing habits, how you can have 1000 YouTube channels, how it can be affordable to have a hamster walking channel for the 12 people interested?

If IPTV were to be seen not in the context of a competitive technology but in the context of taking the Internet from being a connection to your PC to a connection for the whole home, the hype might be seen as being too modest.  I’d like to see companies take that approach as IPTV starts falling down Gartner’s hype cycle to the disappointment level.  Perhaps it might be a case where the best defense is a good offense.

If IPTV were to be seen not in the context of a competitive technology but in the context of taking the Internet from being a connection to your PC to a connection for the whole home, the hype might be seen as being too modest.  I’d like to see companies take that approach as IPTV starts falling down Gartner’s hype cycle to the disappointment level.  Perhaps it might be a case where the best defense is a good offense.