TelcoTV 2008

Motorola Challenges Rivals by Adding Integration and Support Services to Its IPTV Proposition

| Nov 12, 2008 | Digital Media Infrastructure | Show Update

| Analyst: Yoav Schreiber

Current Perspective: Positive Vendor Importance: High Market Impact: High

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Event Summary

November 10, 2008 -- Motorola announced a suite of services to help service providers design, deploy, and integrate IPTV systems. The Motorola IPTV Ecosystem Integration and Support Service can help service providers customize their IPTV deployments to meet their specific requirements, enabling them to roll out new products and services more rapidly and cost effectively.

Analytical Summary

• Current Perspective: Positive on Motorola’s announcement of its IPTV Ecosystem Integration and Support Service, because the formal addition of this suite of services to its IPTV portfolio bolsters the company’s proposition as an end-to-end provider and lead integrator for operators looking to deploy IPTV services. Coinciding with the start of the Telco TV 2008 conference, the announcement enables Motorola to market unique credentials such as its proven video deployment leadership and lead video integrator status for Verizon’s FiOS service, in front of a broad North American service provider audience looking to either enhance their first-generation IPTV service or inaugurate new IPTV service launches with reduced complexity, cost, and risk.

• Vendor Importance: High to Motorola, which needs to deliver a compelling value proposition to help service providers minimize IPTV service rollout time and expense as they continue to face vendor product and platform heterogeneity. By translating expertise gained from its expansive video infrastructure deployments – in particular IP-based set-top-boxes (STBs) – Motorola can market its validated IPTV design, deployment, and integration efforts to service providers in North America and beyond. To that end, the initial customer endorsement by Connexion Technologies (an FTTH network provider to residential and hospitality properties) provides a tangible proof-point to Motorola’s capability to leverage its deployment expertise and global services resources for successful IPTV rollouts.

• Market Impact: High on the overall digital media infrastructure (DMI) market, as well as the IPTV/IP Video solutions market where Motorola competes directly with major rivals such as Alcatel-Lucent, Cisco, Ericsson, Nokia Siemens Networks, Thomson, and UTStarcom that possess a global services organization to buttress their IPTV solution delivery efforts. These vendors should counter Motorola’s announcement as being reactive and defensive, given that they have been aggressively marketing their integration skills early in the IPTV market. In addition, rival vendors should highlight their own capabilities and credentials, which give them overall IPTV integration and service leadership based on factors such as deployment credentials, IPTV middleware ownership, and video delivery integration expertise.

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Current Perspective

Competitive Positives and Concerns

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