One of the big benefits of IPTV is its flexibility as a content delivery platform. Bits are bits are bits, which means that in the great hypothetical world of IPTV heaven, consumers should be able to receive virtually anything through a TV or other networked display. Want to access a concert? Buy swag? Download a ringtone? It’s all possible. And increasingly, that scenario is exactly what people expect.
In a CES 2009 preview, Motorola today launched an update for its Communications Convergence Engine (CCE) software that allows IPTV operators to manage and personalize content across multiple domains. For example, for a sports-loving subscriber, an operator could design a package with on-demand access to all college basketball games, video clips with analyst commentary downloadable anywhere (TV, PC, cell phone, etc.), digital coupons for fan gear, and a selection of sports pics and ringtones. The package would include a variety of content types and three-screen access for subscribers – ideal for consumers, and ideal for revenue-seeking IPTV providers.
CCE Storefront works by abstracting and centralizing key system information for operators, providing a consistent view of everything coming into and being distributed by the IP network. (More detail available here and in upcoming posts) Through a combination of software-based tools and the Storefront interface, IPTV operators can use the Motorola CCE platform to manage an infinite catalog of content and tailor it for specific audiences. Ultimately consumers end up with a “storefront” experience as well, able to browse personalized catalogs of content – virtually any kind of digital asset – across multiple devices.
Considering what can be defined as a digital asset, the possibilities are endless. Maybe it’s not exactly an app store, but a Storefront on your TV isn’t far off either.
Here are a few more details:
- CCE Storefront 1.0 is an update to the existing Motorola CCE platform
- The CCE platform is currently in use by tier-one and tier-two operators (including AT&T for U-verse)
- Motorola CCE is derived from the Leapstone acquisition made back in 2007