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Trabajo Fin De Master Análisis Y Planteamiento De Modelos De Negocio De Video Over the Top (Ott)

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Trabajo Fin De Master Análisis Y Planteamiento De Modelos De Negocio De Video Over the Top (Ott) UNIVERSIDAD POLITECNICA DE MADRID FACULTAD DE INFORMÁTICA TRABAJO FIN DE MASTER ANÁLISIS Y PLANTEAMIENTO DE MODELOS DE NEGOCIO DE VIDEO OVER THE TOP (OTT) Autor: Héctor Valero Moya Tutor: Iván Rejón Pego 04/07/2014 II ÍNDICE ÍNDICE .........................................................................................................................................................................III ÍNDICE DE IMÁGENES ..........................................................................................................................................IV GLOSARIO DE TÉRMINOS ................................................................................................................................. VII 1 RESUMEN EJECUTIVO ...................................................................................................................................1 1.1 RESUMEN .................................................................................................................................................1 1.2 ABSTRACT ...............................................................................................................................................3 2 INTRODUCCIÓN/OBJETIVOS.......................................................................................................................5 3 DESARROLLO ....................................................................................................................................................7 3.1 PATRONES DE COMPORTAMIENTO..............................................................................................7 3.1.1 NUEVOS PATRONES DE COMPORTAMIENTO......................................................................7 3.1.2 CONCLUSIONES. CAMBIOS EN LOS PATRONES DE COMPORTAMIENTO .............18 3.2 ÚLTIMAS TECNOLOGÍAS VIDEO DIGITAL...............................................................................20 3.2.1 DVB.......................................................................................................................................................20 3.2.2 IPTV ......................................................................................................................................................21 3.2.3 VIDEO OTT ........................................................................................................................................22 3.2.4 COMPARATIVA IPTV Y OTT ......................................................................................................23 3.2.5 CONCLUSIONES. POSICIONAMIENTO Y FUTURO............................................................24 3.3 EL SECTOR DE LAS TELECOMUNICACIONES ........................................................................25 3.3.1 CARACTERIZACIÓN DEL ENTORNO ......................................................................................25 3.3.2 EVOLUCIÓN DE MERCADO........................................................................................................25 3.3.3 COMUNICACIONES........................................................................................................................27 3.4 EL NEGOCIO OTT ................................................................................................................................32 3.4.1 DEFINICIÓN.......................................................................................................................................32 3.4.2 MODELOS DE NEGOCIO OTT.....................................................................................................39 3.4.3 IMPACTO SOBRE LAS OPERADORAS DE TELECOMUNICACIONES .........................40 3.4.4 IMPACTO REGULATORIO ...........................................................................................................42 3.4.5 CONCLUSIONES SECTOR OTT. DAFO OTT ..........................................................................45 3.5 CADENA DE VALOR DE LA INDUSTRIA DEL BROADCAST ONLINE ............................47 3.5.1 PROVEEDORES DE EQUIPAMIENTO DE RED (Network Equipment Providers) ...........48 3.5.2 REDES DE DISTRIBUCIÓN DE CONTENIDO (Content Delivery Networks, CDN) .......49 3.5.3 PROVEEDORES DE CACHEO TRANSPARENTE (Transparent Catching Providers) .....50 3.5.4 REDES DE PUBLICIDAD DE VIDEO DIGITAL (Video Advertising Networks) ..............51 3.5.5 PLATAFORMAS DE VIDEO ONLINE (Online Video Platform, OVP)................................52 3.5.6 SERVICIOS DE CONTENIDO OTT .............................................................................................52 3.5.7 PRODUCTORAS DE CONTENIDO AUDIOVISUAL..............................................................53 3.5.8 PROVEEDORES DE GESTIÓN DE DERECHOS DIGITALES (Digital Rights Management Providers, DRM) ........................................................................................................................54 3.5.9 DESCUBRIDORES DE CONTENIDOS DE VIDEO (Video Content Discovery) ...............54 III 3.5.10 REPRODUCTORES DE VIDEO FLASH Y HTML5............................................................55 3.5.11 PRODUCTORAS DE TELEVISIÓN W EB .............................................................................56 3.5.12 SMARTPHONES, TABLETS, PHABLETS............................................................................57 3.5.13 DISPOSITIVOS DE TRANSMISIÓN DE BANDA ANCHA (Broadband Streaming Devices) 58 3.5.14 DEMAND-SIDE PLATFORMS (DSPs) Y SUPPLY-SIDE PLATFORMS (SSPs) .........58 3.5.15 USUARIOS/SUSCRIPTORES ...................................................................................................59 3.6 CASO DE ESTUDIO. NETFLIX.........................................................................................................60 3.6.1 CARACTERIZACIÓN DE LA COMPAÑÍA ...............................................................................60 3.6.2 HISTORIA Y SITUACIÓN ACTUAL...........................................................................................61 3.6.3 CADENA DE VA LOR NETFLIX ..................................................................................................66 3.6.4 ANÁLISIS FINANCIERO DE NETFLIX .....................................................................................67 3.6.5 CONCLUSIONES Y FUTURO .......................................................................................................73 3.7 RECOMENDACIONES PARA CADENA DE VALOR ................................................................76 3.7.1 DIFERENCIACIÓN DE SERVICIOS OTT..................................................................................76 3.7.2 PARTICIPACIÓN DEL MODELO DE NEGOCIO OTT ..........................................................82 3.8 BUSINESS CASE/PLAN DE NEGOCIO ..........................................................................................87 3.8.1 ENTORNO...........................................................................................................................................87 3.8.2 POSICIONAMIENTO .......................................................................................................................88 3.8.3 OFERTA DE CONTENIDOS ..........................................................................................................92 3.8.4 SEGMENTACIÓN DE MERCADO...............................................................................................94 3.8.5 ESTRUCTURA COMERCIAL........................................................................................................95 3.8.6 ALIANZAS..........................................................................................................................................97 3.8.7 ESTRATEGIA DE LANZAMIENTO ............................................................................................97 3.8.8 PROYECCIONES ..............................................................................................................................99 3.8.9 INNOVACIÓN..................................................................................................................................103 4 RESULTADOS Y CONCLUSIONES .........................................................................................................105 5 BIBLIOGRAFÍA Y OTRAS REFERENCIAS ...........................................................................................106 6 ANEXOS ...........................................................................................................................................................110 6.1 BALANCE DE CUENTAS NETFLIX .............................................................................................110 6.2 PROYECCIONES PLAN DE NEGOCIO ........................................................................................111 6.3 ASPECTOS QUE FOMENTARÍAN EL PAGO POR CONTENIDOS ......................................112 ÍNDICE DE IMÁGENES Gráfico 1.- Evolución del número de internautas en España ......................................................................8 Gráfico 2.- Características principales del televisor principal .....................................................................8 Gráfico 3.- Equipamiento tecnológico en los hogares españoles ................................................................9 IV Gráfico 4.- Evolución de los ingresos por datos frente al total de ingresos en telefonía móvil y crecimiento de datos móviles. ..............................................................................................................................10
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