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“Connected television is the next big thing,” said Nicholas Barendson, Sony’s marketing director, at the manufacturer’s trade show in Scotland.
Having recently attended annual product launches of three of the leading CE brands – Sony, Panasonic and Samsung – I have no doubts whatsoever that Internet television will alter people’s lifestyle choices in the coming years. The possibility of accessing unlimited media choices from the comfort of the sofa – when they want – will be irresistible for consumers. It is also going to be a huge sales opportunity for the whole industry but, as usual, a lot of explaining and educating will have to be done before customers will buy into it. Crucially, the electrical retailers will have to prepare their stores to be able to demonstrate the potential of internet television by installing broadband connections and training their staff accordingly.
Meanwhile people will have to familiarise themselves with the variety of applications for internet television and learn how to use them. Younger customers are already accessing them on different mobile devices, but the more mature generation will have to be hand held through this process. Moreover, at least for a while, some applications will be available on one brand’s products but not on another and this may cause some frustration.
The final challenge will be making internet television services truly interactive by involving customers in providing feedback on their experience and preferences. Only then will connected television become a truly personalised service.
Anna Ryland, Editor
