Will Google TV learn the lessons from 2010 launch?

Sony and Google have got together to launch Google TV beyond North America for the first time. It’s an interesting development and another reason why 2012 has become the year of connected TV devices. Whilst it’s an exciting development for consumers, people may still be a little wary about investing in the product given the reputation Google TV garnered when it first launched in the US.

When it launched in the US in 2010, Google TV had its share of critics. The initial release was derided for being too expensive, and perhaps more importantly several TV networks blocked the service from access to its content. Google’s launch partner, Logitech, pulled out after an unsuccessful launch, CEO Guerrino De Luca later told investors that launching on "beta" software was "a mistake of implementation of a gigantic nature" the software simply wasn’t ready for commercial deployment.

The UK launch, which will also be rolled out in Canada, Australia, France, Germany, the Netherlands, Brazil and Mexico in the coming months sees Sony provide the hardware. We saw some early implementations at CES in January. Consumers will be able to browse the internet, play games and access other applications as well as watching TV. There appears to be a limited amount of European TV content available at launch, which, as we saw in the US may prove to be a barrier.

It remains to be seen how the device, called the NSZ-GS7, will fair. However, with plans to launch a Blu-ray version at £300 later this year, it suggests Google and Sony are going to be throwing their considerable marketing weight behind it. The encouraging thing for all of us in the industry is that the connected TV market continues to grow.

New services needed to capitalise on connected TV sales boom

More than every third flat-screen TV set sold this year in Europe (37%) will be Internet-compatible, according to recent figures compiled by the European Information Technology Observatory. But with connected TVs now set to boom across Europe, manufacturers and retailers are constantly having to up their game. One way to do this is to offer the consumer market more innovative features so that they remain ahead of their competition.

These latest figures show that connected TVs are becoming increasingly popular, and as a result, everyone wants a piece of the pie. This year, we’ve already seen the entry of Netflix into the UK market, the launch of Google TV 2.0, and an Apple TV is rumoured to be hot on its heels. So in an increasingly crowded marketplace, manufacturers are having to become more savvy by harnessing developments in new technologies and offering consumers a greater range of digital TV services. For a glimpse of future connected TV services it’s worth tracking the connected set-top box market: with a shorter development cycle it’s often where TV innovation can be seen first.

Multiscreen TV is set to shape the viewing experience of the future, with connected devices talking to each other to deliver truly personalised TV. By embracing new services such as tablet and smartphone viewing, connected TV sales will continue to thrive.

By Simon Woodward, CEO of digital TV specialist ANT Software

GoogleTV 12 Months On

This time last year I witnessed GoogleTV for the first time at CES 2011, my blog ‘Greetings from Vegas’ raised questions about whether consumers really want to interact using a keyboard and a mouse to watch TV. It’s been a challenging 12 months for GoogleTV with one of its first customers, Logitech, pulling out following poor consumer feedback. At CES this week I’ve seen a couple of Google 2.0 implementations. Sony has returned, which has been a surprise to some, while LG demonstrated its efforts for the first time.

After using both demonstrations it was interesting to see how they have both attempted to tackle the usability issues with new, innovative, remote controls. Both have squeezed a small QWERTY keyboard onto the back of the remote which still feels too small to be usable without reading glasses and small thumbs. For the control of the onscreen cursor LG have a wand style pointer while Sony has moved to a mouse touch pad. Sony has also added voice recognition for search and added motion control for games.

While the weeks demonstrations are an improvement on last year’s launch, it was notable that both suffered on-screen error messages on a regular basis, while they are of course only demo’s rather than finished products, it’s clear that there is still a considerable amount of work to be done to meet the hype of the GoogleTV marketing machine.

Google TV updates – heading in the right direction?

Discussing the Logitech Revue saga with brutal honesty in a recent investor day, Logitech’s CEO has made it obvious that Logitech have no plans for future Google TV products. With Sony hinting at doing the same, the recent announcement of an updated Google TV may not have as much traction as hoped, despite LG’s hints of a Google TV product.

There’s no need to re-hash the criticisms that have been levelled at Google TV. However, there’s one important point to note: the presence of a mouse pointer, the “lean forward” experience of searching for content and the complicated remote control all point to an experience that’s designed for the PC rather than the TV. Google’s focus on “apps” for version 2.0 may not correct this, and potentially repeats their earlier mistake: TV is a “lean back” experience for the vast majority of people, as we’ve commented previously

If people do want to interact with their TV, are the apps on offer compelling enough? While there’s only a small number of apps available at present, this will not be about having vast numbers of apps to choose from: it’s about having the right apps that work in the right way for a TV audience. With nearly 50% of people now using a companion device while watching TV, apps-on-TV may not be enough to review Google TV’s fortunes given the prevalence of companion devices with richer user interaction models.

Both Logitech and Google failed to read the TV market. Logitech have admitted that and learned from it: the question is, has Google learned the right lessons?

TV Apps - keeping the user’s attention

It was announced last week that android users would be able to start developing their own apps for Google TV, TV Apps are really starting to come into their own and are proving to be a useful way to get viewers to engage more with TV content.

A recent poll by Harris Interactive earlier this year indicates that as many as one third of all Americans multi-task while watching TV. While this may seem like bad news for advertisers, another recent survey by Nielsen has some good news for them.

The Nielsen survey indicates that interactive TV content actually encourages viewers to pay more attention to TV programmes and ads. Given the number of distractions faced by consumers, applications can play an important part in keeping the attention of viewers and in retaining their interest. There is a downside to this, however: viewers tend to stick to well-known brands in their choice of applications and are reluctant to try out new content, according to a recent report from Strategy Analytics. Even brands like Facebook are struggling to capture the attention of TV viewers with their TV apps.

So while there is a real struggle for brand owners to increase the use of their TV applications, there is real value if they manage to succeed. This may be an area where TV content providers with strong brands have a real advantage – successful TV applications will not only increase the reach of those brands in new media, but can also help retain the value of their content to advertisers by keeping their viewers engaged and interested.

People want to watch TV, not search

According to a recent report from Strategy Analytics, one of the reasons consumers haven’t taken to Google TV is the need to search for content. Content discovery has been a hot topic in the industry for a long time – it’s considered a key part of YouView, for instance, and is generally one of the major factors in trying to monetise “long tail” content. What’s surprising about this report isn’t that people don’t like having to work to find something to watch; it’s the fact that Google didn’t pick up on this.

Part of the reason, undoubtedly comes from its history as a search engine provider, but there’s also a different understanding of how people behave when watching the TV. The Google TV approach (and the traditional PC approach) is a “lean-forward” model of interaction, requiring active participation by the user – one that’s common in the computer industry, but much less so in the TV industry. By comparison, T-Bone, the new company launched by ex-CTO of YouView Anthony Rose, is taking a “lean-back” approach, which is much closer to a traditional TV experience and has been christened “veg 2.0”.

Many people simply want to simply sit back and relax when watching TV, not scroll through reams of content to find what they are looking for. As one of the participants in the Strategy Analytics survey said: “I don’t want to come home and have to search for content. It is too much effort. I want a Smart TV to know me. Smart TV, to me, is not me doing more work but me doing less”.

Making content easy to find is key, and search is not always the answer to that. Can Google overcome this? Maybe – but other providers are already working hard in this area, and some of them have a big lead. Search is one approach, but having a strong editorial voice that people can trust may prove to be the best long-term solution.

Greetings from Vegas

Happy New Year and Greetings from Las Vegas, we’re at CES and those who have attended in the past will know just how big the event is and the broad range of technologies on show. First impressions are that it’s bigger than ever, I’ve yet to see official attendance numbers but it certainly feels busy – the three hour taxi queue at McCarren Airport was a giveaway. This, I hope, represents optimism for the market. It’s a big event for the TV industry with 3D TV and Connected TV sure to be heavily featured. I’m looking forward to seeing the latest developments from across the market over the next few days.

I was disappointed not to get the opportunity to see many Google TV implementations up close, after it asked TV makers not to show Google TV demos. But, I was able to see what Intel had to offer. My initial reaction was why had it included the on-screen cursor, URL and search dialog? The presentation stressed that the aim is not to bring the PC to the TV. However, it seemed to be doing exactly that. Do consumers really want to navigate their TV content with a cursor and keyboard? It seems to me that Intel and Google are missing the point here, the TV is not another device to surf the Web on – we already have laptops, phones and iPads that do this perfectly well from the comfort of the living room sofa.

Who’s in control of connected TV?

Google is the most recent brand to target the connected TV market, with its ‘Google TV’ offering announced earlier this month. The FT featured an interesting review of its hardware solutions this morning, raising the issue of navigation between TV and web services via both the user interface and TV hardware. Do consumers want a computer style keyboard to navigate connected TV services, or would they prefer a more traditional remote control?

One of the first Google-based products to reach the market requires a keyboard to navigate its interface but it’s unlikely that consumers want another piece of technology hardware cluttering up their sitting room when in other areas, technology devices are becoming increasingly streamlined.

Service providers should look to make the convergence of broadcast and broadband media as seamless as possible. This is an area that Dr Rob commented on in a previous blog earlier this year. It’s about quality not quantity, consumers don’t want more choices, they want better choices. As television becomes increasingly interactive, the key is to make navigating the features as simple as possible, to enable the customer to get the most out of their viewing experience.