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What Should Operators Do About the Apple Television?

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As cable, satellite, and telco TV operators consider the possible impact of an Apple television, they should not be sanguine about the potential of such a device to change the subscriber addition dynamics of the industry.

As we discussed previously, we think it is likely that if Apple releases a TV it will do so in partnership with one or more traditional video operators, much like it releases the iPhone in partnership with selected mobile operators. Peter Misek at Jefferies believes prototype versions are already in the labs at AT&T and Verizon in the U.S., Deutsche Telekom and France Telecom in Europe, and Bell Canada and Rogers in Canada. He also thinks Time Warner Cable may be working with Apple.
Impact of iPhone on Wireless Operators

The example of the U.S. wireless market is instructive. As the head of smartphone software portfolio strategy for Motorola in 2008 and 2009, I got to see firsthand how Apple can change a market.

The first iPhone was offered exclusively through AT&T starting in June 2007 (marked "1" in the graphic below). In the competition between the big four U.S. wireless carriers up until this point, AT&T had been averaging about 25% of net customer additions, about equal to T-Mobile. Starting with the introduction of the iPhone, AT&T gradually increased its share of customer additions. By the end of 2009 AT&T and Verizon were capturing essentially all the net additions of postpaid wireless subscribers, while T-Mobile and Sprint were losing such customers.

The post What Should Operators Do About the Apple Television? appeared first on Woodlawn Associates.


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