SOB - Shades of Blue - Publications - IPTV: A New Opportunity for Advertisers and Telcos

The discussion of the future of advertisements on TV mainly focuses on the potentially negative influences of digital video recorders. IPTV and converged triple-play applications provide a wealth of new opportunities for effective advertising for advertisers and operators. IPTV's unicast nature, combined with innovate new applications, makes it possible for advertisers to provide targeted advertisements on TV, something that is desirable for advertisers looking to divert broadcast advertising spending into other forms of TV marketing such as product placement within programs and segment marketing. End users will also be able to directly interact via voice or video chat with retail stores, for example. Operators are well positioned to become the advertisement syndicates for community IPTV. The future of advertisement on IPTV looks bright. It is time for stakeholders in the industry to establish new relationships that take advantage of the inherent technical capabilities of IPTV.

Patrick Giry-Deloison Vice President, Marketing and Communications, Fixed Communications Group Alcatel

Mr. Giry-Deloison is vice president of marketing and communications for Alcatel's Fixed Communications group, which comprises the access, data/IP, optics, triple-play, and NGN/IMS solutions divisions. He is responsible for leading the development and market positioning of Alcatel in the fixed market. He joined Alcatel in 1994 and was originally responsible for international sales at Alcatel Data Networks. From 1999 to 2003, he led the Alliances and Business Development within the Enterprise division and then in the Fixed Solutions division. He then moved on to the Voice Networking Division, where he became the head of marketing and communications.

Giovanni Benini Vice President - Home Entertainment Siemens Communication

Mr. Benini has been working for Siemens for the past nine years in various positions in Germany and the United States, including software development for an ATM switch; project management of prototype development for evaluating innovative, new technologies; product line management of the Siemens SURPASS Virtual Trunking solution; and product line management responsible for Siemens VoIP, softswitch, and media gateway products. He is responsible in the Siemens Communications Fixed Networks for the Siemens IPTV solution SURPASS Home Entertainment.

Dominique Delport Chief Executive Officer Streampower Chief Executive Officer MPG

Mr. Delport assumed his current role at Streampower, a cross-media production company, in April 2000. In addition, he joined MPG on February 1, 2006. In addition to these functions, Mr. Delport has a weekly TV program, "8-FI," on the Direct 8 TV channel, dedicated to the new media. He began his career in 1994 as deputy chief-editor of M6 (TV channel) Lyon and was later appointed chief-editor of M6 Lille. He graduated from the Ecole Superieure de Commerce de Lyon and is a laureate of the Moot Corp. M.B.A. Entrepreneurship in Austin, Texas.

Jean-Hubert Lenotte Principal McKinsey

Mr. Lenotte joined McKinsey in 1997. He is one of the leaders of McKinsey European telecom and media practices. Mr. Lenotte serves clients in telecom, media, and high-tech across Europe on a series of strategic, marketing and sales, and operational issues. He led several knowledge development efforts at McKinsey on IPTV and the future of the home. Prior to joining McKinsey, Mr. Lenotte was in charge of pricing at Bouygues Telecom from 1995 to 1997. He also worked successively as site foreman at Bouygues and as project manager engineer at Bouygues Telecom.

Eric Nooter Principal Consultant and President i-o informatie-organisatie BV

Mr. Nooter is responsible for the development and deployment of IPTV for Versatel in the Netherlands. His responsibilities range from content acquisition to service delivery. This includes encoding, quality control, user management, provisioning, service support, and service sales. Prior to assuming his current role, he led the operations and development of Zon, one of the top five ISPs in the Netherlands. Due to constant evaluation and adjustment of the technology, Zon was transformed from a single product-free ISP to a multi-product quality ISP.