Accenture High Performance Business research reveals that high-performance telecommunication companies need to be able to quickly deploy innovative new technology platforms and shift their market focus to new value-adding services.
As a leader in its industry, Deutsche Telekom early set its sights on “the next big thing”: Internet Protocol television (IPTV), a service that allows consumers to receive TV and other multimedia services over broadband. The commercial bundling of IPTV, telephone services and Internet access delivered via a single broadband connection is referred to as “triple play.”
By offering new value-added entertainment services around IPTV, Deutsche Telekom’s key objective was to offset declining voice revenues and limited growth perspectives in an increasingly competitive marketplace, where fixed-mobile substitution, VoIP and aggressive communications offerings from cable TV operators force telecommunications carriers to protect their core business and seek new sources of revenue and customer growth.
For the IPTV middleware, Deutsche Telekom selected the Microsoft® Mediaroom™ multimedia software platform. For the IPTV service launch, Deutsche Telekom faced a highly challenging situation: to architect, integrate, roll out and get operational a complex IP television service platform for a demanding, real-time, 24/7, high-bandwidth, mass-market service in a very short time.