UKNM: Email killer app for Digital TV

[Sam Michel]

So says Forrester

http://www.forrester.com/ER/Press/Release/0,1769,389,FF.html


Email Will Make iDTV The No. 1 Online Access For Present Offliners,

According To Forrester


Amsterdam, Netherlands, August 30, 2000 . . . Pay TV attracts a different

kind of consumer than the PC does. In a recent report, Forrester Research

(Nasdaq: FORR) outlines how today's offline population will choose the TV

rather than the PC as their main point of online access. Pay TV will bring

interactivity into 20 million European households this year, and by 2005 50%

of European households will have iDTV. The growth of pay TV all over Europe

will be the key driver for the increase of iDTV, and good interactive

services and community will build customer loyalty. Email will be the

battering ram for iDTV's interactive services.


In Forrester's Technographics� Europe research across five European

markets -- Great Britain, France, Germany, the Netherlands, and Sweden --

some overlap was found between ownership of set-top boxes and ownership of

other devices like mobile phones or PCs. But dividing users by which devices

they own reveals four groups with very different demographics, attitudes,

and behavior: Boxed and Wired, Leaning Forwards, Laid-back Socializers, and

Digital Outcasts.


Currently three out of four European consumers do not go online from their

home PC. Forrester believes that the nature of Europe's online landscape in

five years' time will be defined by this group. "iDTV has the opportunity to

become the major point of online access for the present offline population

if iDTV companies adopt email-friendly strategies. Email is the strongest

driver for online access -- cited by 66% of online PC users as the reason

they go online from home. For many people, PCs are just an expensive email

machine," said Reineke Reitsma, analyst for Technographics Europe.


Toodle Pip


Sam

-------------------------------------------------

            Sam Michel

      e:

samchinwag [dot] com

    http://www.chinwag.com


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