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Service Providers (SPs) have a tremendous amount of opportunity in a broadband-centric universe. There are at least three potential revenue streams: subscription services, advertising and transactions. Plus, SPs will benefit from the power of wireless networks, the value of location-based services and the true convenience (and behavioral changes) technology will afford connected consumers. Key insights into the future of profitable video distribution can be gained by studying advertising efficacy on Internet television. Publishers have demonstrated that one can accomplish a great deal by creating scarcity (reducing inventory) and increasing relevance by using full episode Internet television players. The next logical step is the ability to deliver a targeted audience at a premium price. It will be a fundamental building block of any future service offering.
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