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TO: Proximity video team FROM: Elan Esterson DATE: 10/2/09 Subject: Verizon FiOS Strategy Report

This is my Verizon strategy analysis. Verizon is the number one broadband telecommunications company in the country and presently, no other telecommunications company provides a fiber optic connection, whereby, allowing Verizon to dominate the fiber optic market by default. If Verizon continues to produce the 'new best thing', there will be no doubt that they will appeal to Gen-Y, thereby dominating the broadband telecommunications market.

 Verizon Communications Inc., a broadband telecommunications company based in Ney York City, was formed in June 2000 after the merger of GTE and Bell Atlantic. Verizon began being traded on the stock market a month later, in July 2000 under the CEO, ** Ivan Seidenberg (Forbes). **
 * Profile **

Verizon offers many services including: · Broadband internet · VOIP, HD TV  ·  Wireless service (FiOS) · Telephone service

Verizon FiOS is the newest product that Verizon has to offer. The concept is simple. Verizon takes the fiber optic cables that were previously exclusive to large businesses and redirect them to households. As of 2009, Verizon FiOS has over 12.5 million contracted clients (Wikipedia).

  The primary force driving competition in the fiber optic market is the competition created by Verizon trying to get into the game with a new terrestrial technology. Other providers do offer a high speed, broadband connection, but it does not compare to Verizon FiOS’ high speed connection. For as little as little as $100 per month Verizon FiOS will offer users TV, internet, and phone service (Verizon). Verizon’s Strategy **  Verizon FiOS pursued a brilliant business model for company growth by “cherry picking” individual communities instead of providing service to larger cities/counties has proven to be successful, by only providing service to a specific demographic of clientele (10-K Report). By pursuing this business model, Verizon can maximize its return on investment in expensive new fiber. Verizon FiOS’ niche is primarily on the East Coast, however, they do provide minimal service to the Midwest and Western United States (Wikipedia 2009)
 * <span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">Competitive Landscape **
 * <span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">

<span style="font-family: 'Times New Roman','serif'; font-size: 12pt;"> <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt;">Gen-Y is obsessed with new technology and freedom. Verizon FiOS taps into this culture by offering Gen-Y high definition TV, hundreds of TV channels, and broadband fiber optic cable connection in package deals or 'a la carte'. Presently, Verizon FiOS has over 12 million contracted clients, and intends to grow exponentially in the coming years.
 * <span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">Gen Y Implications **

__<span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">Works Cited __ <span style="display: block; font-family: 'Times New Roman','serif'; font-size: 12pt; text-align: left;">Wikipedia. (2009, September 27). Verizon FiOS. Retrieved September 18, 2009 from [] <span style="font-family: 'Times New Roman','serif'; font-size: 12pt;"> Forbes. (2002, March 11). Ivan Seidenberg, On Top At Last. Retrieved September 18, 2009 from [] <span style="font-family: 'Times New Roman','serif'; font-size: 12pt;"> Verizon. (2009). Bundles. Retrieved September 18, 2009 from []

10-K report (2007). <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt;">Verizon Communications Inc. Retrieved September 18, 2009 from []

​Blog proposal
TO: Proximity video team FROM: Elan Esterson SUBJECT: Blog post proposal DATE: October 27, 2009

I propose that we do our Proximity video blog post

on the newest shift from cable television and internet, as separate entities, to the development of internet protocol television (IPTV). The blog post can be used to help Gen-Y identify which players have the best strategies in the new emerging market of IPTV.


 * Rationale**

Wiring TV and the internet will change how viewers get video. Gen-Y viewers will now be able to watch TV at their computers or get internet at their TVs. If Verizon can dominate this market, then it won't be long before Gen-Y will rush to subscribe to it.


 * Sources**

I recommend that we organize the post around the article __Tech Web’s post: Verizon Opens for Business with IPTV__ __http://rider.wharton.upenn. edu/~faulhabe/732/Verizon% 20TV.html__ composed by Gerry Faulhaber, a professor at the University of Pennsylvania Wharton School of Business.

Report proposal
TO: Proximity Video Team FROM: Elan Esterson SUBJECT: Final Report Proposal DATE: 11/24/09 <span style="font-family: 'Times New Roman','serif'; font-size: 12pt;"> Over the past year, Fancast emerged on scene and started to climb the competitional ladder in the free on-demand internet video market. Fancast offers Gen-Y users trailer clips as well as full length TV and video content. Fancast also acts as a media guide to help Gen-Y users find the content in other media mediums. Presently, Fancast is facing an uphill battle despite having a better product than its competitor, Hulu. I propose to write a report on how Fancast is positioning itself in this market.

<span style="font-family: 'Times New Roman','serif'; font-size: 12pt;"> The unprecedented on-the-move life of Gen-Y makes it difficult for us to have access to a TV when our favorite TV show or movie is playing. ·<span style="font-family: 'Times New Roman'; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">People are turning to the internet to satisfy their media needs. ·<span style="font-family: 'Times New Roman'; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">Following the trend: Shift from linear/analog media to digital/online media ·<span style="font-family: 'Times New Roman'; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">Comcast wants to gain a foothold now in the online video-entertainment space before someone else runs with the idea. ·<span style="font-family: 'Times New Roman'; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">There are other sites that offer a similar product
 * __<span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">Need __**

No other digital TV and broadband internet company has made the move to combine both products, thereby, becoming a triple threat. The amount of free online on-demand TV and video will only continue to grow. Fancast will also continue to show its dominating presents in the streaming online video market over its competition.

Clients of Proximity who wish to target Gen-Y customers need this report to appreciate the capability and potential of the top-of-the-line product that Fancast offers.
 * <span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">Topics **<span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">

The proposed report, “Fancast: The Search For a Fan Base” will cover the following topics: ·<span style="font-family: 'Times New Roman'; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">Shift to streaming media online ·<span style="font-family: 'Times New Roman'; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> ** How Fancast works (including its business model - i.e where does revenue come from) **<span style="font-family: 'Times New Roman','serif'; font-size: 12pt;"> ·<span style="font-family: 'Times New Roman'; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> ** The competition - i.e. Hulu (which plans to become a subscription service) - see blog post on Proximity under tag for Hulu **<span style="font-family: 'Times New Roman','serif'; font-size: 12pt;"> ·<span style="font-family: 'Times New Roman'; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> ** The future of Fancast - what the experts are saying (organized around some key reviews or critical analysis from blog posts) **<span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">


 * <span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">Sources **<span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">

The following are key sources for the report: I am still in search of sources that will help indicate the future of Fancast.

TopTenReviews: Fancast. Retrieved November 15. [] This source briefly discusses Fancast’s business strategy, purpose, content, and features. This source also breaks down each component of the website and rates it and discusses the pros and cons.

Scott, Jeremy. Comcast unleashes Fancast website (2008, January 9). Keystone Blog. Retrieved November 13,2009. [] In this source, Jeremy Scott discusses how Comcast has made a great decision to offer streaming media online, as the media world shifts more towards the internet as its source. Jeremy Scott also discusses the shift with respect to Fancast’s competition.

Spangler, Todd. Can Comcast Make TV 2.0 A Reality? (2008, August 17). Multichannel News. Retrieved November 1, 2009. [] Todd Spangler discusses in this article if Comcast will be able to generate a large enough user base to be able to create Fancast. He also discusses what the consequences and outcomes of creating such a website.

<span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">

Team conference presentation proposal
//possibilities://
 * shift from linear to digital movies/media

Sales letter and report prospectus
<span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">December 8, 2009

Ms. Jane Doe Comcast Corporation <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt;">1500 Market Street Philadelphia, PA 19102

Dear Jane: I enjoyed talking with you yesterday at Proximity’s Next Generation Media seminar regarding Comcast’s need to promote its Fancast product to Gen Y consumers. Enclosed you will find a prospectus for the report I mentioned describing the new streaming on demand video service being developed by broadcast networks and cable companies.

As you noted yesterday, Comcast’s online streaming video website, <span style="color: #ff0000; font-family: 'Times New Roman','serif'; font-size: 12pt;">Fancast feels <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt;">that it must establish brand identity with Gen Y now in order to overcome its competition and be the number one product in Gen-Y’s homes. I believe Proximity can work with you to devise a comprehensive campaign that uses on-demand media and social networking to achieve that goal.

We can provide you with customized survey and focus group results to help shape Fancast’s image as a progressive, premium product. Our faculty consultants can advise your sales force on how to position new products, and our production teams can make multi-platform ads that appeal to Gen Y. In addition, we have trained student marketers who can promote Fancast on social networks such as Facebook. Our research shows that using student representatives to friend social networkers is a far more effective strategy for reaching Gen Y than buying conventional banner ads.

I invite you and your staff to join us at Proximity’s Towson office for a special focus group session on Fancast’s Gen Y brand image. After that session, you can meet with members of our group to discuss how Proximity can help you meet your marketing goals.

Sincerely, Elan Esterson Associate Media Analyst

deo<span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">Enclosure <span style="display: block; font-family: 'Times New Roman','serif'; font-size: 12pt; text-align: center;">

<span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">
 * About Proximity**

Proximity is a Gen Y on-demand media strategy group. We analyze and know how to connect with our generation using campaigns designed for the new media landscape. Because it is associated with Towson University, Proximity has immediate access to a large student population and the expertise of faculty who specialize in marketing and media research.

We offer our clients a full range of services for developing and executing customized campaigns that can reach any segment of Gen Y. It regularly conducts on-line surveys and focus group sessions to keep marketers up to date on the social trends and emerging technologies that determine how this cohort communicates and what it purchases. Visit Proximity at www.proximity.edu to sample our research and see examples of successful campaigns.

//connecting with Gen Y using// //on-demand media// ||^  || Elan Esterson
 * **//PROXIMITY//** **//reports//** || [[image:File?id=dgc69xmq_6f3hpqh2n_b width="160" height="120"]] ||
 * **Internet: The New Tube**

//Comcast: Streaming VIdeo Arrives// || <span style="color: #000000; font-family: 'Calibri','sans-serif';"> <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">As Broadcast TV scatters, TV and cable companies are scrambling for an edge in the streaming video market. Consequently, Gen Y is drawing closer to streaming on demand video. This new demographic also demands few commercials and a user friendly interface. Gen-Y has too many available options to accommodate their needs . || <span style="color: #333300; font-family: Arial,Helvetica,sans-serif;"> || Proximity || <span style="font-family: Arial,Arial;">focus group results show that Gen Y viewers still pay attention to entertaining, embedded ads in exchange for access to free content. This report will detail how television networks and cable companies are teaming up to build new embedded ads to support the up and comming streaming video market. The short, singular ads will be non-skippable, targeted ads for streaming video. Advertisers can use the system to send interactive ads just to their target consumers by embedding an ad thereby attracting more consumers. || ||
 * **//__The p__//****//__roblem__//**
 * **//__Proximity’s on-demand media solution__//**

Insert here description of how your report will help clients solve the problem described above **A****vailable now at www.****proximity.****edu**