TV offers new business opportunity by using existing telecom networks for providing interactive personalized and high-quality services on top of existing voice and data offerings. But do the consumers want this new technology? What extra value can we find? What reactions can we expect from them?

TV will bring enormous possibilities but also new challenges, as the future of TV allows for a multitude of new actors and business models. In this session we will examine the multimedia experience, giving consumers the possibility to communicate and consume media the way they want! We will also look into the findings of an IPTV consumer study performed during 2007 by Ericsson Consumer Lab.

Key topics include the following:

• Moving from passive to interactive TV consumption
• Involving the user on their terms
• How does media consumption drive communication?

Erik Kruse Senior Expert, Consumer Behavior, Business Unit Networks Ericsson

Mr. Kruse has much experience from both academia and business within the consumer behavior field. In 2003, Mr. Kruse published the book "A Journey to the Third Place," describing how early adopters use Internet and new mobile services. Lately Mr. Kruse has done research covering new services, convergence, and the home environment.

Olivier Martel Head of Standards and Technology, NC&IT France Telecom Group

Mr. Martel is currently responsible for standards and technology for the content line of business within FT Group. Prior to this function he was in charge of the mobile product development in the wholesale marketing of France Telecom. Before joining the corporate department in France Mr. Martel has been working on core network and radio access activities in Africa and Latin America for France Telecom.

Joćo Mendes Pedro IPTV Business Manager Sonaecom

Mr. Pedro is responsible for the business and marketing of Sonaecom's IPTV offer, branded Clix SmarTV. Clix SmarTV is the first IPTV operation in Portugal and one of the few in Europe offering simultaneous STBs over fully ADSL2+ network. Mr. Pedro joined Sonaecom seven years ago and held positions as marketing research manager and has been responsible for the commercial launch of local loop unbundling double-play offer from Sonaecom.

Stephen Petheram Content Marketing Manager, EMEA, Microsoft TV Microsoft

Mr. Petheram has more than 15 years of experience in the provision of software solutions to the TV content production, distribution, aggregation, and broadcast sectors. Prior to joining Microsoft he was vice president of client services at a London-based broadcast management software company managing accounts such as UPC, Flextech, Jetix (formerly Fox Kids), Fox UK, Fox Spain, La7, CineNova, and TV Cabo. Before that Mr. Petheram was general manager of Lysis UK, a London-based subsidiary of the Kudelski Group of Cheseaux, Switzerland.

Ofer Weintraub Chief Technology Officer Orca Interactive

Dr. Weintraub is a highly commended speaker on next-generation applications in the media industry. With in-depth expertise in researching and developing advanced IPTV technologies, he is skilled at exploring the realm of revolutionary TV content offerings and their effect on consumer markets. Dr. Weintraub has been in his current position since November 2005. He was previously a telecom and cellular consultant with The Standard Insider, where he focused on mobile data services and IP infrastructure (IMS).