DIRECTV 2010 Annual Report Download - page 27

Download and view the complete annual report

Please find page 27 of the 2010 DIRECTV annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 142

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90
  • 91
  • 92
  • 93
  • 94
  • 95
  • 96
  • 97
  • 98
  • 99
  • 100
  • 101
  • 102
  • 103
  • 104
  • 105
  • 106
  • 107
  • 108
  • 109
  • 110
  • 111
  • 112
  • 113
  • 114
  • 115
  • 116
  • 117
  • 118
  • 119
  • 120
  • 121
  • 122
  • 123
  • 124
  • 125
  • 126
  • 127
  • 128
  • 129
  • 130
  • 131
  • 132
  • 133
  • 134
  • 135
  • 136
  • 137
  • 138
  • 139
  • 140
  • 141
  • 142

DIRECTV
•Expand Whole-Home DVR and Time-Shifting Capabilities. We believe easy-to-use platform to explore, search and record all of their favorite
that consumers are looking for more features and functionality in their shows. In the future, we will introduce video streaming capabilities on
TV viewing, particularly in terms of place and time shifting. For this our entertainment portal so that customers will be able to watch
reason, in 2011 we expect to expand the availability of our Whole- authorized DIRECTV programming from their laptop, tablet,
Home DVR. We plan on continuing to expand our time and place smartphone or computer.
shifting capabilities with new services including the expansion of our •Provide Portable Access to DVR Content. We believe our customers
pay-per-view and VOD movie offerings, as well as providing the ability increasingly desire the ability to take content with them, due in part to
for customers to retrieve content that was broadcast at a previous time. the growing popularity of smart phones and tablets. For this reason, in
•Connect Customer HD-DVRs to the Internet. Connecting our customers’ 2011, we expect to launch a service which will build on our platform
receivers to broadband service is strategically important because it as a way to access content stored on a customer’s DVR. We will also
greatly enhances the video experience. For example, a connected be building on our entertainment portal as a way to access content
receiver provides our customers with access to (1) thousands of through the Internet.
additional movies and shows, (2) music, video, and pictures stored on •Create New Revenue Platforms. In order to continue growing DIRECTV
their computers and (3) personalized ‘‘TV Apps’’ that provide real-time revenues while maintaining strong profit margins, a key strategic objective is
information such as favorite sports teams, local traffic or weather to capture incremental revenue streams in key areas including
reports. In the future, broadband-connected receivers will also facilitate (1) DIRECTV Cinema, (2) addressable and local advertising and (3) the
access of DIRECTV娃 programming services on mobile devices and commercial property market.
the ability to search for web-based video such as YouTube威 on a
customer’s television. Another focus for our company will be to provide • Enhance DIRECTV Cinema. We believe we have a significant
more social networking applications whereby, for example, customers opportunity to generate incremental VOD revenues mostly by
can interact with friends while watching DIRECTV by accessing their expanding our VOD library and making it easier for customers to
Twitter威 or Facebook威 account via the television or portable device. watch movies and shows. Last year we made great strides toward this
goal by ‘‘pushing’’ top-rated movies onto customers DVRs for instant
•Launch New User Interface to Support Multi-Screen Applications and viewing and by launching an enhanced movie service called DIRECTV
Services. Given the importance of the User Interface, or UI, and guide CINEMA that provides most of our customers with access to
to our customers to provide a friendly and fun way to navigate significantly more movies than before. For example, for those
through hundreds of channels, in 2011 we will launch a new HD UI customers with HD-DVRs connected to a broadband service, we now
which will be significantly faster than our current UI and will be offer over 6,000 movie and television titles, and we expect to continue
displayed in crisp, easy-to-read HD format using more graphical poster adding more titles in 2011. Other new DIRECTV Cinema
art. In addition, this UI will incorporate our industry-leading Smart enhancements include shorter viewing windows relative to the DVD
Search capabilities as well as improved discovery and personalization release and the ability to order movies which are still showing in movie
features. We are also developing applications for mobile devices and theaters for future viewing. Looking forward, DIRECTV Cinema
tablets so that our customers will enjoy many DIRECTV features and enhancements will include further expansion of our video library and
functionalities both inside and outside of the home. increasing the number of days a VOD pay-per-view, or PPV, movie can
•Enhance our Entertainment Portal. In 2010, we launched a new be watched once the movie has been paid for.
web-based entertainment portal for our customers named •Launch Addressable and Local Advertising. Our advertising revenue per
MyDIRECTV娃. Today, MyDIRECTV offers customers a fun and subscriber trails many of our competitors. This is because, unlike the
5