Cable Execs Ponder The Next Big Thing

摘要

(San francisco)—2005 is widely recognized as the year of VoIP, a service that at long last pulls together cable's triple play and boosts revenue and cash while reducing churn and enhancing the already white-hot appeal of high-speed data. But the identification of cable's next killer app has been less clear. Cable operators still have plenty of services to develop—commercial services, ITV, gaming and mobile voice, to name a few. But the next big thing, according to Comcast, is addressable advertising. Within 18-24 months Comcast will be doing on-demand, truly addressable advertising in large markets. "It's one of the next big markets after phone," said Brian Roberts, Comcast chmn and CEO, who spoke at analysts' sessions at the 2005 NCTA NATIONAL SHOW, held here April 3-5. "Right now, 7% of our revenues are advertising, but we have a fraction of what we should have."