Multimedia Feature Editorial

How Does Device Fragmentation and the Splinternet Impact Multi-Screen Content Delivery?

By Susan J. Campbell, TMCnet Contributing Editor

With the advent of mobile devices that can deliver high quality content, the demand for high quality content delivery on multiple screens continues to grow. At the same time, the industry is wrought with fragmentation and the effects of the Splinternet. While this may be a foreign term to the average consumer, service providers understand its impact. 

First, let’s take a look at fragmentation among key devices. If you look around the industry, you have standout operating systems running leading devices, including the Apple OS, Android, BlackBerry and Symbian. The brands behind these systems – including Apple, Google, Research in Motion and Nokia (News - Alert) – have no intention of creating a standard platform outside of their own and considering the hold they have on the industry, you can hardly blame them. This fragmentation within these key devices is also a contributing factor of the Splinternet or the growing number of areas content providers must focus on when delivering their services. 

This “splintering” of the traditional Internet has been driven in large part by players such as Facebook (News - Alert) and Apple’s App Store as they create splintered communities within the Internet. And, while it may make good business sense for Apple and Facebook to promote apps that are dependent solely upon their platforms and/or approval process, it creates a myriad of challenges for service providers and users. Already there are users within the AT&T (News - Alert) network who would prefer not to be there, yet want the capabilities of the iPhone. 

Apps available through different app stores cannot be downloaded according to user preference, but platform preference – taking the user demand out of the equation. With two opposing sides to please, how does the service provider meet the needs within the industry, while also meeting their own strategic goals? One first step may need to be to partner with a key player in the market that understands the challenges of the splinternet and device fragmentation when trying to deliver services to multiple devices. 

Multi-screen services from Alcatel-Lucent (News - Alert) can help service providers vying for market share to leverage current assets to better position them for profitability and growth. Assets may include existing media offerings, multi-device reach and subscriber intelligence. 

Service providers can use Alcatel-Lucent’s comprehensive Multimedia Strategy and end-to-end multi-screen solutions to adapt existing media platforms and extend media services to new screens; expose network assets to trusted partners and develop new media business models; address consumer demand for multi-screen services; and scale media services to the mass market. The multi-screen demand for content delivery is here and the realities of device fragmentation and the splinternet are not set to go away anytime soon. By partnering with Alcatel-Lucent, the service provider can be better positioned to embrace these challenges to capitalize on growing opportunities.

Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.

Edited by Erin Harrison