"Enhancing QoE through Sound" by Craig Knudsen. The proliferation of connected TV devices, from game consoles to Smart TVs and streamer devices, means Pay TV operators have the chance to extend their reach to existing subscribers, making the service available on different TVs cost-effectively. With more connected devices and better broadband and CDN technologies, and more interest than ever in turning free-to-air homes into light Pay TV users, we could see the emergence of new OTT delivery and business models in the next few years, including 'offnet', 'Pay TV-Lite' and even OTT-only for the Pay TV market. In all cases the platform operator needs to present its service within an app on the connected device and guarantee that it is secure. During this Forum, a group of industry experts debated The Operator as an App topic.

1. Enhancing QoE
Through the Power of
Sound
Craig Knudsen
Director – Strategic Partnerships
Dolby Laboratories #multinetwork #TVConnect

2. The Labs in ―Dolby Laboratories‖
Mission = Validate that Sound
Matters to Consumers
 What we did:
 Performed Psychoacoustic Research
+
 Analyst-Driven Secondary Research
+
 Dolby-Driven Primary Research
=
 Statistically Accurate Models
#multinetwork #TVConnect

3. Sound Matters at the Neurologic Level
Sound amplifies visual response at a neural level
Image Only Sound Only Sound + Image
Sum response is greater
than component parts.
Driver and Noesselt, 2007, Neuron
#multinetwork #TVConnect

4. Sound Overcomes Limitations
“Higher audio quality can
compensate for lower video quality”
Ries et al, 2004, IEEE
#multinetwork #TVConnect

5. Dolby Market Research – Consumers Care
 Three-part process to validate scientific
studies
 IDC ConsumerScape 360
 April 2012
 Magid Associates Consumer Focus Groups
 November 2012
 Parks Associates Consumer Conjoint Surveys
 January 2013
Over ½ million dollars spent validating scientific results
in OTT/Mobile space + scientific study $$$
#multinetwork #TVConnect

6. Audio quality is a purchase consideration
for most mobile device owners
Importance of Audio Quality for Tablets/Smartphones (Q1/13)
Audio quality a purchase consideration
Audio quality a very important consideration (Rating 8-10 on 10 pt. scale)
Audio quality Very satisfied with current audio experience (Rating 8-10 on 10 pt. scale)
is a purchase 100%
consideration 90%
for +70% of
smartphone 80%
owners. 70%
Moreover, 40
% of Owners
%-50% of 60%
owners in
50%
most
countries 40%
report that it
30%
is an
important 20%
consideration
—in China the 10%
percentage is 0%
even greater. U.S. France Germany China S. Korea
(n=1,152, (n=1,000, (n=1,000, (n=1,000, (n=1,000,
±2.89%) ±3.10%) ±3.10%) ±3.10%) ±3.10%)
#multinetwork #TVConnect

7. Parks Survey: Audio Consideration
Increases After Off/On Demo
100%
“Now that I know it’s
possible,
80% I really want it!”
Increase
% of Smartphone Owners
60%
Audio consideration
40% prior to off/on demo
25%
Audio consideration
20% after off/on demo
14%
12% 11% 12%
0%
U.S. France Germany China S. Korea
(n=1,152, (n=1,000, (n=1,000, (n=1,000, (n=1,000,
±2.89%) ±3.10%) ±3.10%) ±3.10%) ±3.10%)
Source: Parks Conjoint Surveys Jan 2013
7
#multinetwork #TVConnect

8. What Have We Proven?
 The brain cares | 1+1=3 | Improve QoE with
quality sound
+
 Sound matters = ~70% of consumers consider
it when making purchases
+
 After hearing HD Audio On/Off demo we get an
increase of 10-25%
=
 Audio matters to consumers – They want a
high Quality of Experience everywhere
#multinetwork #TVConnect

9. What Have We Done with It?
We’ve built a highly accurate statistical model that
we are making available to our OEMs so they can
test feature impact on consumer behavior
#1 Feature Brand/ OS Brand/ OS Price Brand/ OS Brand/ OS
#2 Feature Price Price Brand/OS Audio Quality Audio Quality
Camera mega- Camera mega- Camera mega- Mobile network
#3 Feature Audio Quality
pixels pixels pixels choice
Camera mega-
#4 Feature Price Price
pixels Audio Quality Audio Quality
#multinetwork #TVConnect

10. Thank You
craig.knudsen@dolby.com
www.dolby.com #multinetwork #TVConnect