When an ILEC as big as TDS Telecom says that IPTV has allowed them to gain “30% share against two national cable operators in just three years,” and that, “based on that success we're planning to roll out to... 19 [additional] markets during 2012,” perhaps it's time to take IPTV seriously. Speaking at Citi Entertainment and Media Conference this past Friday, TDS president and ceo, LeRoy Carlson Jr., said that the company's wager on IPTV had proved wise, warranting these additional markets. Carlson added that, after these 19 markets, “we'll see if there are additional markets to roll out into in future years."
Of course, we've been hearing more about successful IPTV rollouts recently, usually by ILECs who are trying to offset significant voice line losses. In the past, it seemed so many IPTV ventures were deemed “defunct” after initial trials, never actually making good on the promise of additional revenue.
But TDS says its initial two-market roll-out, last year, was successful in both markets. Now the Madison, Wisconsin-based telecom giant isn't just dabbling in video services; instead, Carlson and company see IPTV as a way both to retain and attract subscribers. Last year, TDS rolled out VDSL services in 20 markets of its 30-state operating area, offering up to 25 Mbps, and it operates ADSL and ADSL2+ services as part of its broadband offering.
So it's safe to say that building out broadband, through a variety of pipes, has been an emphasis for TDS. With a staggering $100m in broadband stimulus funding, the company has been working to extend high-speed services into many of its rural territories, then bundling data with voice and, in some cases, video services. To date, Carlson said that TDS had approximately 55% market share of broadband in its traditional ILEC markets—something he said was "quite different than the other ILECs that typically have only 40 percent share compared to cable's 60 percent."
And broadband has been working to reduce churn. "What we have found is that when we have three services in a household our churn rate drops from over 2% for a single service to 1.5% for two services and down to 0.5 and 0.6% when we have three services," Carlson said. "As we add DSL on top of voice and we add video on top of voice and DSL we dramatically reduce our churn in the consumer household."
That's something ILECs across the country have been waiting to hear, as many smaller companies and cooperatives have also started to (re)consider IPTV for its “stickiness.” Carlson said that, by bundling its services, they're able to moderate voice line losses, but also "drive our top line revenue in our consumer business.” The company's IPTV services will be revenue on top of its $37 ARPU.
“On the ILEC side,” Carlton said, “the primary drivers of growth have been on pushing DSL further to our customer base. Sixty-one percent of our lines now have some form of DSL and we're pushing faster speeds out there.”
Carlton also announced that TDS's new IPTV markets would incorporate Microsoft's Mediaroom platform—an interface that many smaller ILECs and co-ops are adopting as well (several of whom we've profiled last year). Mediaroom allows for the bells-and-whistles services many consumers have come to expect and ILECs now want to provide: VOD, whole-home DVR, caller ID over the TV, and even remote DVR services.
TDS's IPTV announcement comes after a year of investment and diversification at the company. In the past two years, TDS has pursued both the data center and cloud services markets, most recently with its acquisition of OneNeck for $95m this past summer. But as I predicted for 2012 (and we're only a few days in), companies like TDS will also want to find new ways of making their broadband expansion count for even more. We'll be interested to see the numbers when all 21 IPTV markets are live.