TV, Not PC, Will Dominate E-Commerce, Say Researchers

Coinciding with this week’s launch of
the interactive digital TV service Open,
The Henley Centre predicts that TV and not the PC will come to
dominate e-commerce.

There are three main reasons for suggesting that television
will be the interactive medium of choice, say the researchers.

First, most people associate television with leisure time,
but they use a PC for work. Hence one is a pleasure, the
other a chore.

Second, consumers dislike running up a huge telephone bill,
with a lot a waiting around for web pages to load.

Third, The Henley Centre points out that nearly every home
in the UK has a television whereas PCs do not reach more
than 50 per cent of homes.

The three factors add up to a promising outlook for
Open, which allows viewers to shop, bank, email,
play games and receive information through the TV.

“Today is a significant moment in TV history as interactive TV is
well and truly Open,” said James Ackerman, chief executive of Open.

“Britain leads the rest of the world in moving to digital TV and
Open is proud be leading the way in interactive TV.”

Free with digital satellite, Open already features shopping with
Woolworths, WHSmith, Domino’s Pizza, Carphone Warehouse, Dixons,
Manchester United, Kitbag Sports and Yalplay (for music and video).
It says that Somerfield 24-7, another featured store, will extend
its grocery service nationwide within a few days.

The service is clearly serious competition for Internet-only
businesses. It even offers financial services from HSBC, and
ticketing for theatres and sporting events from First Call.

Many more shops and services will be added during the coming
months.