Qwest Communications is a laboratory of sorts for incumbent telcos that do not have the resources and customer heft to justify launching IPTV services. Many small, rural telcos with small subscriber bases find that most customers already subscribe either to a satellite TV service or a competing cable TV service, for example.
Qwest has decided to rely on partner DirecTV for its multi-channel video offering, but has been interested for years in ways to use its broadband access plant to supplement linear TV with true video-on-demand services. Now that Qwest has upgraded many of its metro networks to operate at 40 Mbps in the downstream, with plans to serve 23 metro markets with services that fast, we might finally see some movement in that direction.
That would have important ramifications for many smaller and independent firms as well. If it works, if revenue for a true VOD service, built in conjunctionw with DirecTV does prove financially interesting, the same approach can be taken by many smaller operators as well.
That is not to say IPTV cannot work. AT&T and Verizon are prime examples of firms with enough customer base and resources to do so. And many indpendent telcos have concluded that IPTV still makes sense. But IPTV remains a tough proposition for many smaller providers. On-demand video might offer a solution. But Qwest likely will be the key test of that theory.
Qwest's approach also might prove helpful if cannibalization of linear multi-channel video actually does start to happen on a significant level. In that case, Qwest will have preserved scarce capital for robust access bandwidth upgrades, and then will be in positiont to push ahead aggressively with a VOD plan without risk of cannibalizing its linear video base.
That would challenge the conventional wisdom, which is that a stand-alone VOD effort will fail without the ability to offer linear TV as well. Of course, Qwest already has that covered, with its DirecTV partnership.
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