QVC uses IPTV to keep ahead

Home shopping channel QVC is streaming crucial sales information direct to staff desktop PCs using internet protocol TV (IPTV) over its local network.

The system, providing both television access and real-time sales information, will ultimately be rolled out to all employees.

QVC’s existing cable-based television system was unable to cope with the recent 40,000sq ft expansion of the firm’s London headquarters, says director of engineering Richard Burrell.

‘We could not deliver in-house TV using the existing system because it did not have the capacity,’ he said. ‘It had run out of bandwidth and channels were interfering with each other.

‘IPTV only delivers the requested channel to each desktop, ensuring no interference.’

The first business area to use the new system will be the merchandising department, which is responsible for choosing the products QVC will sell on its television channel.

Desktop TV provision allows marketing staff to identify new trends. And by linking the system into the firm’s Liverpool call centre, sales information can also be streamed live to large video screens in the department, says Burrell.

‘Previously, users logged into statistical screens using the central computer system’s resources, but now the information can be distributed via IPTV,’ he said.

The system, delivered by Exterity and Klicktv, will also be used for test runs of future services, says Burrell. QVC is considering developing video-on-demand and IPTV will allow the company to deliver a mock-up to senior management before ‘letting it loose on the web’, he says.

IPTV is suited to organisations, such as QVC, which rely on responding to information quickly and in real time, says Quocirca analyst Clive Longbottom.

‘Internet television is still not common among companies despite being relatively easy to install,’ he said.

‘It is bandwidth-hungry and still quite expensive, so there must be a compelling business reason to invest.

‘However, IPTV is much better at delivering data and information than a scrolling bar, and if QVC can develop an end-to-end IP service, it could interact with customers directly through its computers to drive increased sales,’ he said.

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Further reading

Europe leads world in IPTV

Carriers to spend $1tn on IP networks by 2015

UK lagging behind Europe in IPTV take up