Operator qualified data base and decoder addressing capabilities via iTV systems195
8.3. Interactive Television critical factors of success
8.3.1. Obstacles to success and drivers of success
As the thesis reaches its end, so does the Interactive Television industry begins to be developed in Portugal. The birth date is still to be precisely defined, but TV Cabo is strongly committed to bring the “baby” to the world until the end of the second quarter of 2001.
Of course, one year from now things will be quite different, and many doubts will have given place to certainties. Nevertheless, this is only the beginning, and as any other new medium, there is lot to learn and a lot to create.
“The TV is undergoing a revolution”, states the Deutsche Bank "Broadband E-battle" to whose authors Interactive Television is the greatest revolution in the industry “since the advent of color or the introduction of the remote control”196. As far as the five golden rules of Enhanced TV for successful companies, the Deutsche Bank report outlines the following:
The service provider is the gatekeeper:
The company that has the billing relationship with the customer is the who decides which buttons are on the remote control.