Parks Associates and LEVEL Studios announced they will host a free webcast on July 28 focused on key drivers to create product differentiation for manufacturers, titled "Creating Product Differentiation for Connected Consumer Electronics.

Manufacturers must carve out a new, unique position in this changing market. These devices open several intriguing opportunities to capture content revenue. For example, an Xbox 360 is no longer just a gaming device but seamlessly serves video via integration with content from Xbox LIVE Marketplace, Netflix, Hulu Plus and other sources. Parks Associates' trend data show U.S. broadband households with connected CE are quickly becoming familiar with online options to access premium content.

In the U.S., online movies-on-demand are becoming increasingly popular, with 52% of households with an Internet-connected TV and 41% of tablet owners using these devices at least weekly to watch this premium content. Sixteen percent of U.S. broadband households watch video on a mobile phone on a weekly basis, and the number jumps to 36% for users under 35. The increasing connectivity of devices and pressures on average unit prices will continue to drive device category convergence and new ways for brands to engage consumers.

One of the biggest challenges for device manufacturers and brand marketers is staying ahead of the pace of device innovation. Manufacturers are trying to figure out how to create differentiation in an ecosystem that is quickly becoming fragmented, commoditized and crowded. On the other hand, marketers are wondering how they can effectively leverage the new device ecosystem to drive business value with their marketing programs.