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The growing proliferation of connected devices and multiple screens in European households is providing the region's telcos with an opportunity to make the transition from providing access to content-based services, according to a new report from Pyramid Research.

"There is a feeling of urgency to provide content across multiple devices," said Sylwia Boguszewska, Analyst at Pyramid Research. "A convincing content proposition that plays to the cross-platform trends we are currently seeing could provide a winning strategy in the battle for subscriber retention and growth."

According to a recent survey by Heavy Reading, a sister company of the research firm, 76% of respondents see multiplatform video as an important requirement for the European telecoms business in the next five years.

Although cable and satellite TV operators are undeniably well-established in the content delivery business, Pyramid Research believes that European telcos now have a strong opportunity to capture customers across the whole device ecosystem.

This is attributed to two factors - firstly, there is believed to be more clarity on multi-platform video delivery standards, with many telcos already owning the delivery platforms: mobile, broadband and TV (thanks to the addition of IPTV by many telcos). Secondly, telcos also have an established billing relationship with customers as well as the ability and experience in providing service bundles, according to the report.

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