mPhase Technologies this week moved into what is largely a next logical step in its development by launching a services creation strategy designed for telcos competing against incumbent cable and satellite providers in the video market.

The company, which developed the mPhase TV+ software as its core offering, is pushing carriers to look toward services that provide for greater personalization. That strategy, while not ignoring the larger mass marketing efforts traditionally done by big telcos, plays off of carrier network’s biggest strengths, said Mary Whelan, executive vice president of marketing and communications for mPhase.

“The opportunity as we see it is they have an inherently two-way network and they are able to deploy video with IP addressing,” she said. “They can start to create services that are much more targeted at particular consumers.”

That thought process is slightly different than what many vendors and carriers are aiming. One school of thought is that telcos can compete by pushing more video and data at consumers than cable operators can. And while that may capture some market share, mPhase is pushing a more structured approach where individual consumers can pick and choose only the networks they want. The ability to address individual set-top boxes via their IP address also will give carriers a lot more flexibility.

“It’s starts getting interesting when you look at things like time shifting,” Whelan said.

Ultimately, carriers could get down to set a granular level of marketing video that they could target only people in certain professions, offering content such as continuing education.

“You can do things that are very targeted for things like professional organizations,” Whelan said.