According to Parks Associates, IPTV delivers television programming via a high speed Internet transport. Telephone companies are installing fiber optics to deliver IPTV in order to prevent customers switching telephone services from traditional fixed lines. The author maintains that telephone operators must offer new services beyond price competition to keep customers. Such services include programming choices (such as sports packages) and video-on-demand. Telephone operators may have greater growth potential than cable companies. IPTV may reach 13 million subscribers by 2010.