...What’s more important: control or reach? For operators, the goal is to quicken innovation and to increase the number of ways that viewers can access their services. The adoption of cloud-based services and more flexibility to reach devices that consumers may buy or already have in their homes is key to that strategy. However, doing so has its downsides: If your cable box no longer controls Input 1, your pay TV provider loses the ability to control how you find and access content. The question for operators is if that tradeoff will be worth it in the long run.