Create compelling digital tv services consumers want
2 likes559 views
The document discusses strategies for developing compelling digital TV services tailored to changing consumer expectations, emphasizing innovation, rapid prototyping, and market testing. It outlines key considerations for telecom operators regarding OTT vs IPTV choices, future-proofing content strategies, and enhancing customer loyalty through simplified offerings and continuous improvements. Ultimately, the objective is to achieve subscriber growth, reduced churn, and increased brand trust in the competitive digital TV landscape.
Create compelling digital tv services consumers want
- 1. Create compelling digital TV services consumers want Telecoms World Middle East 15 September 2015
- 2. Head of UX, New Business Ooredoo Group Previously SKY TV, Microsoft, Thoughtworks #UX #UI #Design #TWME @Ultraman About me
- 3. 1. Get over the first hurdle How do I convince stakeholders to build my TV Product? 2. Create innovative products fast How do I validate my ideas quickly enough? 3. OTT vs IPTV How do I choose which is best for my company? 4. Future-proof your TV strategy How do I own, distribute and monetise content wisely? 5. Test and learn How do I improve products, reduce churn and strengthen customer loyalty? Agenda Creating compelling digital TV services consumers want
- 4. People don’t watch TV like this anymore…
- 5. Expectations are changing • Multi-screen • OTT • Mobility • Self-service • Customization • Personalization • Participation • Social community • Shared ownership • Co-creation
- 6. 6 Where do you start? https://www.reddit.com/r/gaming/comments/1vqh4s/what_vr_headsets_should_look_like_according_to/
- 7. 1. Get over the first hurdle Use research to convince stakeholders to build your TV Product
- 8. Prove it works elsewhere • 14% YoY increase in IPTV subscribers 2013-14 • May 2014 OTT TV launch • Free for existing IPTV subscribers • Premium TVOD movies and TV series first • Multi-screen: PC’s, smartphones and Smart TV’s • Recent related stories, articles and reviews • 16 live TV channels, on the go • Live sport • Subscribe for $7.4/month promo for two months Note: 1Converted from HUF to $ using exchange rates of Q1 2015 from Oanda.com Source: Magyar Telekom’s annual report and quarterly reports, accessed in Jun 2015; Digital TV Europe, ‘Magyar Telekom sees multiscreen, IPTV boost’, Mar 2015; Broadband TV news, ‘Interactive, multiscreen boosts Magyar Telekom’, Mar 2015; OG Analysis • Quick uptake of OTT TV service (companion) • High daily usage % • Increase PayTV ARPU and subscriber base As of Mar 2015, 100,000 subscribers registered for TV GO, and more than half used it on daily basis In Q1 2015, significant growth in PayTV ARPU (5% YoY) in Hungary, primarily driven by IPTV uptake
- 9. Simultaneous TV viewing Stay up-to-dateOn the road Discover what matters most to your customers “People travel a lot for work and pleasure, this would be useful to have on long drives, will keep the children and ourselves entertained” “There are always fights in the house for the TV in the evening, this service will put away this problem, I can watch what I want and so can my kids” “When your waiting to pick up your wife from some place or when your at an event of some kind and not having a good time, this works as a good escape ” I want to remain entertained I want to watch my favorite soaps I want to reduce stress at home • Mobile data • Live TV • Multi screen
- 10. TECHNOLOGY UI / UX* MARKET RESEARCH Customer insight Industry insight Regional insight OG NB TEAMS Future Strategy / innovation International Roadmap definition Workshop facilitation Platform Agile/Lean project delivery Programme/project management Proof of concept creation Concept validation / usability testing Design support / vision setting COMMERCIAL MARKETING OG Business strategy OG Sales strategy Branding Advertising Product strategy OPCO Business priorities Local Roadmap Local experts Involve stakeholders early PARTNERS Capability support Additional expert advisory • Workshops • Presentations • Usability test sessions
- 11. 2. Create innovative products fast Use Lean UX & rapid prototyping to validate your ideas
- 12. Prioritise the biggest problems Current TV consumption Evolution of pay TV Triggers and barriers Value and ROI Decision- making Pricing & payment Purchase behavior • TV viewing behavior • Level of TV service adoption and consumption • Piracy • Where, when, why, with who? • Awareness of Pay TV Services like OSN and BIS • Appeal of content brands • Reactions to censorship • Illegal services like Dish TV and Tata Sky • Subscription thresholds (vs OSN, BIS or Omantel) • Quality of content selection, video playback • Social, effort, norm deviance • Control • Relevance • Timing • SVOD, TVOD, PPV, premium • Subscription / package options • Device choice (STB), Smart phones, Tablets and Phablets, Web, Smart TV, Games Consoles • Bill payment • Live TV epg, record, Catch- up, recs • social/family, current trends, new cinema releases, • Influence • Empathy • Pricing for a purchase decision • Consumer product expectation vs price • Payment options • Availability - retails stores, third party dealers, retailers e.g.Carrefour • Top up/re- subscription methods / preference • Discounts, Incentives and promotions • Timing & availability
- 13. Build a Minimum Viable Product… in 2 weeks Key screens and interactions New brand and UI Existing digital agency = Quick sign-off Existing technology platform Content / Pricing (focus group)
- 14. Test on popular devices • 1:1 video • Diary study • App tracking
- 15. 3. OTT vs IPTV Choose which Middle Eastern TV opportunity is best for your company
- 16. Decide what you need • User adoption • Content rights • Content delivery • Network • Routing • Quality of service • Unicast vs multicast • Regulation • Costs vs ROI • Speed to market • Competitior advantage
- 17. Deploy strategically Region 1 New product launch (Q4 2015) • New brand • New UI and UX • New content Region 3 New product launch (Q2 2016) • IPTV trial • Multiple locations • New features Region 2 Product extension (Q1 2016) • Extend existing TV service • Bundling options • Regional content
- 18. Have a flexible plan 2015 Q3 Q4 Q1 2016 Q2 • Android devices • iOS devices • PCs / Macs (Chrome, IE, Safari, Firefox) • STB • Dongle • Games console • Smart TV app • Windows 10 devices • Games console 2 • Live TV • nPVR • Catch-up • SVOD OTT TV service • Operator Billing • PayPal • Credit card • Product Packaging • Multi-DRM • Manage profile • New language • TVOD • Social strategy • Recommendations
- 19. 4. Future proof your TV strategy Own, distribute and monetise content wisely
- 20. Innovate to increase TV service uptake Apart from these, telcos should focus on other activities such as acquisitions, increasing TV CapEX, and launching own channels Bundled Services STB featuresOTT-VOD Services Access over multiple devices Live and catch-up TV Extensive VOD library Free access for promo period Remote recording Common remote for TV and STB Play, pause, and rewind live TV External hard drive Customize bundles Discounted prices Bundling of devices Free limited access to OTT Personal channel list Record one channel, watch another Profile targeted content Free cloud storage space Discount on other services Device purchase discount vouchers First level of engagement Differentiators
- 21. Build a robust TV delivery ecosystem • Modular / De-coupled • Flexible • Connected Download to go New Payment method Social network recommendations VR Goggles
- 22. Note: 1Excludes the online and mobile components of TV advertising; 2Includes broadband, VOD, OTT video, music, video games, and other digital media; 3Calculated using the expected CAGR for 2013–18 and advertising revenue forecast for 2018 Source: PwC, ‘Global entertainment and media outlook 2014-2018’, accessed in Mar 2015; McKinsey & Company, ‘Global Media Report 2014’, Sep 2014; Digital Strategy Consulting, ‘Global ad trends: Digital ‘to account for third of all revenue by 2018’, Jun 2014; OG Analysis Explore an AD-supported model • Matched to entertainment content • Unobtrusive TV experience • Timely, Targeted, Social • Easy purchase path • Flexible payment methods • Any device, any time • Monitor customer, advertiser and commercial partner needs • Fit-for-purpose formats • Premium video content support ! Middle East and Africa will witness the fastest growth in TV advertising revenue ! Online TV advertising is expected to more than double its share of the total TV advertising revenue between 2013–18 132 164 215 2009 2013 2018F 3 Global TV Advertising Revenue ($ bn), 2009–18F 5.5%
- 23. 5. Test and learn Trial and continuously improve products, reduce churn and strengthen loyalty
- 24. Simplify your offer Platinum 1 Platinum 2 Platinum 3 Gold 1 Gold 2 Gold 3 Silver 1 Silver 2 Silver 3 A Basic packages DB C 97% 2% 1% 10% ADD-ON 1A ADD-ON 2A ADD-ON 3A ADD-ON 1 ADD-ON 2 ADD-ON 3 Upgrade Add-ons Thematic Add-ons 0% 5. Remove upgrade add-ons 3.Shift expensive/flavored to Premium 2.Include common channels across all silver packages 1. Include all FTA 4. Merge Gold and Platinum packages 6. Integrate add-ons within premium bouquets • Too complex to understand • Hard to sell • Complicated integration Premium 1 Premium 2 Premium 3 + A + B +C + A + B + C + A + B + C BASIC • Easy to understand • Fewer options • Simple integration
- 25. Give customers content they want Some of the popular National channels Some of the popular regional channels Recommendation: Include these daily viewing channels in packages targeted to Asians “Watching these channels is our way of keeping up with what is happening back home, this our way of feeling connected”
- 26. Continuously improve the service Focus Groups • 5-6 respondents in each group • Interactive group discussion • Response variety and cross fertilization of thoughts • Group-dynamics to highlight different / common interests • multiple view points about different TV services, channels, genres, role of each TV service…etc. Home Immersions • VIBRANT – Takes place in the user’s natural surroundings; involves audio, visual, time • PERSONAL– Helps user’s respond to stimulus they already have (i.e. what they own, use, consume) • COMFORTABLE– Observational and participative rather than interrogative or evaluative • The family-setting is a realistic approach as TV and internet related experiences / decisions might be done together
- 27. 1. Get over the first hurdle Use research to convince stakeholders to build your TV Product 2. Create innovative products fast Use Lean UX & rapid prototyping to validate your ideas 3. OTT vs IPTV Choose which Middle Eastern TV opportunity is best for your company 4. Future-proof your TV strategy Own, distribute and monetise content wisely 5. Test and learn Trial and continuously improve products, reduce churn and strengthen customer loyalty In Summary Creating compelling digital TV services consumers want
- 28. a. Subscriber growth b. Reduced churn c. ARPU and EBITDA growth d. Offset declining fixed voice revenue e. Increased uptake of other services (bundle) f. Increased viewership g. Brand trust and loyalty What is the impact of launching a TV proposition? Answer… ALL OF THE ABOVE
- 29. September 21, 2015 Name Presentation29 Eewei Chen Head of UX, New Business Ooredoo Group Echen@ooredoo.com +974 5032 5263 Thank you