iptv business today
key factor in ensuring the success of marketing campaigns and predictive There is no evidence to suggest that a
TV services in the future. Evidence of churn management. In other words business model exists for one-to-one
the importance of personalisation extract the maximum return from marketing; rather, micro-segments of
comes in a survey in March 2009 by personal profiles of users. anonymised users are economically
Vignette Research which found that One key project for the company in possible and bring many benefits. By
personalised services and content the TV sector has been with Finnish
TV operators
creating anonymised profiles of
were vital to engaging an end user TV provider PlusTV. In order to boost would be groups of individuals who like a
experience. The market analyst found the personalised nature of its service,
wise not to
certain type of music or a certain kind
that a personalised experience was PlusTV engaged Xtract to do some
take their
of fashion, advertisers can provide
key to attracting and retaining customisation work that
customers
relevant ads via a cost-efficient model
customers and revealed the encompassed finance and invoice and stop spamming users with
importance for operators to create an functions. Yet what drove the PlusTV
for granted
generic ads that have no relevance to
interactive, engaging experience to implementation were Xtract’s and spend a them."
retain consumer interest and foster expertise in the realms of marketing
lot of time
In short, Ahvenainen cautioned
loyalty. analytics and obtaining customer
looking hard
operators that it has never been
Vignette added that another way to insight. This was a non trivial task.
at what
found as cost-efficient to advertise to
enhance the users' experience was to Even though PlusTV was running its
deliver personalised content to own analytics within its own
types of
one person and believes that this fact
won't change, even as advertising
customers. This would enable database, one of the biggest tasks
products and
evolves. And falling foul of anti-span
businesses to optimise every was data integration. According to services legislation could be a very costly
customer interaction by offering ideas Jouko Ahvenainen, co-founder and VP
individual
mistake to make.
and recommendations that their of Xtract Xtract, the initial data
customers
The use of sophisticated data
customers haven’t yet considered definition was a “painful process at
based on what they are searching for times”. Furthermore, the project also
actually
analytics and other such system
should though be of assistance in
and/or what they have viewed and involved complex software-as-a-
would like
making the most out of customers’
bought previously. Providing service (SaaS) procedures and other to preference and other companies are
consumers with targeted, custom work.
experience
taking this concept further. IPTV
personalised content could therefore, Even though personalisation using
in order to
middleware and applications provider
suggested Vignette, enable users to technology such as Xtract’s could give
stay happy
Orca Interactive offers a platform for
exceed their primary expectations and operators a highly detailed view of
encourage them to return. their customers that should assist
and
personal, optimised TV programme
recommendations, with social
So far so good but a successful marketing departments to provide
spending
networking portal Trusted Opinion.
personalised service can only be personalised advertising and hence customers. Combining user profiles, popular
worthy of its name after a lot of optimise revenues, Ahvenainen
And it is in
choice and usage history to build a
investment in the right warned of anonymity. He added:
this regard
personalised set of viewing
personalisation technology and “Behavioural-based advertising has
services. Finland’s Xtract is one such been around since the dawn of the
that IPTV
recommendations for live TV and VOD
content, the solution is designed to
firm who believes that premise, Internet. Making ads more targeted is
operators in
allow viewers to share personalised
delivering software products for social helpful to many users. [Technology particular content recommendations with
marketing and advertising exists to] allow keen users to
could have a
friends and family over the web and
intelligence. The company aims to proactively set their preferences to
big
to the TV. Rather than use an EPG,
refine social interaction, personal make ads and promotions more
advantage
users receive instead
behaviour and demographic data to relevant to them, which we expect recommendations that match their
create for operators what it believes many users will take advantage of. tastes, interests and mood.
are accurate 3D user profiles. These But all this data must be anonymous And it is in keeping customers in a
profiles are claimed to allow to respect privacy. We’re often asked good mood that the future of TV
operators to utilise data as a dynamic whether advertisers desire profitability will undoubtedly depend
tool in the day to day business of information on individuals; who you on. In a world of thousands of
marketing for effective and intelligent are networked with, what you have channels and content everywhere,
targeting of digital advertising, viral bought, etc. The simple answer is no. less is decidedly more.
www.ibeweb.com l may/june 2009 l ibe l 7
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