theibcdaily Friday 13.09.13 75 Making hybrid networks smarter
Multi-network solutions require holistic accumulation of subscriber data says Steve Oetegenn, chief sales and marketing officer, Verimatrix
The rapid adoption of multi- network video services is creating significant opportunities for pay-TV operators to extend their reach, reduce churn and generate new revenue streams. As these multi-network video services grow in sophistication and scale, the focus has turned to maintaining a high quality user experience (UX) for subscribers, which includes everything from content discovery, device authentication, video and audio quality, interactive features and so on. For operators to achieve a
high, consistent UX experience across all devices, they need to set their sights on three major goals that represent a quantum leap in multi-network video delivery: • Harmonisation of content presentation, navigation and other features that are tailored to each device • Unified management of entitlements to ensure all
policies are enforced on a per- session basis • Holistic accumulation and analysis of performance and subscriber data in realtime. When combined, these
create what we call a ‘hybrid content management model’ that supports an integrated UX, and in many ways achieves the market benefits long envisioned for a fully converged next-generation TV service. What makes this even more compelling is that at the point where these components intersect, operators can access a staggering amount of audience and network behaviour data. Typically, this type of
information has been siloed within the hardware or software that collects data points – a CDN, set-top box or a content security platform, for example. As part of an integrated hybrid content management system, operators can start to
faster trouble resolution. Of course security plays an
Steve Oetegenn: ‘Operators can start to contextualise and analyse data’
contextualise and analyse this data as part of a realtime feedback loop that enables an even more dramatic range of enhanced UX possibilities. Think of focused content cross-marketing (such as in- guide advertising), content discovery enhanced with social media hooks through video-on- demand (VoD) libraries and
interesting role in this model as the privacy of sensitive consumer data is paramount in this environment. Gathering realtime subscriber intelligence enables service providers to create a fine-grain picture of who is watching what content, on what devices it is being watched, when and where these devices are used, and how the network is performing to deliver such content. With this level of detail, operators must be able to protect the information with an adequate security envelope. The strong need for secure
realtime subscriber intelligence is prompting forward-thinking members of the digital TV ecosystem into working toward the tall task of providing an adequate, multi-faceted approach. For example, Verimatrix has integrated our ViewRight Live application with the Akamai
Sola Analytics technology to provide comprehensive insight on audience behavior and realtime video quality from the audience level to the individual viewer – all within a secure video delivery platform. We will be discussing these
issues and more at our Multi- Network Solutions in the Real World Forum tomorrow (Saturday) from 8:30 am- 10:30pm at the RAI. During the Forum, a panel of industry experts from Ziggo, Sony Pictures Entertainment, Elemental Technologies, Akamai, Ericsson, Decipher Media Consultants and Verimatrix will explore the role of analytics within multi- network, multi-screen services in making hybrid networks smarter. To reserve your spot for this free Forum, please visit
www.verimatrix.com/ibc2013 4.A55
Opinion
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