September 2014
www.tvbeurope.com
TVBEurope 39 Special Report: OTT Multiscreen
products and further technological potential, paint a clear picture of the future course of development in the media content industry.
David Leporini, executive vice president of Marketing, Viaccess-Orca Providing the ultimate user experience on every screen OTT multiscreen is not a new topic in the pay-TV market. It’s been
around for many years. The challenge for content providers is figuring out how to continuously evolve and drive the industry toward innovation while also addressing consumers’ needs. In today’s highly connected world, content is everywhere. According to Deloitte’s Global Mobile Consumer Survey, consumers in developed markets on average own or have access to between four and eight devices. This increase in connected devices has created a dramatic shift in television viewing habits. Consumers expect the same TV user experience on every device, regardless of how the service is delivered. What’s more, consumers want the same level of personalisation and engagement
that they have become accustomed to online on the traditional TV set. Therefore, a major trend that we will see this year is how to provide the ultimate user experience on every screen. While service providers once dictated what type of content was available and when, that is simply no longer the case. Viewers want an intuitive, individualised TV experience anytime, anywhere, on any device. To be competitive, service providers need to offer a compelling user experience on every screen and be focused on increasing viewer engagement. So how can service providers do this? Viaccess-
Orca’s strategy for addressing OTT multiscreen challenges is based on our engagement model. It all starts with providing high-quality content. Viewers become more engaged when they have premium content, such as major sport events, award-winning movies, and hard-to-miss TV series. To monetise premium content, service providers need to implement business rules and protect content from threats of piracy.
Next, they need to offer a unified experience across all screens. Consumers want to be able to pick up any device and get the same engaging experience.
Personalisation is also important. Viewers want to receive content that fits their unique interests and likes. They also want to be able to interact with their friends.
Another crucial part of the customer journey is content discovery. Service providers should deliver personalised content recommendations to viewers. And, these recommendations need to be accurate, or viewers will become dissatisfied with the service. Last but not least, there’s plenty of research that suggests while consumers are watching TV in the living room, they’re simultaneously surfing the internet on their smartphones and tablets. Service providers have an opportunity to provide an immersive experience across all screens using second screen applications that can deliver an amazing content-based experience on the main screen leveraging enriched metadata and cognitive exploration.
By adopting an end-to-end TV Everywhere solution that fulfils these requirements for engagement, content service providers will be empowered to deliver OTT multiscreen services that offer a superior user experience and boost their revenue streams.
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