IBC 2011 – AMSTERDAM. Sky Deutschland’s senior vice president of consumer marketing has said the consumer does not want to watch content in different places, more they want to watch at a time of their convenience.
Marcello Maggioni told the annual NDS Press Lunch at IBC 2011 that while the industry was talking about portability, mobility, devices and places, the consumer only uses “when”.
“It’s when I am on the train or when I am in the airport, it’s never where for the customer, but a moment of the day. the only currency for a customer is time.”
Maggioni’s theme was that the industry sometimes over complicates the services it is offering the consumer.
“We launched Sky Anytime two weeks ago, we see it as the easiest way to give the customer content, so they just push the button and the content is there. It has massive engineering behind it, but when you push the button that’s all it is.”
Sky Deutschland has also recently redesigned its EPG, Maggioni explaining that some of the functionality had been improved simply by changing the colour of a button from blue to White, in the process making it more visible to the consumer. “Don’t let’s forget the last mile of consumer usage interface, because that is the one thing that could make the difference for one tablet provider having 80 per cent of the market.”