There has never been a more appropriate moment for content providers to rethink their digital distribution strategy.
The technology, the penetration of broadband, the digital education of consumers and the abundance of content, all create opportunities like never before.
However, content consumption has become highly fragmented! Mobile operators are moving to TV. Facebook and Twitter have dived into video. Short form content is on YouTube or Facebook. Netflix and Amazon have taken over the long form content and now heading for live sport.
There isn’t a universal recipe for building a successful strategy. Each player has its own objectives and constrains, which makes this ecosystem so diversified.
However, there are few general points that worth looking at when designing a distribution plan.
OTT – The opportunity
Telcos – reach
• OTT removes the emotional pain of choosing the right operator by switching the challenge into an opportunity of providing a positive experience with their product
• OTT supports pushing multiple-play services
• Helps create friendly bundles
• Better content monetization
Content providers – direct-to-consumer line
• Ensures control of the distribution
• Generates multiple revenue streams
• Better monetisation of the library
• Cost reduction
• An engagement tool
Where to start off
Design the product and the UX starting from user behavior and expectations.
Begin with a segmentation to reveal insights and identify blind spots.
Use data to design the right content mix.
Create cross territory partnerships to gain access to premium content.
The product – Simple is more!
“It has to be so simple that my mother could use it without calling me”
Registration and payment should be easy, clear and take less than a minute. Once the enrolment process it’s done, the user should be able to access the desired content.
In digital, the chance of a second impression is very expensive.
Use content discovery tools – 80% of digital content is consumed by referral.
Packaging and payment – provide options to make customers comfortable.
Platform scalability – design for the maximum, build for now and ensure resources for upgrades.
Marketing & customer acquisition
Customer acquisition is about creating opportunities. Reach out! Segment the target, relate with content and identify moments to deliver a message with concrete action.
The best way to fight piracy is a good product with an excellent experience!
In order to make the service relevant enough to keep ccustomers paying, you have to maintain a continuous flow of communication.
Customer care – always be prepared to solve problems fast!
Monetisation
Create multiple revenue streams! Pay per event, pay per competition, monthly or daily passes, free view or advertising – there’s no rule forbidding blending them all in a single platform.
A subscription based service could provide advertising packages, allowing users to access sponsored events.
Build partnerships to create bundles upon events, moments or places of consumption, or devices.
Integrate e-commerce! Digital is never single screen. It’s normal for a user to watch a movie, read news, check statistics, comment with friends and purchase products at the same time.
All in one, the best marketing for an OTT service is the product itself!
Start from the user, keep it simple, design the best experience, be flexible, provide a relevant content, never stop communicating, be ready to solve problems fast and innovate!
Cristian Petre Ionescu is the Senior Product and Marketing Manager OTT Services at Telekom Romania.