*This blog post first appeared on the Massive Interactive blog. Massive was acquired by Deltatre in November 2018.
Want to get straight to the white paper? Click here.
Telcos have a big problem on their hands.
Despite being the backbone upon which other sectors have built their fortunes, many of the world’s largest communications companies have struggled to capitalise on their own digital transformation. Previously lucrative offerings like text, voice, and even data, have become commoditised. Infrastructure costs to support internet consumption continue to reach eye-watering heights, and it’s clear that broadband and mobile revenues will be unable to support this growth over the long-term. And with pressure coming from all angles, the need to stand out from the crowd has never been greater.
It is perhaps then ironic that as the carriers of the world’s internet OTT (“over-the-top”) traffic – estimated to reach the equivalent of 3 trillion minutes per month by 2021 – many telcos have failed to position video as a core service within their portfolio effectively. Sure, they’re in the game, but largely they are losing out to the competition - companies like Netflix, Amazon, and Hulu have all taken the opportunity to step in and fill the gaps, capturing huge market share through the process.
But rest easy – we’re here to tell you that it’s not too late.
It is estimated that the 50 largest telco video operator groups generated $89.3 billion in video revenue last year, up 8% from 2016. Between them, they account for more than 300 million video subscriptions. The most successful telco video operators recognise that a well-executed OTT proposition can have a serious impact on the business’ overall bottom line. Offering the right combination of targeted content and feature set, priced competitively, can act as a critical differentiator in a volatile marketplace - but it’s how you approach video that can be the critical factor in finding success.
In this white paper, we explore:
- Some of the key challenges faced by telcos when it comes to leveraging video to grow profitability
- How unlocking user data across all touch points is the key to success
- And why targeted video UX is a compelling point of difference in a market where customers have never been pickier.
Sound interested? Download your copy today: https://info.massive.co/winning-the-war-on-ott-video-what-telcos-need-to-know-about-ux
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