Asia-Pacific Broadcasting (APB) September 2017 Volume 34, Issue 7 - Page 35

X-PLATFORM September 2017 35 resses demand for more ing experience ❝ Ease-of-use and viewers’ experience are the biggest factors, after content, to drive TV Everywhere. Having the content is important, but being able to find and consume that content quickly and easily is equally crucial. ❞ — David Blackett, Group GM, Magna Systems and Engineering is desirable, hence encouraging brand loyalty, which is priceless.” But when it comes to content, the key in retaining viewers is through personalisation, Frankin stresses. “Targeted content is a worthwhile method to retain viewers to stay with the service. Using metadata, content providers can offer a personalised service. With a service tailored to suit their viewing behaviour, viewers will be more likely to continue to use it as they are pleased with that particular service.” In addition to content, adver- tising can also be personalised using big data, to provide more value to the viewers, he suggests. Personalised advertisements, in turn, result in enhanced brand engagement, and will encourage operators to deliver services that are more likely to be relevant to their consumers. Franklin concludes: “The bot- tom line is — all consumers like to feel as though any service they are getting are tailored to their specific needs. It is about time that content providers understand how lucrative meeting this desire is. By providing personalising services, content providers can attract view- ers’ attention, and ultimately retain them on the platform.” While TV Everywhere is set to grow, the biggest challenge for me- dia companies is how to effectively monetise their content, observes Sushant Sharma, head of consult- ing services, Asia-Pacific, Accedo. He elaborates: “There are a few options when it comes to moneti- sation. If the content is compelling enough, subscription may be an option. Many consumers, however, expect content to be free. Thus, operators may consider offering additional targeted content at a fee or using targeted advertising to monetise the service. Another option is to bundle the content with mobile data packages offered by telcos.” For instance, Renfe, a Spanish railway operator, has been offering on-board Wi-Fi that allows pas- sengers to connect to the train’s wireless LAN using their own de- vices. Last month, Renfe expanded the platform by partnering Accedo and Spanish telco Telefonica for the launch of its TV Anywhere service — PlayRenfe. This collaboration, according to the companies, will allow 19 million Renfe passengers to enjoy video experiences while travelling by train and waiting at stations, without having to tap into their own data bundles. PlayRenfe entertainment com- prises Telefonica’s own produc- tions, films, series, documentaries, programmes, courses, books, games and music. Passengers can switch between five different channels, enabling easy access to live sports events and breaking Under the collaboration between Spanish railway operator Renfe, Accedo and Spanish telco Telefonica, 19 million Renfe passengers will be able to enjoy PlayRenfe during their journey on Renfe’s trains, and when waiting at the stations, without having to tap into their mobile data. news at any time. Besides on- demand video programmes and live TV, PlayRenfe also includes other Renfe services such as in-app ticket purchases and loyalty cards. Sharma continues: “Viewers like to access to content when and where they want it. Being able to watch their show on the train from home to work has become a part of their daily lives. “As a society, we no longer schedule our lives around the TV programming. Instead, consumers will grab any chance they have to catch up, and content providers will need to have their content ready and on-the-go.” In response to the shift in con- sumers’ video consumption habits, several broadcasters and TV net- works have launched their own OTT services across the region. These traditional content provid- ers, according to Sharma, are in a unique position to offer premium content due to their existing re- lationships with customers. For broadcasters, he adds, these OTT offerings are able to complement their linear feeds, and can either be in the form of an alternate content delivery method or used in a way to deliver niche content. Sharma concludes: “While some media companies have launched OTT services that are linked to consumers’ pay-TV sub- scription with an operator, we are increasingly seeing media compa- nies and broadcasters partnering with telcos to either launch their OTT services bundled with data packages or broadband subscrip- tions, or in some instances, the mobile data is zero-rated. “Moving forward, we will see telcos providing mobile and fixed broadband as key constituents of the ecosystem in some emerg- ing markets in the Asia-Pacific region.” Video streaming dominates overall mobile data traffic By 2022, Asia-Pacific is expected to record the largest global share of mobile data traf- fic, which is expected to exceed 30 ExaBytes (EB). This, according to Ericsson’s Mobility Report June 2017, is due largely to the rapid growth in mobile broadband subscriptions from China — which