September 1-3, 2020

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Blog  |  19.07.2016

OTT Plenum: “Segmentation Is Key”

Within the framework of ConvergenciaShow.Mx, took place the plenary session focused on the development and positioning of TV Everywhere platforms and the possibilities of new businesses.

The executive panel “OTT Plenum: How, When and Where”, with the participation of Carlos Hulett Guinand from Vivoplay; Ignacio Fernandez from Accedo and Alejandro Couce from Vindicia, moderated by Alejo Smirnoff, discussed the next generation television that will change the role of Pay TV operators, the transactional model and the strategy of OTT boxes, smartphones and Smart TVs.

“The pay TV operator should be a window to the digital world for the subscriber. This is what will give it the power to keep its subscribers and rise above basic TV services. We must approach the end user through a complete experience that allows them to meet all their needs in a global and comprehensive way,” explained Ignacio Fernandez, executive of Accedo, who helped generate a complete flexible platform to take advantage of all opportunities.

OTT Plenum: “Segmentation Is Key”
Carlos Hulett Guinand, Ignacio Fernández and Alejandro Couce

While there will always be traditional content delivered via satellite, cable or IP, including live sports or news, more and more will be mixed with OTT services to deliver the content with quality of service and focus on the user experience, through search and recommendation as viewers want to find content quickly, programs or movies, in one click.

Among the keys to attract and retain subscribers understanding the tastes of Latin American subscribers, is the way to differentiate from other offers. “Our key is that we are the only ones who offer what we do. Deepening segmentation is the key to OTT. We cannot compete with the giant libraries of Netflix or Amazon. You have to dedicate yourself to know how to do it and do it well” said Carlos Hulett Guinand from VivoPlay.

For the CEO and founder of VivoPlay the future is in the applications since the channels will be gradually migrating to mobile applications, STB and TV Everywhere, which is what generates more specific and niche channels. There is a continuous increase in demand for direct-to-consumer solutions. Studios and TV channels are increasingly launching these products.

The OTT phenomenon is the biggest transformation for content distribution in the last decades. A company with a television strategy without an OTT strategy will not survive in the future. That’s why the initiative is joint with service providers to help bridge the gap between traditional pay TV and streaming.

The talk addressed a topic that is being discussed by all companies in the industry: to define a graphic interface, platform or middleware that is pleasant for its customers and that effectively finds the content offered. All companies, each in their own way, are looking for ways for consumers to find the content they offer. There they agreed that companies working on the technological basis of the platforms have the flexibility of very competitive models of CAPEX and OPEX and in the interface and development of their middleware to integrate it to the cable operator.

“The objective of the content offered is to become profitable, although it is a complementary experience. Without traditional advertising, Netflix has a 6 billion investment with 75 million subscribers and 125 million streams. So you have to customize the offer for monetization with attractive plans and a flexible system with charges per PPV, per genre, per number of devices, as an example to increase the business. This will generate more revenue and retain more subscribers”, concluded Alejandro Couce, from Vindici.