OTTビデオの提供開始におけるチェックリスト

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A forecast by research firm Digital TV Research pegs worldwide Over the Top (OTT) Video revenue to reach $51 billion in 2020—nearly twice of what was forecast for 2015 ($26 billion). We know that OTT Video is here to stay as more and more players enter the market. What seems fuzzy is how to master this space. As companies scramble to grab market share, here are some questions to consider:

1) Are yosubu focused on transactions or relationships?

The major shift that has taken place in recent years across every form of media is that the subscriber—not the advertiser—is now your primary customer. OTT Video is a pure-bred subscription economy native ruled by relationships. If you’re still thinking along the lines of one-time transactions—a sale and a goodbye—you are not ready for OTT Video.

To succeed, you must be prepared to go the long haul to cultivate, nurture and grow relationships with every, single customer. That’s right, every single one of them. Now, more than ever, you have an opportunity to take steps to create a unified view of your subscriber relationships, and use this relationship information to offer creative value-added services to your customer base, thereby strengthening those relationships.

2) デジタルエクスペリエンスは店舗のレジか、Genius Barサービスカウンターか?

Customer expectations have risen dramatically across all sectors but perhaps nowhere as much as in entertainment. Do not expect any customer loyalty or new customers if you are still offering them a clunky, digital check-out experience. People expect immediate gratification and want great value from step 1.

Your commerce system will need to provide functionality for customers to create and manage their accounts on the web, on tablets, and on their phones—in a self-service manner. Ensure your digital experience is consistent and delightful at all customer touchpoints.

また、真の意味でデジタルウォレットへの請求ができているか、確認してください。購入前に、顧客に対してデータフィールドへの入力をいくつ求めていますか?顧客が手軽に支払えるようにする必要があります。これは頭を使わなくてもできることですが、驚くべきことに、多くの企業がこの点を見過ごし、顧客を失っています。

3) モバイルやテレビ、あるいはIoT冷蔵庫でも、シングルサインオンをサポートできるようになっているか?

One of OTT video’s primary selling points is the fact that it’s device agnostic. This is not a premium option but a default expectation from your service. Are you ready to offer subscribers a seamless experience across all devices and bandwidths?

This isn’t just about the ability to view but also includes delivering real-time customer care across multiple screens and devices; and analyzing subscribers status, devices, and viewing activity to troubleshoot issues ahead of time.

Also, think outside the “box”: Are you able to scale and play well with other connected devices? OTT Video services are bound to cross-paths with IoT and the connected home. And this is poised to become a key factor in customer decision-making.

4) 焦点は幸せを感じるエクスペリエンスか、それともコールセンターの効率性か?

ミスは必ず起こり、技術的な問題もいつかは発生します。ほとんどのサブスクライバーがそれを理解しています。問題になるのは、対応の仕方です。コールセンターで工場のような効率性を求めている、あるいは問題と解決策を関連付けるアプローチをとっている場合は、これから坂を下るばかりです。

Remember why people are subscribing to OTT video? They have been unhappy with the traditional cable industry’s almost non-existent level of service for years. OTT has promised audiences that it’s different. Customers want to see this difference at every touchpoint including troubleshooting. Empower your team to focus on the bigger picture of customer experience across all channels rather than just solving a single problem.

5) 自社のビリングシステムをインボイスの印刷機と見るか、個人向けメッセージサービスと見るか?

The monthly bill or payment receipt is more important than ever before. It has evolved from a printed bill sent by postal mail to the most important means of digital communication between an OTT business and its customers.

If you’re treating the bill as a simple transaction receipt that goes out every month, you are missing a huge opportunity to connect and build your customer relationship. Use it to create a branded experience, nurture the relationship, deliver personalized messages, and as a reminder of why your service is unique. Spread your branding and make it an important touch-point that makes an impression.

In a world where you are competing for the digital attention of your customers, it is extremely important for OTT video services to deliver an engaging, memorable, and personalized message, not just a simple receipt highlighting a financial transaction.

6) データが未接続のままか、それとも大量のデータにも対処できるか?

Big data can be daunting but it can also be the biggest game-changer for your business. Ask yourself what kind of data you are collecting and how it serves you. Does your data help you truly know your customer? Do you analyze transaction data and trends? Do you utilize clickstream data to personalize the experience? Can you predict which customers are likely to churn? Does your data help you identify opportunities for upsells and cross-sells?

To succeed in the OTT video space, you have to leverage the power of big data. Being data agnostic is not even a choice. To drive success in OTT video, you need to utilize powerful, actionable data across marketing, commerce, and user experience to drive retention and subscriber growth.

7) 焦点は視聴者個人か、世帯全体か?

Video subscriptions and packages are not one size fits all. Meet the demands of your subscribers by offering the right package for their viewing habits. By default, customers will expect to see you offering a variety of products and pricing plans, so they can feel comfortable choosing one that best suits their needs in entirety. Your commerce system must allow you to support numerous product configurations, rapidly experiment with new plans, and change dynamically as market or competitive situations dictate.

Remember, every viewer is important. Even if he/she is not a direct paying customer. Your plans must cater not only to individuals, but to families and businesses too. Media and entertainment is consumed by everyone across generations, from children to grandparents. While the paying account holder may be a middle-aged parent who’s completely satisfied with your service, her teenage son may want more (access on different devices, more niche content, etc). You simply cannot afford to neglect the experience of viewers who are not directly paying you because ultimately they may be a strong influence on your paying customers and also might be your most vocal users and evangelists.

8) 会計チームは開発チームと同じくらいクリエティブに物事を考えることができるか?

サブスクリプションは全社的な改革をもたらしますが、その影響を最もよく受けるのは会計チームです。サブスクリプションの複雑な数値を理解できるチームは存在しますか?それとも、まだ追いつくのに必死な状態でしょうか?カスタムレポートを作成できますか?主要メトリクス(評価指標)をすぐに確認できますか?外部のレポート作成システムやデータウェアハウスシステム向けに、構成可能な抽出データを作成していますか?解約率を最小限に抑え、長期的な顧客維持率を高めるにはどうすればいいですか?クレジットカードのリトライ、チャージバック、データ保管の戦略はどうなっていますか?これらは、OTTビデオサービスの構築に備える際によく考えるべき事柄のほんの一部に過ぎません。

For some, this can be a whole new way of doing business which means ingraining the new approach in your team and empowering them with the right tools. However, the prospect of truly “owning” subscribers, billing and financials—and understanding their actions and behaviors in a robust and meaningful way—will ultimately be very rewarding.

9) Are you thinking just about OTT video or are you thinking of additional OTT subscription 他のOTTサブスクリプションサービスまで考えているか?

While OTT video can be a lot to master, you cannot think of it in isolation. The same or similar shift is happening in other industries too: the connected home, the connected car, etc.

The media industry doesn’t seem to know it yet but it stands to benefit enormously from this shift. Why? Because now you’ll be able to explore entirely new IP services (home automation, IoT, health). The general OTT infrastructure must play well with these new IP services as well. All are nascent industries without any standardisation but their convergence is a given.

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