The era of on-demand content has arrived and consumers are increasingly using media outside the comfort of their home and in the comfort of their 5+ inch personalized screens. Plus, that screen is no longer limited to the elite as video is quickly becoming mainstream, and as consumption grows, OTT consumers will demand seamless access to services, compelling stories and value for money. Vibhu Agarwalthe founder and Group CEO of Ullu&Atrangii, observes the complexity this will entail and proposes additional solutions.
Everywhere content means great complexity, Vibhu Agarwal provides solutions
“Platforms should have an intuitive understanding of what consumers want without the users having to ask. When it comes to running a streaming business, there is a consistent paradigm for success that all OTT services, both consumers and operators, must adhere to: Content + Distribution + Experience,” said Vibhu Agarwal, the founder and Group CEO of Ullu&Atrangii. The concept is clear: Distribution– increase your potential total addressable market, Experience – provides an excellent user experience, and Content must be compelling.
This direct-to-consumer (D2C) concept is not unique to the TV and media industry, but there is one inherent challenge in the world we live in: massive fragmentation. The sheer number of consumer electronics and hardware options for operators, combined with a dizzying array of software options, creates an exponentially complex problem in this industry more than any other.
Subsequently, the rapid proliferation of connected devices, combined with increasing access to fast reliable internet, has contributed to the rapid adoption of OTT services. Viewing media for video-specific applications include mobile, tablet and (especially) TV. Distribution is critical, and this is not a new paradigm. Traditional pay-TV operators controlled the distribution of content through their cable networks and ultimately their rented set-top boxes.
An interactive video app could run on any device with a screen, a development environment, and an internet connection. “In general, there are two types of devices intended for video consumption: connected devices (or consumer electronics) and set-top boxes. If you double-click on a category, you can see how complex it is,” says Vibhu Agarwal, the founder and Group CEO of Ullu&Atrangii.
There are a dozen primary connected TV devices/platforms that currently account for the vast majority of household penetration. The hardware distribution options for set-top boxes are exponentially more numerous and complex.
Vibhu Agarwal Ulluc The CEO concludes that access to these devices is difficult due to proprietary middleware software, limited memory availability, and CPU limitations. To meet today’s OTT distribution requirements, we need a strategy and technology that can grow with customers’ ambitions.
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