Bringing TV to Life : what we do，TV is All Around You ？
Success in the OTT-TV market will depend on building a number of complementary assets and capabilities. Content remains king, but is not enough to rule on its own. OTT-TV players will need to ensure that they can:
1、Maintain a wide catalogue of attractive, differentiated content – delivered within the right consumer context.
2、Create a compelling multi-screen / multi-device proposition.
3、Offer a different quality of service (QoS) for different types / premium levels of content.
4、Effectively manage the extension of OTT services to the TV.
5、Develop a number of different pricing models and approaches according to quality and premium content.
6、Embrace the possibilities of social media to create unique interactive and communal experiences.
7、Develop a compelling, intuitive user interface to ensure an excellent customer experience.
To achieve these objectives, the winners need to ensure that they develop a number of critical capabilities. These include:
1、Building strong IT and technology skills.
2、Developing understanding and mastery of the requirements of a range of new devices (smartphones, tablets, set-top boxes, connected TV sets).
3、Having a clear content and rights strategy for the digital multi-platform world.
4、Re-organizing around the consumer with a single view of the customer directing the organization.
5、And all this needs to be done at ever greater pace than before.
While traditional TV business models were predicated on captive viewing, the advent of new technology means that viewers no longer have to be home at specific times to watch their favorite show. And they are no longer exclusively reliant on broadcast television to provide home entertainment – the internet and games consoles are also competing for viewers’ attention – alongside the digitally native OTT-TV providers.
In response, most traditional broadcasters have launched OTT propositions in one form or another to create an initial offering to meet the needs of the digital consumer. Broadly, their responses to date fall into four categories: Innovators, Followers, Extenders and Diversifiers. While each of these has its own merits and challenges, none are yet likely to provide everything that the digital video consumer is looking for.
The market remains highly fragmented, but as it develops and matures the key goal will be to create a customer proposition that is compelling enough to attract and retain the digital video consumer of the future. Getting this right will determine which companies will be industry leaders.