At Evergent, we think “over the top” (OTT) video offers an over-the-top opportunity and challenge. Are you ready to achieve success in this space? Do you know what’s most important to consider as your primary customers have shifted from advertiser to subscriber? Do you know how to build the right platform with the scalability and flexibility your users need? We can help.
As a global provider of cloud-based, user management services for video providers, Evergent knows a thing or two about enhancing the customer journey. For telecom, cable, media and content businesses, OTT video represents a new business model and a new trend in content broadcasting.
According to Evergent Founder and CEO Vijay Sajja, “The end game is all about retaining subscribers and maximizing their lifetime value.”
That said, here are five important considerations when building an OTT:
Simplicity is everything. Your subscribers will go elsewhere if user/subscriber sign-up is not straightforward and fast. Are you ready to offer subscribers a seamless experience across all devices, bandwidths, geographies/locations? Do they have social login support and management, and single sign-on ability?
Want to support multiple pricing strategies so subscribers have more ways to engage with you? Your first goal should be to get more customers onboard. You then need to continuously iterate on your offering based on customer needs, and modify pricing strategies accordingly. And be sure to align your pricing with your company goals and subscriber demand.
All your viewers are important, but they don’t have all the same needs so don’t try to sell them a one-size-fits-all approach. Personalize the OTT video experience anyway you can with new recommendations, offers, additional information, social comments and more. Sure, millennials are important and are big users of OTT but don’t neglect other demographics and global users worldwide. Give ALL your viewers a personalized viewing experience.
Your service needs to be everywhere your subscribers are. In fact, your technology needs to be available to screen everywhere — desktops, web, mobile, TV — and anytime.
Don’t make it hard for users to make changes to their service or upgrade/downgrade service, or get a refund or credit support. Whether it’s a one-time purchase like watching the Wimbledon final or an on-going subscription, one-button simplicity is what’s needed.
Learn more about how Evergent can help by contacting firstname.lastname@example.org