Cutting-Edge Mobile TV – You've Come a Long Way, Baby!

Some 20 years ago, WebTV arrived in some people's living rooms. It was co-founded by Steve Perlman, who began integrating TVs and computers in his high-school days after needing a graphics display for his home television. Although this entrepreneurial effort led him to build software for Apple and other companies, his WebTV was never the hit it was expected to be [1,2].

The WebTV era of entertainment and browsing involved the convergence of TV and the internet “to give consumers the best of both. They could channel surf and web surf, all while sitting in the comfort of their living room” [3]. WebTV comprised an adapter which enabled a TV set to connect to the internet, primarily for the purpose of checking emails and browsing the web. The apparatus incorporated a web browser, a keyboard (wireless or corded), and a connection via power line communication, cable internet access, ADSL or a modem.

Although compared to computer-based web browser, WebTV did not offer as much practicality, it was nonetheless a low-cost option to a conventional computer's internet connection. Yet regardless of everyone's hopes for a cool innovative entertainment experience that would enable them to have fun surfing and interacting, the software ran at a snail's pace, the hardware was awkward, and the TV was low-definition.1,3,4WebTV was initially purchased by Microsoft, and in 2001 it was absorbed it into MSN TV, until it closed down in 2013 [1].

But 20 years is a mighty long time in the tech space. As we approach 2020, we are no longer confined to the living room or super-glued to the sofa. We can enjoy the best of free entertainment and interaction on our smart phones and tablets with leading platforms such as OONA, the YouTube of TV. These platforms which empower us to have fun anytime, anywhere, are providing high tech 21^st century hard and software, with the latter now being as crucial as the former. Regulated TV apps like OONA are making head waves by delivering experiences and cool interactive features that we would have never thought possible until recently.

The WebTV moment has been and gone, yet inspiration gleaned from pioneers such as Steve Perlman, “has ushered in a new wave of TV innovation. It means we can embrace new formats like 4K and HDR video because platforms like [OONA and] YouTube have so much of that content to enjoy” [3]. It also empowers us with more social experiences, whether sharing and connecting with friends, and in the case of OONA's POTT (platform over the top), telling your AI bot what sort of content you personally enjoy and want more of.

Today, with exciting data-free and subscription-free mobile TV services like OONA's POTT, “we can undergo the biggest change of all: enjoying live TV without the commitments that come with cable. Cable TV revolutionized the television experience, breaking us out of a three-channel world and ushering us into a golden” TV era [3]. We became accustomed to having a terrific choice from cable – but paying for a service is no longer de rigueur when it can be rivalled or bettered by going OTT.

Some leaders in the over the top TV industry such as renowned digital strategist, and founder and CEO of OONA, Christophe Hochart, have been able to ensure that just as with YouTube, at last, viewers can enjoy “everything they love about TV, without the fees and annual contracts that come with cable” [3]. Writing about the emergence of such cool services, chief product officer at YouTube, Neal Mohan, stated: “when we at YouTube think about the future of TV, this is what we see—a future marked by greater choice, better quality content, smarter recommendations, more social experiences and fewer commitments. It is no wonder cord-cutting grew by 11 percent over the last year and is expected to jump even higher next year” [3].

Embracing the Golden Age of Online Video

Saturn is the limit for online video; it is making a massive impact on our lifestyles, and has generated a golden age of content that we could have barely imagined back in the 90s. Now, we are able to have fun by seamlessly switching from the latest films and series to live sport events, breaking and local news, and MTV. “All that choice can be daunting, but recommendation algorithms are getting better and better at surfacing content you’ll want to watch—over 70 percent of time people spend watching YouTube is driven by our recommendations [3]”

Taking it a Step Further

OONA, which has partnered up with one of the world's largest telcom companies, Telcom Indonesia, is set to provide over 185 million plus Indonesians data/subscription-free TV on the go, with a dongle to connect to a home TV as well. It is also on route to provide its unique service to other parts of Asia, Africa, the Middle East, South America, the US and Europe. Moreover, OONA's up and coming platform has gone one step further than YouTube. This is because along with its algorithm architecture, it has an interactive artificial intelligence genie.

OONA's World First AI Genie in the App

OONA's POTT has a unique method of finding out what sort of personalised entertainment content and ads every user wants to watch. This is conducted on a one-to-one basis via a friendly AI bot, named Siskabot. This genie in the OONA app, who appears in person when the app is downloaded, has regular conversations with users to understand their constantly changing wants and needs. When this data is added to the users' behavior patterns and program choice preferences, it provides excellent data collection and architecture. This in turn, optimizes ad targeting, thereby: providing the kind of helpful ads that can save users time and money; and offering the best and most exciting entertainment that the platform's consumers want.

OONA's Virtual Currency Rewards: tcoins

In order to encourage viewers to keep in regular touch with Siskabot, OONA and Telkom Indonesia offer a highly beneficial rewarding tcoin program. The more they engage in the app by chatting with Siskabot, watching content and ads, and sharing on social media with friends and family, the more tcoins they can accumulate. These can be redeemed for a broad selection of branded goods, meals, fun days out, discounts and telcom minutes and products. The tcoins, which are shown in a personalised virtual OONA wallet, achieve different statuses such as Rookie or Master, depending on the number of points the user has acquired.

The Game Changer

OONA's POTT is a game changer, and is well on course to fulfill its company mission statement: “To make life fun for billions of people by providing Free Mobile TV.” This offers a giant step for consumers who want commitment-free exciting entertainment any time, any where, and cool interactive fun, without having to waste away their time scrolling through pirate content or switching platforms.

In summary, the great expectations brought about by the emergence of innovations such as WebTV, laid the foundation for great things to come. Our high tech world and abundance of forward-looking entrepreneurs such as OONA's founder, Christophe Hochart, who literally thought outside the box, are enabling us to have more fun and cancel our cable subscriptions for good – Merci beaucoup to all of them!!

References

1. Metz, Cade (2007). "25 Years of PC Magazine: Year Fifteen 1996."

2. MSN TV: Closure FAQ Archived 2013-07-09 at the Wayback Machine.

3. Mohan, Neal (2018). “CES a Reminder of How Far TV Tech Has Come.” Retrieved from: http://variety.com/2018/digital/opinion/ces-a-reminder-of-how-far-tv-tech-has-come-guest-column-1202644545/ Accessed 24 Feb. 2018.

4. Fortgang, Ron S.; Sebenius, James K. (1999-04-19), "Steve Perlman and WebTV (A & B)." Harvard Business Review.

Sinking Ship - But Everything is Okay on the Surface

OONA is solving 5 industry problems to thwart the drowning:

No 1: FTA TV is Losing Money and Needs to Go OTT

The golden age of free to air (FTA) TV is over. “FTA television broadcasters have faced strong competition from online streaming and pay TV over the past five years. Consumers now have more choice than ever, which has split advertising revenue among more content providers. This trend has reduced the cost of advertising, negatively affecting the bottom line of FTA TV providers...” [1] and to that end, it needs to go OTT at low cost and gain revenue from programmatic advertising. Step up OONA's POTT (platform over the top) and associated programmatic advertising solution.

Basically, programmatic advertising is buying advertising space and placing ads via an auction procedure. OONA – known as the YouTube of TV, offers AVOD (advertising-based video on demand) and ad-free premium options via its interactive mobile POTT TV. This is set up to serve over 185 million Indonesians on their mobile devices, thereby enabling them to enjoy OONA's first-class entertainment where ever they are, 24/7. OONA is also on course to deliver live TV and exciting high quality programs, top series, sports specials, and the latest films over hundreds of channels, to Africa, South America, the Middle East, other parts of Asia, the US and Europe. OONA focuses on user experience for competitive advantage, so naturally, it is highly geared towards programmatic advertising. This employs various parameters including viewers' historical data and advanced algorithms in order to calculate real time bids for each advert that is placed by channel owners and content holders. The purchasing transactions are immediate.

Programmatic advertising is a highly successful advertising option on the OONA platform. It effortlessly streamlines the process of ad buying via the use of automated data-driven, technology. According to Statistica, spending for programmatic digital display advertising: “is projected to grow to 45.72 billion in 2019” [2]. Programmatic marketing empowers channel and content owners so they can target specific audiences. This can cover various demographic segments including location, social standing, gender, age and interests. Moreover, ads can be limited to certain frequencies and specific times in the day to coincide with target markets, such as in between live sports specials. With this method, channel and content owners are only paying for hugely effective adverts, delivered at the right time to the right people.

The bottom line is that programmatic advertising increases efficiency and saves money - two very valuable advantages. By opting for automation, it puts human beings out of the equation, and buying ads becomes less expensive and more dependable. Also, very importantly, program channels and content holders are able to optimize their KPIs (key performance indicators), and attain a deeper insight into the behavior of consumers [3].

N0 2: Pay-TV is Challenging, and Positive Changes Need to Be Made

In regions where piracy is king and pay TV penetration and the average revenue per user (ARPU) are both low, pay-TV must control brand equity and monetise assets. Research conducted by Broadband TV News in 2017, indicated that with regard to pay-TV subscribers: “subscriber growth will be lower than 3% for eight of the 18 countries covered in the report” [4]. When discussing increasing pay-TV in Italy, Daniela Biscarini, EVP & Head of the Italian Multimedia Entertainment & Consumer Digital Services,TIM, stated last year that: “Pay-TV penetration is comparatively low in Italy, at 26% of households. Free services such as YouTube and others have seen high adoption, but pay-TV is quite low compared with other markets like the US and the UK... we think there is a lot of opportunity to grow OTT services” [5].

In regions where there are too many pay-TV operators running after a very limited number of subscribers, clearly, the best course of action is to diversify, and grow OTT services. And this is where OONA's ready-made successful POTT model is ideal. The operating strategy is specifically geared to a company's unique structure and the region's demographics with the aim of rapidly increasing viewer numbers, and providing an exceptionally high income from OONA's strong business model via its OTT monetisation methods.

No 3: Telkom Companies Need a Complete, Ready and Integrated OTT Platform

In order to monetise their clients' leveraging infrastructure and data which goes down in price from year to year, telecommunication companies are branching out and going into new service areas well beyond their customary communications business. Television is high on the list, yet the telcoms are faced with fierce rivalry from different players such as established broadcasters and cutting-edge OTT platforms. The solution? The wisest move is to form a partnership with a proven leading over the top platform. Telkom Indonesia has led the way by partnering with OONA.

No 4: The Media Industry Requires an Alternative to Duopoly Digital - YouTube and Facebook

Digital has become ubiquitous in all marketing strategies. According to eMarketer, spending on Digital ads will rocket from $83 billion in 2017, to a whopping $129 billion in 2021. A high percentage of this growth is down to the switch from television to digital. Facebook and Google are top of the leader board a because they offer video. There are not any middlemen, they are safe, and they can be measured [6]. However, the fact of the matter is, advertisers will not achieve the frequency they desire from this duopoly alone. So it is necessary to look for good value further afield.

Moreover: “there are a variety of things you can only get outside of the walled gardens... If you want more data and the ability to control, manage and analyze it, you have to buy outside Facebook and Google” [6]. In addition to this: “not all of the innovation is coming from the big players. For proof, there is a long list of Facebook acquisitions and Google acquisitions, as they’ve needed to buy innovators to stay on top” [6]. So a great deal of what is being sold by this colossal duo was not actually devised by them. And when it comes to performance: “you’re always going to get better, more personal attention from... [a global company such as OONA] who wants to be No. 1” [6]. So smart content companies and advertisers are now looking outside the box, and exploring different avenues..

No 5: Clients Are Only Interested in Optimised Returns

OONA is geared to deliver deep data to boost optimised returns for clients. It boasts a unified system, and empowers TV channel companies and content owner by offering 100% control, customization and data transparency, without threatening their existing model. This is where OONA's highly successful strategy partnership is different to other platforms, and is one of the reasons why leading global channel companies are partnering with OONA.

Now clients have the golden opportunity to gain millions of viewers through OONA's POTT. This is because countless consumers including millions in developing countries, are no longer forced to find free entertainment by spending hours on end searching for what they want on pirate video platforms. When they download the free app and switch to OONA, they can say au revoir to this nightmare, and leave it in the past as they step up to enjoy a fun and rewarding data-free, subscription-free video experience which is super simple to navigate. With OONA they have everything they could possibly desire at their fingertips, be it the latest films, live sports, exciting series, fascinating documentaries, children's programs, and breaking and local news, all in one place.

One of OONA's most popular features is the “Genie in the App.” - the amiable Siskabot, the world's first OTT AI Chatbot. She has completely revolutionized the media ad space by delivering ads that each individual user really wants. Siskabot is demographic-specific, and appears live when the user has downloaded the OONA app. The regular discussions she has with the consumers help to determine what type of brand products they really like, and would love to get for a great price. Moreover, users are incentivised to regularly link up with Siskabot, and to watch cool video ads. For example, with the Telkom Indonesia-OONA partnership, they are given tcoins which they can quickly build up in a virtual tcoin wallet, and then redeem them for all sorts of things from branded goods to telcom products, discounts, fun days out, and delicious free meals.

The regular chats that Siskabot has with viewers, along with the data from users' behavior patterns and program choice preferences, provide excellent data collection and data architecture, which in turn, optimizes ad targeting and delivers the best brand benefits for every single user. In the case of Telkom Indonesia, for example: ultimately, this potentially means product sales millions of times over, ad infinitum, which thereby optimises clients' returns.

In summary, OONA's POTT is effectively solving 5 industry problems while simultaneously enabling consumers, content holders and telcoms to step up and benefit. “The future is better, brighter, and a lot more rewarding with OONA.”

References

1. Tarrant, Nick (2017). “Changing the channel: Legislation changes could consolidate the FTA television industry.” IBISWorld. Retrieved from: https://www.ibisworld.com.au/media/2017/07/04/changing-the-channel-legislation-changes-could-consolidate-the-fta-television-industry/ Accessed 10 Feb. 2018.

2.Statistica (n.d.).“Programmatic digital display advertising spending in the United States from 2013 to 2019 (in billion U.S. Dollars).” Retrieved from:

https://www.statista.com/statistics/278727/programmatic-display-ad-spend-in-the-us/ Accessed 10 Feb. 2018.

3. Kloefkorn, Sheila (2017). “Trends In Programmatic Advertising To Watch This Year.” Forbes. Retrieved from: https://www.forbes.com/sites/forbesagencycouncil/2017/05/16/trends-in-programmatic-advertising-to-watch-this-year/#781cb7cf7f11 Accessed 10 Feb. 2018.

4. Dziadul, Chris (2017). “Western Europe Tops 100M Pay-TV Subs.” Broadband TV News. Retrieved from: https://www.broadbandtvnews.com/2017/05/02/western-europe-tops-100m-pay-tv-subs/ Accessed 11 Feb. 2018.

5. Telco Transformation (2017). “OTT Will Exceed Pay-TV – TIM's Biscarini.”http://www.telecomitalia.com/content/dam/telecomitalia/it/archivio/documenti/media/interviste/22-02-2017%E2%80%93OTT-Will-Exceed-Pay-TV-TIM's-Biscarini%E2%80%93Lightreading-elcotransformation-com.pdf Accessed 11 Feb. 2018.

6. Green, James (2017). “The duopoly dilemma: Is it worth buying digital media beyond Facebook and Google?” Martech. Retrieved from: https://martechto