OTT Video Has A Great Future – If The Network Can Sustain It

Image credit: Abu Org

“OTT video services are having a massive impact on underlying network technology” [1]

Institute of Telecommunications Professionals

There are a long list of drivers which could shape the telecommunications industry. One of these is: “the ownership of network innovation, which is an important success factor in the telco ecosystem” [2]. There was a time, not so long ago, when all network services were supplied by the network operators themselves. - This was in the days before the internet reigned - an era when revenue poured in to networks from selling retail network access, voice calls, text messaging, and other simple data services. But since the internet evolved into the global giant it is this century, video became king, and thus a crucial factor in propelling the need for network capacity. Now, video streaming audiences are becoming larger, and they are watching for longer in higher resolution [1].

   Joddy Hernady, SVP Media & Digital Business, Telkom Indonesia and Christophe Hochart, Leading Digital Strategist, Founder & CEO of OONA

“At the same time as smartphones and apps became ubiquitous, over the top (OTT) apps [such as OONA mobile TV] emerged, substituting traditional network-provided services such as TV/video” [1]. The cutting-edge data/sub-free OONA app was first launched in Indonesia (under the name OONA Indonesia) in mid-2018, after a 2017 partnership was cemented between OONA, the technology company behind the app, and mega telcom giant, Telkom Indonesia.

Futuristic Tech

Leading digital strategist, founder and CEO of OONA, Christophe Hochart, devised a futuristic innovative business model for telcoms, studios and content holders, and since then, the interactive OONA platform has been in great demand all over the world. Not only is OONA set up to serve 185 million Indonesians, it is also on course to bring billions of people free first-class broadcast-quality fun entertainment in other parts of Asia, Africa, the Middle East, South America, the US and Europe.

Second to None

OONA Global, has emerged as a premier channel distribution company, and a leading promoter of telcoms. It stands as one of the key players in the growing global digital entertainment landscape, and has a strong focus on AI. It provides customizable live linear and VOD content comprising 250+ ad-funded top local and international channels - many of which are from the US and Europe; a patented chat bot, cloud-based management systems, and advertising programmatic platforms. Moreover, OONA is unique in that it offers viewers loyalty rewards in the form of a virtual currency (t-coins), which can be gleaned just for watching and sharing content, and interacting. These can be redeemed for branded goods, meals, fun days out, discounts, free phone minutes, and telcom products.

Disruption to the Entire Industry

“Most of the trends that telcos are exposed to display a high level of uncertainty – they could turn out to be disruptive, lead to exponential change over the next decade, or sink without trace” [2]. At the time network capacity demand took centre stage and seriously disrupted the entire industry, not all telcoms had the quick foresight, wisdom and innovative drive of Telkom Indonesia. - This colossal change has shaken many networks up, and empowered pioneering players such as OONA TV, to enter into the market.

Looking Forward

At a recent Institute of Telecommunications Professionals seminar in London, Nokia's marketing director, Paul Adams, referred to analysis which indicates that video is, and will carry on being, the main driver. “OTT video is disruptive to convention linear TV and subscription TV players. The pay-per-view OTT players are now producing highly competitive and excellent content and big companies, including Facebook, AT&T and Amazon, are staking their future on it” [1]. In fact, when all the speakers' perspectives were taken into consideration, generally speaking, the consensus was that over the top video-streaming services will massively impact the industry and the capacity of the supporting network [1].

The Rub

Besides films and live sports where excellent quality is expected, monetisation is still a challenge. - This is especially so when large numbers of small participants are generating good quality content [1]. Moreover, as Hochart notes: the current OTT space is not sufficiently structured to generate a decent revenue when the content is so expensive. Therefore, within its capacity as a tech company, OONA offers channels the opportunity to be promoted by its leading telco partners.

Hochart also makes the point, that from his perspective, the traditional ad-based video on-demand structure is now history. OONA trialled monetising this way, but the structure did not support good figures. To that end, OONA has revolutionised the traditional AVOD model by giving control to the consumer. - This control can be put on a par with consumer interaction in other industries, and it is exactly what the generations of today want, and indeed, demand.

Empowering OONA 's Consumers

When it comes to successful monitisation, OONA TV leads the way. Firstly, the OONA platform is highly engaging and interactive. Viewers regularly interact with their personal AI assistant – the friendly genie in the app, Siskabot. - She is there to find out what each and every user prefers in terms of entertainment content and personalised ads. In addition to this, when consumers watch their favourite channels and ads they are interested in, they use lots of fun gamifications to interact with friends, family, and countless other users. These elements all provide a great opportunity for multiple business models. Moreover, these elements are all virtually guaranteed, as OONA rewards users with its virtual currency (tcoins) for interacting with Siskabot, and keeping her up to date on their wants and needs; watching channels and ads, and sharing content.

                                                                        Image credit: SpotX

Targeted Advertising - A Case in Point

While users are watching content on OONA's multiple channels, they are subject to unobtrusive targeted advertising. OONA is programmatic partners with Group M and SpotX, and displays advertising just on the top right corner of the screen so that viewers' eyes cannot miss it. And this is where OONA's unique rewarding gamification starts. - Every time a user watches an ad, which they click to drop down, they are rewarded with tcoins that are stored in their personal virtual wallet. With so many things to buy and do with these rewards, watching ads has never been so fun! And OONA's personalised and rewarding AVOD model has never been such a win-win situation for all parties concerned.

In summary, the over the top entertainment revolution is upon us. OTT video has a great future if the network can sustain it. - But it takes a leading industry player such as OONA Global TV to provide the necessary technology and digital expertise.

References

[1] Wright, Tim (2018). “Bright future for OTT video – if the network can support it.” Computer Weekly. https://www.computerweekly.com/opinion/Bright-future-for-OTT-video-if-the-network-can-support-it  Accessed 1 Dec. 2018.

[2] Deloitte “To be or not to be – the future of the telco model.” https://www2.deloitte.com/content/dam/Deloitte/hu/Documents/technology-media-telecommunications/hu-deloitte-TMT-Telco-2030.pdf  Accessed 1 Dec. 2018.