michael lantz - accedo - the dynamic ott ux - learning from consumer behaviour
TRANSCRIPT
Accedo
Accedo
THE DYNAMIC OTT UX
Michael Lantz, CEO Australian OTT Summit
Accedo | The Dynamic OTT
AGENDA
Accedo overview
Market drivers for the UX evolution
The dynamic OTT UX
Challenges and Solutions
Accedo | The Dynamic OTT
Powering the video USER EXPERIENCE
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Global market leader in Video and TV applications
Accedo | The Dynamic OTT
Accedo overview
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15 Offices Covering the World
1000% Growth in 5 Years
1 000+ Customer Deployments
300 FTE
250+ Customers
Accedo | The Dynamic OTT
AGENDA
Accedo overview
Market drivers for the UX evolution
The dynamic OTT UX
Challenges and Solutions
Accedo | The Dynamic OTT
1. Device Fragmentation is a reality >50% of OTT users are active on more than one device Fragmentation across devices, generations and technologies will continue
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Accedo | The Dynamic OTT
2. Service Fragmentation has emerged
Consumers increasingly divide time and money over multiple video services. The days of service monopolies are over.
Accedo | The Dynamic OTT
3. Ever increasing content availability Increased availability of content on more platforms increases the UX complexity seen from the consumer perspective. Requirements for rapid and engaging consumer interaction increases
Accedo | The Dynamic OTT
AGENDA
Accedo overview
Market drivers for the UX evolution
The dynamic OTT UX
Challenges and Solutions
Accedo | The Dynamic OTT
WHAT IS THE “USER EXPERIENCE”?
Accedo | The Dynamic OTT
It is not about the Screen Size or Resolution
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CRT TV 2000
HD Ready TV 2005
Curved 4K TV 2015
Accedo | The Dynamic OTT
It is not about the Devices
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IPTV STB 2004
iPhone 4 2010
Fire TV Stick 2015
Accedo | The Dynamic OTT
It is not even about the Content
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Friends 2003
Breaking Bad 2010
House of Cards 2015
Accedo | The Dynamic OTT
It is about the USER Interaction and Perception
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Linear TV Online content moved to new screens Dynamic multiscreen
video experience
Accedo | The Dynamic OTT
The consumers evolve with the market
OTT services are mass market
TV is no longer a screen but a service
Fragmentation of use cases
Accedo | The Dynamic OTT
AGENDA
Accedo overview
Market drivers for the UX evolution
The dynamic OTT UX
Challenges and Solutions
Accedo | The Dynamic OTT
Business Challenges with next generation VIDEO UX
• Rapid market evolution • Constantly changing content portfolio • Competitors a click/touch away
Accedo | The Dynamic OTT
Key success factors
It’s all about establishing the most customer-centric user experience Customers change – services need to change as well
Efficient Application Lifecycle
Customer Engagement
Dynamic User Experience
The Multiscreen Consumer
Accedo | The Dynamic OTT
Creating a customer-centric UX Different consumers have different needs at different times Adaptive and intelligent multiplatform user experiences will be required
Accedo | The Dynamic OTT
Moving UX intelligence to the cloud
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Accedo
Thank you!
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