A particular area of interest that has driven much attention in the past year concerns using large quantities of data from the mobile network and analytics to drive marketing tactics specific to mobile TV services. By keeping a vast array of services, CSPs can make relevant offers to their subscribers that compete with those of the Over the Top players (OTTs).
A SevenFlow customer recently developed their own mobile TV service and offered it to its subscribers that demonstrated high video consumption patterns, particularly with a popular OTT mobile TV provider. The operator’s service consists mostly of local and national programming, enabling subscribers to view anything from the latest sports highlights to the last 4 seasons of their favourite sitcoms. Upon reviewing and comparing subscriber adoption and usage trends for these two mobile TV services over the course of several months, results indicated that the service offered by the CSP slowly began to gain dominant market share.
In the month of September, it was noted that there were nearly 8.6 times more mobile TV users of the carrier’s service than of the once dominating OTT service. Moreover, the total number of mobile TV volume that was consumed during the course of this same month was 45% higher for the CSP’s service. The OTT mobile TV provider dominated only in the volume by user category, with subscribers consuming 5.9 times more volume than the operator’s service. This metric indicates that subscribers are viewing programs that require less data consumption than the competing service, which offers longer programs such as movies.
What about you? Does your mobile operator offer a mobile TV service? If so, are you pleased with what this service has to offer? Share your thoughts below in our comments section.
Echo Communications (for Neuralitic Systems)
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