michael lantz - accedo - the dynamic ott ux - learning from consumer behaviour

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 | The Dynamic OTT

Questions?

Michael Lantz, CEO michael.lantz@accedo.tv

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Accedo

Thank you!

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