data, ai, trust · programmatic tv ad buy personalized ads pay-tv: personalized marketing campaigns...
TRANSCRIPT
Data, AI, Trustat the core of broadcasters' business models to come
Mathieu Fivaz, Strategy Group, Kudelski Group
About Nagravision – Kudelski Group
FOOTPRINT CUSTOMERS WITH EVERY MODEL
+500 service providers
+300m devices
• Billions of data points managed by Nagravision systems • Every combination of business model, distribution channel and
consumption device
Cable
Satellite
DTT
IPTV
OTT
…
STB
TV set
Mobile
Tablet
Desktop
…
Subscription
SVOD
TVOD
Pre-paid
…
Advertising
Channel
Bouquet
Catch-up
VOD
Virtual-channel
…
Sport
Movie
Series
News
UGC
…
Content Service Monetization ViewerCustomer Distribution Consumption
Content to produce: max user happiness generated per content $
Script idea generation
Identify trending content, actors, directors, emotions
Automated trailer creation
…
Content to acquire: max user happiness generated per content $
Content coverage –something for everyone
Selection of best scenes for trailers & promotions –personalized
…
Programmatic TV ad buy
Personalized ads
Pay-TV: Personalized marketing campaigns
Upselling services
Decreasing churn by increasing usage
….
Predictive bandwidth optimization
Optimized operations
Image quality improvement at low bandwidth
…
Personalization
Content recommendation
Personal assistants
Optimized discovery
…
Behavioral profiling
Predictions of churn
Affinity to content
Prediction of content fatigue
…
Data and Artificial Intelligence help all along the TV value chain…
… but magic appears when data is connected end-to-end
Content Service Monetization ViewerCustomer Distribution Consumption
However, our value chain is fragmented
• No data deals among players• Slow contract negotiations
Content Service Monetization ViewerCustomer Distribution Consumption
StudiosBroadcasters
OperatorsCE
• Regional structure• Silos in organizations and platforms
The new competition is global and integrated
• Data-driven integration• Worldwide market
(e.g. Netflix: >100m user profiles)
Content Service Monetization ViewerCustomer Distribution Consumption
Netflix, Amazon, Apple, YouTube
• Fast processes supported by AI• Content investment power
(e.g. Netflix: 8B $ in 2018)
So, how do we go from here…
Content Service Monetization ViewerCustomer Distribution Consumption
• No data deals among players• Slow contract negotiations
• Regional structure• Silos in organizations and platforms
… to there?
• Data-driven integration• Worldwide integration
Content Service Monetization ViewerCustomer Distribution Consumption
• Fast processes supported by AI• Content investment power
A need to redefine
the links
in the value chain
6 key layers to connect across actors
Security
Data
Identity
AI
Business model
Trust Business-levelBlockchain: What reportedly happened actually happened
Consumer-levelPrivacyGDPR
6 key layers to connect across actors
Security
Data
Identity
AI
Business model
Trust
Win-WinStrong value chain
Smart contractsDynamic
Agile experimentationsInnovation
6 key layers to connect across actors
Security
Data
Identity
AI
Business model
Trust
DistributedAI algorithms split
along the value chain
Consistency
6 key layers to connect across actors
Security
Data
Identity
AI
Business model
Trust
Sharing IDsSingle sing-on
Focus on user experienceacross the value chain
6 key layers to connect across actors
Security
Data
Identity
AI
Business model
Trust
Knowledge GraphA common model for Content, context, user
metadata, …
6 key layers to connect across actors
Security
Data
Identity
AI
Business model
Trust Business modelSecure and enforce
business models
ProtectionProtect and trace
the content and services
A mindset to go there - one step at a time?
Think win-win
Think data
Know your friends
