After two days of inspirational keynotes, presentations and workshops at this year’s Video Leadership Forum, we heard from of some of our customers as to how they’re finding ingenious (and highly successful) ways to tackle the challenge of keeping customers happy in an environment of growing choice.
Here are just four short but great examples (amongst the very many we heard this year) of how our industry is keeping customers happy and inspired:
Telia has fully embraced the notion of creating ‘stickiness’ within its product portfolio by committing to an ‘open access’ policy to only the best and most desirable content. As well as its exclusive deal with Spotify, Telia has introduced over 30,000 new programmes to its library and now features over 50 channels plus extensive libraries. With 2.2 million movies being rented every year via the service, customers are definitely voting with their remotes – loving the choice and quality of service Telia offers and happy to pay 30 – 50 per cent more than traditional video rental models because choosing is simple and easy and there are no late fee penalties.
Leif Ims at Altibox, believes that they have become leaders because they understand what the customer wants. Over the last few years Altibox has been developing services based on the expectations and requirements of their customers. The result is a complete Fibre-to-the-Home (FTTH) service that offers high quality live TV and interactive TV to 250,000 fibre customers in Norway and Denmark.
The company works with 45 regional partners in Norway and Denmark which has made them the biggest fibre operator with 71 per cent market share. FTTH allows a consistent experience regardless of location or geography. Altibox can provide the same set of services to a remote island as to a major city. Most notably, Altibox’s customers pay $125 per month for high-speed internet, IPTV and with a number of new service launches planned for this year.
Since Virgin launched TIVO, it has been looking at ways to improve the viewing experience even further and, having asked its customers what disliked most about their home networks, variable WiFi quality around the home was the number one issue. Virgin recognised that different people want different things from their connection but, most of all, they want a decent connection wherever they are in the house. As a result, Virgin has developed a suite of new technology to enable higher bit rates ( 802.11ac, MoCa and Powerline Homeplug AV2) and boost WiFi strength in different points around the home.
Telefonica believes that the secret to new revenues is in looking ‘beyond TV’ to the provision of lifestyle services, delivered over home networks. With 20 per cent of us expected to have a home network by 2012, Telefonica is pioneering the use of ‘home management’ services which the company believes is bringing a new level of ‘stickiness’ to its services in Spain and Latin America. The company now offers Home Monitoring (baby/dependent monitoring, intruder alert), Comfort (switching home devices off and on eg. Heating), and Cost Control (managing energy consumption). Features such as the automated electronic door lock and door sensors are already receiving huge interest in Brazil and Chile.
What are your favorite examples?