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VX-360: Experience Design For VOD Advantage

The keys to long-term engagement lie in
1. Deconstructing the viewer context
2. Identifying key viewer journeys that differentiate, and
3. Re-mapping the viewer relationship using an expectations-reward framework.

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VX-360: Experience Design For VOD Advantage

  1. 1. Its All About The Metrics Viewer Experience Design Drives Advantage In VOD ArcInsight PARTNERS VX-360 A Design Method Reliance Entertainment Digital | ArcInsight Partners (S A N F R A N C I S C O / L O S A N G E L E S) Oct 2013 Tech | Media | Entertainment | | CONVERGENCE | November 13, 2013 © ArcInsight Partners LLC Client Slide 1
  2. 2. ArcInsight PARTNERS VOD Misconceptions & A Case For Experience Design Video-On-Demand has reached a reasonable maturity level and user penetration in developed economies. • Netflix crossed 40M subs, surpassing HBO. No longer viewed as “the Albanian army”. • Incumbent PayTV networks scrambling to offer competing VoD services to hold back subscriber churn to OTT video. Looking to include Netflix as a cable-“channel” (Surprise !) The Viewer Journey Anchored in the Viewers own perspective. “How Does My Viewer Think About It ?” Events that mark a Defining Experience for each life-cycle phase for the viewer Typically multi-touch, multichannel and cross-functional Several misconceptions abound in the SVOD service model. Designing multiple “Moments of Truth”. An evolution in thinking over traditional viewer touch-points. THE MYTHS THE REALITY 1. Fresh content alone will retain subscribers 1. 2. New releases guarantee a viable premium monetization strategy 2. 3. Ultra low price or freemium models accelerate viewership Experiments with releasing new posttheatrical and “in-theater” films at superpremium prices did not entirely succeed. Mostly abandoned. 3. Ultra low price / freemium models drive “Trials", not necessarily “Conversions“. Netflix's stale content-library did not drive it out of business The Truth About Customer Experience / Alex Rawson, Ewan Duncan, Conor Jones: Harvard Business Review They keys to long-term engagement lie in - Deconstructing the viewer context - Identifying key viewer journeys that differentiate, and - Re-mapping the viewer relationship using an expectations-reward framework. November 13, 2013 © ArcInsight Partners LLC Client Slide 2
  3. 3. ArcInsight VX 360: VOD Viewer Experience Mapping PARTNERS Curated Content CONVERSION Video-Player Controls Feedback-Gathering Mechanism Rewards Management Partner Offers/Events ENGAGEMENT Customer Support Curated Content Account Mgt. Self-Serve Video-Player Controls Monthly Billing VOD Viewer Touchpoints Feedback-Gathering Mechanisms Feedback-Gathering Mechanisms Acquisition Campaign Emails Customer Support Acquisition Campaign Display Ads Content Recommendation TRIAL Video-Player Controls Store Sign-Ups Profiling Mechanisms Trial-Account Sign-Up & Credit-Card Setup Event Sign-Ups ACQUISITION FB FanPage Visits Home Site Visits November 13, 2013 © ArcInsight Partners LLC Client Slide 3
  4. 4. Confusion Abounds In Digital Media Industry Know The Difference Between Viewer Experience & User Interfaces ArcInsight PARTNERS They keys to long-term viewer engagement : 1. Deconstruct the viewer context 2. Identify key viewer journeys that differentiate, 3. Re-map the viewer relationship on an Expectations-Reward framework. November 13, 2013 © ArcInsight Partners LLC Client Slide 4

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