Consumers are baffled by the array of TV and video services available these days, as they are increasingly compelled to mix and match services such as Netflix, Amazon Prime and Hulu and devices ranging from standard customer premise equipment to streaming players such as Roku, Chromecast and Apple TV. A new study by Hub Entertainment Research reveals mounting consumer frustration with the explosive growth in TV choices: only 22% said the growing number of TV services now available makes it “easy to choose what’s best for me” – down from 33% in 2017. ‘Cord confusion’ is clearly a rising trend.
The question for operators is: Can they actually take advantage of this confusion by providing a single platform that will keep existing subscribers loyal, attract new ones and even win back lapsed customers? The Hub research indicates the time may be right, finding that, among respondents with a preference, more than twice as many would rather access all their TV content from a single provider (69%) than through range of sources (31%). In other words, consumers want simplicity when it comes to their TV and video content.
More and more, operators are talking to us about how they should respond to all this ‘cord confusion’ and whether Android TV is the way to give consumers the TV simplicity they are looking for. Solutions built around Android TV devices, such as Amino’s Amigo, can be the short and affordable route for those looking to provide the one-stop solution consumers are looking for by enabling features such as:
- Preloaded streaming services such as YouTube TV, Sling TV and Pluto TV
- Access to the Google Play store with more than 150 premium OTT video services
- Pre-packaged advanced user experience functions such as voice control, search and content recommendations
Operators that want to stay relevant by providing next-generation TV services are now actively considering deploying managed devices powered by Android TV if they are looking to avoid investing in their own end-to-end video delivery platform. Finding an operator-ready solution with a full management suite of service assurance tools is critical.
This type of solution enables operators to develop flexible commercial models that help control costs and provide a simple commercial proposition to the subscriber. The subscriber can benefit from the lower initial cost of devices and extend the relationship with an ongoing service fee. At the same time, this solution also drives broadband premium level upgrades to improve average revenue per user (ARPU). Additionally, it gives operators increased flexibility in terms of technology and business modelling. Simply put, it places the operator back in control.
With the end of Net Neutrality, operators will have a renewed incentive to invest in and expand their broadband infrastructure. Android-powered solutions such as Amigo give operators insight into how their assets are being consumed and by whom – this usage data is critical to guiding future investment decisions and service offerings. The result is additional support to the subscriber by improving service delivery, while at the same time boosting customer satisfaction – all at a level of investment that makes sense for operators of all types and sizes.
At IBC 2018, Amino CTO Mark Evensen will be a featured speaker in the Content Everywhere Hub theatre in Hall 14, delivering a talk entitled: "From 'operator tier' to 'operator ready' – maximising Android TV in a real world operator environment” (3pm on Friday 14 September). To learn more about deploying managed devices powered by Android TV, you can visit the Amino stand (#14.D26) at IBC (14-18 September at the RAI, Amsterdam). To book an appointment, email Amino at email@example.com.