Remember the good old days when the entire family would get together around a huge black box to watch their favourite shows? Those days are long gone, and the TV experience has significantly changed!
Due to significant technological development, customers’ today:
- Watch TV through a myriad of devices - demanding multiscreen viewing, more content flexibility and personalized experiences;
- Have access to exponential content – which forced TV providers to start using sophisticated recommendation and prediction engines to power their user experience.
This combination of a more differentiated video consumption creates a new layer of complexity but also represents an extraordinary opportunity for CSPs. Insights resulting from analysing usage and behavioural data allows them to truly understand the customer experience and which content works better, for which segment.
TV has become a core offer for CSPs across the globe and with the commoditization of voice services, it represents an important anchor in a quad offer.
Aware of its potential and of the fact that many of its OpCos have already launched a TV offering and are leaders in their countries, Vodafone Group wanted to take a step further and provide unique insights to the different OpCos, leveraging technical and behavioural data across geographies and deliver meaningful knowledge on Vodafone TV to its stakeholders: management, marketing, operations and IT.
These insights could then be used to enhance customer experience and plan the platform expansion and ultimately, measure the quality of service. Additionally, Vodafone needed to comply with content providers’ reporting requirements, making the need for a centralised analytics tool critical in the VTV ecosystem.
By combining an experienced and skilled team proficient both in TV and Analytics, with deep in-house knowledge on Vodafone TV’s analytics infrastructure, Celfocus has been a strategic partner to develop, deploy and deliver VTV components and end-to-end solutions in a fast, reliable and scalable fashion.
The Vodafone TV Analytics platform aims to present advanced reporting both to content providers and OpCos. This cloud-based TV centric solution provides pre-built and custom dashboards and is pre-integrated with the Group’s TV platform so when a new OpCo is onboarded onto the platform, a rich plethora of reports are available and ready to use.
High-level representation of the Vodafone TV Analytics platform architecture
After being collected, filtered, normalized and pre-calculated, using AWS technology, technical and behavioural data is ready to be consumed internally by the operator’s different areas and externally by partners through a set of well-established interfaces. Considering each OpCo has specific needs, a level of customization was necessary to ensure the flexibility for specific KPIs and report needs.