Case Study Vodafone TV Analytics - Getting new Insights from Customers’ Digital TV Experience

A platform aimed at providing advanced reporting both to content providers and OpCos, flexible enough to cater to the needs of different stakeholders and implementations, and across diverse geographies.

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.

The Challenge

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 Solution

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.

CelfocusDTVAnalytics_Architecture.png

High-level representation of the Vodafone TV Analytics platform architecture

After being collected, filtered, normalized and pre-calculated, 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.

Project in a nutshell

  • Over 100 KPIs pre-calculated and available for analysis;
  • 5 OpCos already Live!;
  • More than a million registered households;
  • Max capacity of 600 Gb daily ingested data on the Analytics platform;
  • Project solutions: AWS, Splunk and Cloudera;
  • Domains covered: Digital TV, Analytics, Big & Fast Data, SaaS and Cloud Hosting.

Benefits

Vodafone Group and the different OpCos now have a solution that enables them to comply with content providers’ reporting requirements in a flexible, reliable and accurate manner.

By controlling the entire data chain from the data collection process, which comprises different sources such as set-top-boxes and mobile devices, the behavioural raw data from local operators, including TV guide, subscriptions and video-on-demand, all stakeholders have great trust on the information being provided. 

The pre-defined reports allow the establishment of a comparison baseline among the different OpCos, enabling synergies, sharing experiences and planning for the future.

Looking ahead, by increasing and enriching existing data sources, the solution will be able to provide better insights to all stakeholders. New reporting needs will emerge, making this a powerful platform that aggregates all knowledge on Digital TV within the Vodafone world.