Every service provider is under pressure to maximise the revenue they generate against content, especially given the increasing competition for (and cost of) premium rights, especially in sports. This is the context for an important attempt to turn one-off or occasional pay-per-view (PPV) viewers into regular customers. Paywizard, the subscription, billing and customer relationship management (CRM) expert, and Ostmodern, the broadcast content and VOD specialist, have teamed to launch Venue, which they describe as a revolutionary end-to-end PPV solution. Venue, which was demonstrated at IBC2017, brings data-driven optimisation to the relationship between an operator and their PPV customers and the content journeys they take – including at key decision moments.
“Venue ensures operators can drive loyalty and growth through data-driven actions, including targeted marketing campaigns, offers for premium extras such as VR content and merchandise, or even related deals on VOD subscriptions for regular customers,” the companies explain.
Venue understands the eight critical ‘Decision Moments’ in the PPV customer journey – Find, Join, Consume, Upgrade, Downgrade, Bill, Leave and Win Back – and applies smart insights to them to drive decision making that will win custom.
Thomas Williams, Chief Executive Officer at Ostmodern, notes: “Data on each customer’s viewing and consumption profile, combined with transactional information, is leveraged to support a propensity to purchase model, aimed at dynamically personalising the content and UX. It is critical to PPV success that you continue to build the customer relationship over time, leveraging both paid and free content to engage, and entice repeat purchases.”
The capabilities within Venue are a combination of the subscriber management insights and decision making found in Paywizard’s established solutions (including the ‘Decision Moments’ customer journey dashboard) and Ostmodern’s Skylark OTT platform and that company’s expertise in digital product design.
Bhavesh Vaghela, Chief Executive Officer at Paywizard, comments: “At Paywizard, we ran our first PPV event in 2001 and a key challenge we consistently see is that PPV events are traditionally dealt with in isolation. Whether operators are first venturing into PPV or are well established in the market, most tend to focus on the immediate delivery of the event and short-term monetisation opportunity.”
Venue treats PPV television viewers as long-term customers rather than one-off buyers. “Venue will allow operators to not only monetise each PPV event but build lasting relationships with customers – along with predictable and growing revenue streams,” the companies claim. “Rights holders, sports clubs, federations and broadcasters can turn monetisation from single events into an evolved PPV service.”
Vaghela continues: “Each time a customer interacts with a PPV operator, there is a point in which timely engagement can have a massive impact on the relationship. Operators in pay-per-view TV can now offer personalised engagement at each key ‘Decision Moment’ by proactively using customer data insight and predictive analytics to leverage a dynamic content management system that feeds captivating content to consumer devices.”