AT&T Tash Stamatelos: Customized Content, Take...

On November 14-15, the 2017 Global Home Internet Conference (GFIC) was held in Shanghai. The conference attracted 500+ companies and 3000+ professional audiences. On the morning of the 14th at the GFIC 2017 Global Home Internet Conference, Tash Stamatelos, the executive director of AT&T Technology Department, explained some trends in the television industry and reforms in digitization. He said, “Is it a customer world now, are you ready? The keynote speech.

First of all, Tash Stamatelos analyzed many changes in the industry:

1. Disruptive trends. 5G video consumption will continue to grow rapidly, and now about 60% of mobile phone users, their traffic is used to watch videos, by 2020 consumers will choose OTT services, according to research, about 23% of broadband, or the Internet Users, they only order OTT services and pay for their subscription services and patents. There have been language, Internet media entertainment will be a subversive trend, subvert the traditional form of entertainment. However, this trend is irresistible. Tash Stamatelos shared his personal experience. He said that children now watch video TVs differently than when he was a kid watching video TVs. They used to watch TV remotely. Now kids watch TV using a mobile phone or a tablet, younger generation. They have more choices in the form of entertainment.

2, video and text messaging information is not the same, it will consume greater traffic and broadband storage, it has a greater impact on the traditional media industry, so the mobile phone is the best media screen, OTT's infrastructure has continued to improve, will Supporting more OTT videos, content programs will also be directly linked with customers, from dealers to customers, it also means that the future of television is just a carrier, and is no longer a content provider.

3. Digital entertainment will be provided in the industry. Our digitization will affect many traditional industries, including transportation, catering, etc. Nowadays, these consumers need the services they need, for example, as long as they are Press the button on the phone immediately to get the service. The content algorithm needs to be more closely matched to the needs of the consumers. Therefore, there will be corresponding changes in the entertainment industry.

The opportunities and challenges brought by change:

Opportunity: Operators can have lower M&A and operating costs. Moreover, such mergers and acquisitions and aggregations can bring about economies of scale and form a two-sided business model. Many costs will be reduced as a result. Tash Stamatelos expressed this view more vividly with examples. He said that lower operating costs also bring down the cost of consumers, and AT@T's content licensing will also become a barrier to entry for the industry.

Challenge: Consumers have more choices and loyalty is not so reliable. With more choices, the requirements have become higher. Therefore, the establishment of consumer loyalty can only provide consumers with high experience emotions, experience services, continuous industry refinement, and constantly increase.

Consumers have too many options to choose from, and they expect a more customized solution, which is their favorite program. However, the scale of the current gathering also has corresponding challenges. Consumers expect that they can have solutions to provide the programs they need. This is precisely the right appetite. For some markets, AT@T provides higher bandwidth to meet growing customer demand. demand. For most customers, higher-speed broadband is what they want. When more bandwidth is available, more capital is needed. This means AT@T needs more investment to achieve scale.

Based on challenges and opportunities, we need to understand more about consumers

Some of the current video ads, as well as some of the revenue generated by advertising operations, bring some customers exclusive services and generate corresponding revenue through customer subscription services. However, services must be scaled to achieve sustainable profitability and achieve an operational business model.

What is the real consumer demand?

Consumer demand for TV services is simple, but it is not easy to meet.

What consumers need most now is a personalized entertainment experience. Anytime anywhere, it means a seamless platform connection. It needs to provide customers with an integrated solution. Consumers do not have a clear concept. What they need, the company will need to refine their needs and pass very High-end distribution gives him a high quality service. Whether at home or anywhere, the solution needs to be very simple, it needs to be very easy to manipulate, and the content needs to be very good. This is what the consumer really needs. So in the future, we need to develop some new content that meets the needs of consumers. A good platform and content is a very significant change for consumers, and continues to better satisfy consumers.

It also means building a new consumer platform. Tash Stamatelos thinks the new platform will have the following features:

The first is a personalized platform. Personalization means that everyone is watching their own TVs and they are watching televisions that match their tastes. It is a balance between the two aspects of our data operations and data recommendations to satisfy consumers' unique tastes.

Another feature, user experience. The user experience is second only to the content of our operations. Operational content is more relevant to consumers than the user experience. Consumers can obtain corresponding content through any device. Advertising can bring revenue.

Tash Stamatelos brought two case studies. The first case study was about the enterprise alliance VOD OTT solution. Some special content was translated into 19 languages. They were paid models. Their penetration rate was very wide. Their partners deducted from their prepaid cards. money. Users can watch videos they want to watch. Operators also receive fees. These include international, regional, and local content, from Hollywood to local channels. These content are available at any time with the needs of consumers. On demand.

Followed by DIRECTV, this service is available for broadband home use. More than 20 million users use this service in the United States. Its services include very rich programs, very unique content, and very reasonable prices. The content of this service is very extensive, including smart TVs, browsers, and buffer devices, tablets, and so on.

Finally, Tash Stamatelos believes that in the future, we must change our mentality and focus on the customer. We must take time to understand the real needs of our customers. For example, when signing a contract from a customer, from customer experience, and to provide content to customers, the entire process must be customer-centered. Customer experience, customer entertainment, customer tastes, to understand what is really important. Those other elements such as traffic are still important, but what really matters is the passion and participation of customers. Many people participate in the content and remain passionate about the service. This is the key to maintaining customer loyalty. Their direct experience is very important.

AT@T's data is an invaluable resource. Some people say that data is the new world oil, and the data generated by AT@T is on a new platform and is very important for providing customer service. If you want to be more competitive in the future, you need to use connections to turn data into a valuable asset. Because connectivity is an important part of the Internet, the future must use connectivity.