The keys to long-term engagement lie in 1. Deconstructing the viewer context 2. Identifying key viewer journeys that differentiate, and 3. Re-mapping the viewer relationship using an expectations-reward framework.

1. Its All About The Metrics
Viewer Experience Design Drives Advantage In VOD
ArcInsight
PARTNERS
VX-360
A Design Method
Reliance Entertainment Digital | ArcInsight Partners
(S A N
F R A N C I S C O / L O S A N G E L E S)
Oct 2013
Tech | Media | Entertainment |
| CONVERGENCE |
November 13, 2013
© ArcInsight Partners LLC
Client Slide 1

2. ArcInsight
PARTNERS
VOD Misconceptions & A Case For Experience Design
Video-On-Demand has reached a reasonable maturity level
and user penetration in developed economies.
•
Netflix crossed 40M subs, surpassing HBO. No longer viewed
as “the Albanian army”.
•
Incumbent PayTV networks scrambling to offer competing
VoD services to hold back subscriber churn to OTT video.
Looking to include Netflix as a cable-“channel” (Surprise !)
The
Viewer Journey
Anchored in the Viewers
own perspective. “How
Does My Viewer Think
About It ?”
Events that mark a
Defining Experience for
each life-cycle phase for the
viewer
Typically multi-touch, multichannel and cross-functional
Several misconceptions abound in the SVOD service model.
Designing multiple “Moments of Truth”.
An evolution in thinking over traditional
viewer touch-points.
THE MYTHS
THE REALITY
1.
Fresh content alone will
retain subscribers
1.
2.
New releases guarantee a
viable premium
monetization strategy
2.
3.
Ultra low price or freemium
models accelerate
viewership
Experiments with releasing new posttheatrical and “in-theater” films at superpremium prices did not entirely succeed.
Mostly abandoned.
3.
Ultra low price / freemium models drive
“Trials", not necessarily “Conversions“.
Netflix's stale content-library did not
drive it out of business
The Truth About Customer Experience / Alex Rawson, Ewan Duncan, Conor Jones:
Harvard Business Review
They keys to long-term engagement lie in
- Deconstructing the viewer context
- Identifying key viewer journeys that differentiate, and
- Re-mapping the viewer relationship using an expectations-reward framework.
November 13, 2013
© ArcInsight Partners LLC
Client Slide 2

3. ArcInsight
VX 360: VOD Viewer Experience Mapping
PARTNERS
Curated Content
CONVERSION
Video-Player Controls
Feedback-Gathering
Mechanism
Rewards Management
Partner Offers/Events
ENGAGEMENT
Customer Support
Curated Content
Account Mgt. Self-Serve
Video-Player Controls
Monthly Billing
VOD Viewer
Touchpoints
Feedback-Gathering
Mechanisms
Feedback-Gathering
Mechanisms
Acquisition Campaign
Emails
Customer Support
Acquisition Campaign
Display Ads
Content Recommendation
TRIAL
Video-Player Controls
Store Sign-Ups
Profiling
Mechanisms
Trial-Account Sign-Up &
Credit-Card Setup
Event Sign-Ups
ACQUISITION
FB FanPage
Visits
Home Site Visits
November 13, 2013
© ArcInsight Partners LLC
Client Slide 3

4. Confusion Abounds In Digital Media Industry
Know The Difference Between Viewer Experience & User Interfaces
ArcInsight
PARTNERS
They keys to long-term viewer engagement :
1.
Deconstruct the viewer context
2.
Identify key viewer journeys that differentiate,
3.
Re-map the viewer relationship on an Expectations-Reward framework.
November 13, 2013
© ArcInsight Partners LLC
Client Slide 4