Partner content: To remain industry leaders and valuable partners, telcos must leverage the power of data, as they are uniquely positioned to thrive in this complex market
The increasing speed at which innovation evolved over the years has radically transformed the TV and entertainment industry. Driven by technological advancements and evolving consumer preferences, industry players have been compelled to reinvent themselves. This has triggered a relentless pursuit of new revenue streams, forcing a strategic repositioning within the value chain and experimentation with diverse business models, partnerships, and combinations of free advertising, premium subscriptions, and other hybrid approaches.
Nevertheless, to remain industry leaders and valuable partners, Telcos must leverage the power of data, as they are uniquely positioned to thrive in this complex and dynamic landscape. A robust data ecosystem is no longer optional but crucial for long-term success.
Imperative for a data-driven approach
A successful TV and entertainment business is increasingly reliant on a robust data ecosystem that serves as the foundation for:
- Understanding audiences – by analysing vast amounts of data, Telcos can gain deep insights into viewer behaviour, preferences, and churn patterns. This knowledge empowers them to create highly personalised experiences enhancing customer satisfaction and loyalty.
- Optimising content strategy – a data-driven approach helps Telcos make informed decisions about content acquisition, distribution, and pricing. By understanding what content resonates with their audience, they can maximise viewership and revenue.
- Driving operational efficiency – data can be used to optimise network performance, allocate resources effectively, and identify potential issues before they impact service quality and, consequently, customer experience.
- Uncovering new revenue opportunities – a data-rich environment enables the identification of new revenue streams, such as targeted advertising, data monetisation, and bundled services.
Building a robust TV and Entertainment Data Ecosystem
Constructing a successful data ecosystem requires a strategic and methodical approach, where the combination of distinctive frameworks and expertise can accelerate implementation:
- Create the data platform foundations: Collect, process, and store data from the ecosystem’s multiple data sources and create a centralised hub of valuable information. Leverage Big Data techniques and Cloud processing power to anonymise and aggregate data. Ensure cloud adoption without disrupting business and whenever the advantages are effective.
- Analyse and automate insights: Leverage AI-powered use cases to turn data into actionable recommendations and automated tasks while guaranteeing integration into business processes and optimising operational activities. Deliver different types of data consumptions, from reporting tools and semantic layers to automation and data as a service exposure.
- Treat data as a product: Create data products as a new revenue stream, adding value to business, enterprise customers, and partners. Expand analytics features in a flexible way for internal or external stakeholders. Make insights available through data-as-service and extensible API.
Scalability and efficiency
The choice between on-premises and cloud has significant implications, particularly in the context of technology infrastructure. Whenever cloud infrastructure is proven to be a strategic advantage for businesses, we believe it is the best path forward as it enables rapid deployment and upgrades, eliminating the traditional dependencies associated with on-premises deployments. It provides the scalability and flexibility needed to handle growing data volumes and long-term evolving business needs. In addition, it must also entail rigorous DataOps & FinOps best practices to effectively optimise the costs of the data lifecycle.
Case study: AI in Vodafone’s TV strategy
Vodafone Group, a global telecommunications leader, revolutionised its Pay-TV services through data analytics. Partnering with Celfocus, Vodafone developed the TV Analytics Platform, a sophisticated tool for tracking user behaviour, content consumption, and service performance. By leveraging AI and Machine Learning, including remote diagnostics, Vodafone proactively addressed potential issues, significantly enhancing customer satisfaction.
Case study: Vodafone Portugal monetises data
Vodafone Portugal successfully used its Analytics Platform to gain unprecedented insights into audience mobility patterns during major events such as Lisbon Rock in Rio, Oporto Primavera Sound, and 2024 World Youth Day.
In partnership with Celfocus, Vodafone analysed anonymised data collected from its network antennas and connected devices, gaining valuable insights into audience behaviour, including movement patterns, demographic profiles, and geographic origins. These insights were valuable for optimising event logistics, ensuring crowd safety, and improving urban transportation planning, but they can also be useful for numerous industries’ decision-making processes (e.g. advertising, government, transportation, retail, real estate, emergency services).
Expanding use cases
Data analytics capabilities must also be leveraged to analyse customer churn patterns, identify potential revenue leakage, optimise network performance, or address targeted advertising. By expanding the use cases of its data ecosystem, Telcos can further solidify their position as a data-driven leader in the TV and entertainment industry.
The future of data-driven TV
As the TV industry continues to evolve, the importance of data will only grow. Telcos that can effectively harness the power of data will be well-positioned to thrive in this competitive landscape. By leveraging advanced analytics techniques, investing in data infrastructure, and fostering a data-driven culture, Telcos can unlock the full potential of their data assets and deliver exceptional customer experiences.
In conclusion, successful implementations of Data Analytic Platforms demonstrate the transformative power of data-driven insights in the TV and entertainment industry. By understanding their customers, optimising content, and improving operational efficiency, Telcos can create a sustainable and competitive business model. As the industry continues to evolve, the ability to leverage data will be a key differentiator for success.
About the author
Phillip Luis is an Offer and Pre-Sales Manager at Celfocus, a European high-tech system integrator that provides professional services focused on creating business value through Analytics and Cognitive solutions. He started his career providing consulting services and driving innovation, growth, and operational efficiency in the telecommunications and media industries across Europe, Africa and America.
In 2020, he joined Celfocus as a Program Manager. He is currently focused on the Digital TV area, improving its offerings and managing customer relationships and partnerships. With a deep understanding of Blockchain and Generative AI, Phillip leverages his expertise to develop cutting-edge products that position Celfocus at the forefront of industry transformation.
Email: phillip.luis@celfocus.com