Openet says it will show cable operators how they can further monetize interactive TV services when it demos its Subscriber Data Management architecture and Interactive Services Fulfillment solution at the CableLabs Summer Conference next week.
Dublin, Ireland-based Openet claims cable operators can use both of its programs to increase ARPU through value-added interactions, and to extend EBIF- and tru2way-based standard applications “to offer subscribers a complete set of ‘subscriber aware’ personalized promotions and offers.”
The company cites a recent FourthWall Media survey that showed viewers spend “significantly more time” in front of the TV than they do in front of their computers. These viewers also want one-click engagement with their favorite programs, movies and commercials along with the ability to look up phone numbers of restaurants via a Yellow Pages TV app, view weather applications, local news and request additional information about a company or product after watching commercials.
In addition, 34 percent said they would watch more TV than they currently do if they had access to iTV applications. “Respondents strongly agreed these applications make TV watching more convenient and personalized,” FourthWall noted. “This could lead to significant additional revenue for operators, who could also upsell premium channels when an interactive application is presented to a user.”
"Operators are utilizing subscriber data, charging, ‘click-to-buy’ and fulfillment of flow through provisioning to increase interaction, lower operational support costs and offer targeted and personalized services and pricing as well as ‘buy now’ content packages," said Kelly Anderson, director/MVO solutions at Openet. "Our flexible software architecture helps operators make every subscriber contact a personalized one. Our solutions uniquely interact with customers in real-time to enable transactional services and allow operators to upsell highly targeted premium content to their subscribers."
Added Paul Haddad, SVP/Media Data & Advertising Solutions at Concurrent, “As interactive programming and advanced advertising mature, we look forward to playing a key role in the delivery, data collection and monetization of new services that will increase subscriber satisfaction and operator revenue.”
Concurrent has more than 200 distinct video systems deployed in cable and telecom markets worldwide that represent approximately 22 million basic cable subscribers. The company’s MDAS software serves more than 38 million digital subscribers, and it aggregates and analyzes data from more than 700 million VoD transactions per month.