With its power play for the on-demand market, a plausible TV Everywhere game plan and one heck of a cool demo of its new platform/user interface in its pocket, we couldn’t pass up presenting Comcast with our Competition Award this year.
“Our strategy has been to continue to add value to all of our products—including video, online and phone services—and our Xfinity products give us a competitive edge,” Dave Watson, Comcast Cable COO, says of the digital service that has spawned a troika of apps that let viewers customize how they view their programming: Xfinity TV, Xfinity Mobile and the Xfinity Connect online dashboard.
Comcast’s Xfinity push fits hand in glove with a spate of other initiatives the MSO has launched to give it an edge in an increasingly aggressive market. The operator recently improved high-speed data speeds with the deployment of DOCSIS 3.0, began offering 100-150 HD channels and expanded its multicultural offerings.
“Customers can also watch entertainment choices on XfinityTV.com and through Xfinity TV app on the iPad, iPhone and iPod touch—two other key differentiators—and we’ll continue to make even more choices available on other devices in the future,” Watson says.
In June at the Cable Show, Comcast Corp. chmn/CEO Brian Roberts unveiled the latest weapon in Comcast’s competitive arsenal: a new cloud-based video system and set-top box that takes the functionality out of the box and places it into the network so television programming can seamlessly combine with Internet and other interactive content, including Facebook and Twitter. The Xcalibur offering also includes a highly personalized user interface and search function and the ability to send content to multiple sources. Heads definitely turned.
Key to the success of its product and service rollouts is Comcast’s highly focused education of its customers and potential customers. “We’re also expanding ways customers can help themselves and each other, integrating social media, offering how-to videos and launching online self-help diagnostic tools as well as completely overhauling Comcast.com so customers can get answers quickly and conveniently as well as learn about and order products and services,” Watson says.
The competition is indeed fast and furious these days, but Watson puts it in perspective. “The great part about competition is that it drives ongoing service improvement and product innovation. You earn your customers’ business every day.”
Comcast video platforms together offer more than 60,000 movies and television series.
Comcast Xfinity has gotten 20 billion entertainment views to date.
Don’t miss our 4th annual CableFAX Program and Top Ops Awards, Tues Oct 18 at the Renaissance Hollywood Hotel & Spa. For more info and registration go here. For more CableFAX Top Ops honorees, go here. For the digital version of this article, go here.
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