76 ADVERTISEMENT FEATURE Axinom
Launching a new OTT service requires good strategy and good tools. Axinom’s platform provides scale, flexibility and personalisation AT SCALE IN OTT
n the last few years, an avalanche of VOD services has entered the OTT industry. According to a study by the European Commission,
of customer loyalty in a fierce market that provides loads of options and low switching costs for viewers. “The viewer has become very critical of the value and the experience on offer,” says Mairika Haab, product owner at Axinom. “Today, to survive, a service has to offer superb content and an exceptional quality of service. It also has to provide a great quality of experience. “Viewers not only want the best content at the press of a button, they also want a personalised experience,” she adds. “Any OTT business aiming to
go big needs to create a personalised experience to earn customer loyalty. The experience has to be tailored in terms of content, recommendations, localisation and languages, subscription plans and payment methods. The opportunities for personalisation are unlimited.” REACHING FOR THE SKY Most OTT services came into being to compete with the FAANG (Facebook, Apple, Amazon, Netflix, Google), capitalise on their content libraries or provide niche content to a broader audience.
in Europe alone, there were over 2000 on-demand services, with the UK leading the tally with over 500 services. Most are niche services and are being built for an audience rapidly adopting a cord-free life. In the US, one of the largest OTT markets, eMarketer estimates the population of cord-cutters will be 55 million by 2022. VOD service providers are facing the burning question of revenue, and
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