OTT is revolutionizing at a very fast pace. Content owners are trying to decide how they will leverage the content they create or license. There is no single solution for content distribution. Content can be directly distributed to consumers via video over the top which will generate additional revenue streams. Vindicia has been working with a number of content owners as they make the journey and deploy a full OTT solution.

1. 1
Building an OTT
Platform: No
Single Solution
Fits Everyone
© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.

2. 2
Building an OTT Platform: No Single Solution Fits
Everyone
© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.
The OTT revolution is taking off at lightening speed. Content owners like the NBA and
NFL, networks like BBC and HBO, and full-on content aggregators like DIRECTV are all
trying to decide how they’ll leverage the content that they license or create. Distributing
direct to the consumer via video over the top presents an opportunity for these content
owners to generate additional revenue streams while connecting with their audience in an
exciting new way. Vindicia has been working with a number of content owners as they
make the journey and deploy a full OTT solution.
What is interesting to me is to watch the approach our clients take to building out the
actual solution. In some cases, the content owners are extremely technical. At least one of
our clients has built out their own video player and video content management platform.
Although you need to have a lot of engineering talent to pull that off, you’ll end up with a
platform that exactly matches your specifications. Your fate is literally in your own hands if
you go this route. Other clients have gone more for the best-of-breed solution, and in
some cases are relying on outside vendors not just for the platform software, but also for
the integration work. I am no longer surprised to meet clients who are outsourcing the
entire integration process, from the platform-to-platform work, right down to the integration
to their own in-house financial systems.

3. 3© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.
I have to confess that this “all outsourced” approach makes me a bit uneasy. As a SaaS
provider, we have a very long-term relationship with our clients. Even in the most
successful implementation, the first release isn’t the last time you’ll touch the
software. Product offerings continue to evolve, and with that evolution comes a new wave
of requirements. Sometimes that can be handled directly from a GUI (like creating new
pricing plans). Other times, lower-level work needs to be done. At Vindicia, we pride
ourselves on the notion that our clients can be self-sufficient. We’ve had clients who
launch completely new offerings, add new payment methods, and restructure their entire
go-to-market strategy, all without having to request any professional services work.
However, they’re able to do that because they have a good working knowledge of the
solution architecture. They’ve gotten their hands dirty during the initial implementation, and
they understand how the systems all work together. My big concern with clients who
outsource the complete development is that they may become dependent on outsiders for
every change to their business. If they sign a new content deal, they should be able to
deploy that without coming back to Vindicia or their OVP vendor to make that content
available to their audience. Likewise, as their financial reporting needs change, they don’t
want to pay an integrator to come back and update the reports.

4. 4© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.
The analogy here is to home ownership. Some folks are completely comfortable living in a
home they own but calling a professional plumber or electrician when any issues arise. A
lot of folks in high-rise apartments in Manhattan are quite used to that model. Others may
decide that they want to be more hands on, and they’ll tackle routine maintenance or even
the occasional bathroom remodel on their own. In the end, there’s no one solution that fits
everyone. But as you’re getting ready to invest in that new property, it’s important to make
sure you’ve thought through how you’ll keep it a “happy home” as your needs evolve in the
future. Understanding what you’ll be able to do on your own (and what will require outside
help) is key in planning your new OTT platform.
About the Author: Doug Smith
Doug has over 20 years of experience in technology
development and professional services in enterprise software
and telecommunications. His primary areas of focus are
professional services practice development and enterprise-
scale integration strategy.
Visit our Blog for more information.

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© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.