The document provides tips for telecom companies to create compelling digital TV services. It discusses: 1) Getting stakeholder buy-in through customer research showing products work elsewhere. 2) Rapidly validating new ideas using Lean UX and prototypes tested on popular devices. 3) Choosing between OTT and IPTV based on factors like network and content needs. 4) Future-proofing the TV strategy by owning, distributing, and monetizing content across multiple devices. 5) Continuous testing and learning to reduce churn and strengthen loyalty.

1. Create compelling
digital TV services
consumers want
Telecoms World Middle East
15 September 2015

2. Head of UX, New Business
Ooredoo Group
Previously SKY TV, Microsoft, Thoughtworks
#UX #UI #Design #TWME
@Ultraman
About me

3. 1. Get over the first hurdle
How do I convince stakeholders to build my TV
Product?
2. Create innovative products fast
How do I validate my ideas quickly enough?
3. OTT vs IPTV
How do I choose which is best for my company?
4. Future-proof your TV strategy
How do I own, distribute and monetise content
wisely?
5. Test and learn
How do I improve products, reduce churn and
strengthen customer loyalty?
Agenda
Creating compelling digital TV services consumers want

4. People don’t watch TV
like this anymore…

5. Expectations are changing
• Multi-screen
• OTT
• Mobility
• Self-service
• Customization
• Personalization
• Participation
• Social community
• Shared ownership
• Co-creation

6. 6
Where do you start?
https://www.reddit.com/r/gaming/comments/1vqh4s/what_vr_headsets_should_look_like_according_to/

7. 1. Get over the first
hurdle
Use research to convince stakeholders
to build your TV Product

8. Prove it works elsewhere
• 14% YoY increase in IPTV subscribers 2013-14
• May 2014 OTT TV launch
• Free for existing IPTV subscribers
• Premium TVOD movies and TV series first
• Multi-screen: PC’s, smartphones and Smart TV’s
• Recent related stories, articles and reviews
• 16 live TV channels, on the go
• Live sport
• Subscribe for $7.4/month promo for two months
Note: 1Converted from HUF to $ using exchange rates of Q1 2015 from Oanda.com
Source: Magyar Telekom’s annual report and quarterly reports, accessed in Jun 2015; Digital TV Europe, ‘Magyar Telekom
sees multiscreen, IPTV boost’, Mar 2015; Broadband TV news, ‘Interactive, multiscreen boosts Magyar Telekom’, Mar 2015;
OG Analysis
• Quick uptake of OTT TV service (companion)
• High daily usage %
• Increase PayTV ARPU and subscriber base
As of Mar 2015, 100,000
subscribers registered for
TV GO, and more than
half used it on daily basis
In Q1 2015, significant
growth in PayTV ARPU
(5% YoY) in Hungary,
primarily driven by IPTV uptake

9. Simultaneous TV viewing
Stay up-to-dateOn the road
Discover what matters most to your customers
“People travel a lot for work and pleasure,
this would be useful to have on long
drives, will keep the children and
ourselves entertained”
“There are always fights in the house for
the TV in the evening, this service will
put away this problem, I can watch what I
want and so can my kids”
“When your waiting to pick up your wife
from some place or when your at an event
of some kind and not having a good time,
this works as a good escape ”
I want to remain entertained I want to watch my favorite soaps
I want to reduce stress at home
• Mobile data
• Live TV
• Multi screen

10. TECHNOLOGY
UI / UX*
MARKET RESEARCH
Customer insight
Industry insight
Regional insight
OG NB TEAMS
Future Strategy / innovation
International Roadmap definition
Workshop facilitation
Platform
Agile/Lean project delivery
Programme/project management
Proof of concept creation
Concept validation / usability testing
Design support / vision setting
COMMERCIAL
MARKETING
OG Business strategy
OG Sales strategy
Branding
Advertising
Product strategy
OPCO
Business priorities
Local Roadmap
Local experts
Involve stakeholders early
PARTNERS
Capability support
Additional expert advisory
• Workshops
• Presentations
• Usability test sessions

11. 2. Create innovative
products fast
Use Lean UX & rapid prototyping to
validate your ideas

12. Prioritise the biggest problems
Current TV
consumption
Evolution of
pay TV
Triggers and
barriers
Value and
ROI
Decision-
making
Pricing &
payment
Purchase
behavior
• TV viewing
behavior
• Level of TV
service
adoption and
consumption
• Piracy
• Where, when,
why, with
who?
• Awareness of
Pay TV
Services like
OSN and BIS
• Appeal of
content
brands
• Reactions to
censorship
• Illegal services
like Dish TV
and Tata Sky
• Subscription
thresholds (vs
OSN, BIS or
Omantel)
• Quality of
content
selection,
video
playback
• Social, effort,
norm deviance
• Control
• Relevance
• Timing
• SVOD, TVOD,
PPV, premium
• Subscription
/ package
options
• Device choice
(STB), Smart
phones,
Tablets and
Phablets,
Web, Smart
TV, Games
Consoles
• Bill payment
• Live TV epg,
record, Catch-
up, recs
• social/family,
current trends,
new cinema
releases,
• Influence
• Empathy
• Pricing for a
purchase
decision
• Consumer
product
expectation vs
price
• Payment
options
• Availability -
retails stores,
third party
dealers,
retailers
e.g.Carrefour
• Top up/re-
subscription
methods /
preference
• Discounts,
Incentives and
promotions
• Timing &
availability

13. Build a Minimum Viable Product… in 2 weeks
Key screens and interactions
New brand and UI
Existing digital agency = Quick sign-off
Existing technology platform
Content / Pricing (focus group)

14. Test on popular devices
• 1:1 video
• Diary study
• App tracking

15. 3. OTT vs IPTV
Choose which Middle Eastern TV
opportunity is best for your company

16. Decide what you need
• User adoption
• Content rights
• Content delivery
• Network
• Routing
• Quality of service
• Unicast vs multicast
• Regulation
• Costs vs ROI
• Speed to market
• Competitior advantage

17. Deploy strategically
Region 1
New product launch
(Q4 2015)
• New brand
• New UI and UX
• New content
Region 3
New product launch
(Q2 2016)
• IPTV trial
• Multiple locations
• New features
Region 2
Product extension
(Q1 2016)
• Extend existing TV service
• Bundling options
• Regional content

18. Have a flexible plan
2015
Q3 Q4 Q1
2016
Q2
• Android devices
• iOS devices
• PCs / Macs (Chrome, IE,
Safari, Firefox)
• STB
• Dongle
• Games console
• Smart TV app
• Windows 10 devices
• Games console 2
• Live TV
• nPVR
• Catch-up
• SVOD
OTT TV
service
• Operator
Billing
• PayPal
• Credit card
• Product
Packaging
• Multi-DRM
• Manage
profile
• New language
• TVOD
• Social strategy
• Recommendations

19. 4. Future proof your
TV strategy
Own, distribute and monetise content
wisely

20. Innovate to increase TV service uptake
Apart from these, telcos should focus on other activities such as acquisitions, increasing TV CapEX, and launching own channels
Bundled Services STB featuresOTT-VOD Services
Access over
multiple
devices
Live and
catch-up TV
Extensive
VOD library
Free access
for promo
period
Remote
recording
Common
remote for
TV and STB
Play, pause,
and rewind
live TV
External
hard drive
Customize
bundles
Discounted
prices
Bundling of
devices
Free limited
access to
OTT
Personal
channel list
Record one
channel,
watch
another
Profile
targeted
content
Free cloud
storage
space
Discount on
other
services
Device
purchase
discount
vouchers
First level of engagement
Differentiators

21. Build a robust TV delivery ecosystem
• Modular / De-coupled
• Flexible
• Connected
Download to go
New Payment
method
Social network
recommendations
VR Goggles

22. Note: 1Excludes the online and mobile components of TV advertising; 2Includes
broadband, VOD, OTT video, music, video games, and other digital media;
3Calculated using the expected CAGR for 2013–18 and advertising revenue forecast
for 2018
Source: PwC, ‘Global entertainment and media outlook 2014-2018’, accessed in Mar
2015; McKinsey & Company, ‘Global Media Report 2014’, Sep 2014; Digital Strategy
Consulting, ‘Global ad trends: Digital ‘to account for third of all revenue by 2018’, Jun
2014; OG Analysis
Explore an AD-supported model
• Matched to entertainment content
• Unobtrusive TV experience
• Timely, Targeted, Social
• Easy purchase path
• Flexible payment methods
• Any device, any time
• Monitor customer, advertiser and
commercial partner needs
• Fit-for-purpose formats
• Premium video content support
! Middle East and Africa will witness the fastest
growth in TV advertising revenue
! Online TV advertising is expected to more
than double its share of the total TV
advertising revenue between 2013–18
132
164
215
2009 2013 2018F
3
Global TV Advertising Revenue ($ bn),
2009–18F
5.5%

23. 5. Test and learn
Trial and continuously improve products,
reduce churn and strengthen loyalty

24. Simplify your offer
Platinum
1
Platinum
2
Platinum
3
Gold 1 Gold 2 Gold 3
Silver 1 Silver 2 Silver 3
A
Basic packages
DB C
97%
2%
1%
10%
ADD-ON
1A
ADD-ON
2A
ADD-ON
3A
ADD-ON
1
ADD-ON
2
ADD-ON
3
Upgrade Add-ons
Thematic Add-ons
0%
5. Remove upgrade
add-ons
3.Shift expensive/flavored to
Premium
2.Include common channels
across all silver packages
1. Include all FTA
4. Merge Gold and
Platinum packages
6. Integrate add-ons
within premium
bouquets
• Too complex to understand
• Hard to sell
• Complicated integration
Premium
1
Premium
2
Premium
3
+ A
+ B
+C
+ A
+ B
+ C
+ A
+ B
+ C
BASIC
• Easy to understand
• Fewer options
• Simple integration

25. Give customers content they want
Some of the popular National channels Some of the popular regional channels
Recommendation: Include these daily viewing channels in packages targeted to Asians
“Watching these channels is our way of keeping up with what is happening back home, this
our way of feeling connected”

26. Continuously improve the service
Focus Groups
• 5-6 respondents in each group
• Interactive group discussion
• Response variety and cross fertilization of
thoughts
• Group-dynamics to highlight different /
common interests
• multiple view points about different TV
services, channels, genres, role of each
TV service…etc.
Home Immersions
• VIBRANT – Takes place in the user’s natural
surroundings; involves audio, visual, time
• PERSONAL– Helps user’s respond to stimulus
they already have (i.e. what they own, use,
consume)
• COMFORTABLE– Observational and
participative rather than interrogative or
evaluative
• The family-setting is a realistic approach as TV
and internet related experiences / decisions
might be done together

27. 1. Get over the first hurdle
Use research to convince stakeholders to build your
TV Product
2. Create innovative products fast
Use Lean UX & rapid prototyping to validate your
ideas
3. OTT vs IPTV
Choose which Middle Eastern TV opportunity is best
for your company
4. Future-proof your TV strategy
Own, distribute and monetise content wisely
5. Test and learn
Trial and continuously improve products, reduce
churn and strengthen customer loyalty
In Summary
Creating compelling digital TV services consumers want

28. a. Subscriber growth
b. Reduced churn
c. ARPU and EBITDA growth
d. Offset declining fixed voice revenue
e. Increased uptake of other services (bundle)
f. Increased viewership
g. Brand trust and loyalty
What is the impact of launching a TV proposition?
Answer…
ALL OF THE ABOVE

29. September 21, 2015 Name Presentation29
Eewei Chen
Head of UX, New Business
Ooredoo Group
Echen@ooredoo.com
+974 5032 5263
Thank you