SF Anytime Case Study - Connected Entertainment 2012
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SF Anytime faced challenges with a PC-only download model in 2009, with limited device support and infrastructure. They worked with Neon Stingray to develop a structured product roadmap addressing devices, rights, hardware partnerships, a multi-platform user experience, and product management tools. This helped SF Anytime achieve profitable organic growth through a mix of direct and indirect channels, and breadth of device coverage including traditional and emerging devices.
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SF Anytime Case Study - Connected Entertainment 2012
- 1. International Case Study Delivering the Next Generation Connected Entertainment Experience: SF Anytime Chris Flintoft CEO & Co-Founder Neon Stingray
- 3. CONNECTED ENTERTAINMENT 2012 Background Based in Sweden • Owned by Bonnier Media Group • Sister company with SF BIO which is the largest cinema operator in Scandinavia, and Discshop, one of the largest online CD/DVD companies in Scandinavia • SF Anytime started with a movie download-to-PC service in 2002 • Now offers a TVOD only streaming movie services across multiple devices and platforms • Strategic goal to become the leading provider of Video On Demand content in Scandinavia through both SF branded and affiliate channels • Wanted to be ‘device agnostic’ to achieve broadest possible reach across a range of consumer devices (web, tablets, phones, Connected TV, Set-Top-Boxes, consoles etc)
- 4. CONNECTED ENTERTAINMENT 2012 SF Current State
- 5. CONNECTED ENTERTAINMENT 2012 SF Current State Profile • TVOD only • Decommissioned Download in 2011 • Watching brief on SVOD and EST • Mix of Hollywood and Local Market Content • Now Available on a wide selection of devices across web, mobile, tablet, connected TV with Game Consoles planned for late 2012 early 2013. • Currently available on Mac & PC, Samsung, LG, Phillips and Panasonic CTV’s, Android and IOS – XBOX and PS3 in development • Primarily PlayReady DRM to meet studio requirements • Search and Recommendations Tools
- 6. CONNECTED ENTERTAINMENT 2012 SF Current State Profitable Organic Growth • 4 million transactions per year • 50% growth • 1 million registered customers across the network • 900% growth • Smart TV has been a big driver of growth • 10% of total transactions on CTV in just 2 years • Affiliate programs also key to growth • 30+ affiliates driving 75% of all transactions • Affiliates include IPTV operators, ISP’s, Telco’s and Utilities
- 7. CONNECTED ENTERTAINMENT 2012 SF Anytime Problems
- 8. CONNECTED ENTERTAINMENT 2012 SF Anytime Problems 2009 • PC only download model • No product to manage rights across multiple devices • Static customer growth (Around 100,000 customers) • No device roadmap • Limited back-end infrastructure to meet changing requirements around metadata, subtitles, customised catalogues and geographic expansion. • Limited support for distribution via channels (affiliates)
- 9. CONNECTED ENTERTAINMENT 2012 How We Helped SF
- 10. CONNECTED ENTERTAINMENT 2012 Many In-Market Technology Options
- 11. CONNECTED ENTERTAINMENT 2012 Many In-Market Technology Options None are “End to End Products” Always considerations around: • Integration with back-end systems • Front-end user experience • Rights management on multiple platforms (e.g. web vs iPad) • Content ingestion and mastering tools (e.g. what's provided by the studios oen varies) • Encoding • Cross-platform DRM
- 12. CONNECTED ENTERTAINMENT 2012 How We Helped SF Created a Structured Product Roadmap Devices Rights Hardware User Experience Management
- 13. CONNECTED ENTERTAINMENT 2012 Device Roadmap
- 14. CONNECTED ENTERTAINMENT 2012 Device Roadmap Invest Upfront Time • Understand what devices you want to be on over the next 5 years • Invest time in researching device proliferation in your local market • Speak to hardware manufacturers early as there is oen a mutual benefit • Current – • Samsung, LG, Panasonic, Phillips CTV • IOS and Android Tablets and Windows Phone • Mac and PC • Late 2012 / early 2013 • XBOX, PS3, Sony Bravia CTV
- 15. CONNECTED ENTERTAINMENT 2012 Content Rights
- 16. CONNECTED ENTERTAINMENT 2012 Content Rights Understand and Leverage Your Rights • What rights do you currently have? • What rights do you need to negotiate? • What restrictions exist per device? • What rights do you need to purchase? • 2 years ago SF decided to • Decommission Download and focus on Streaming. • Build a strong indirect affiliate channel to expand their market • Keep a watching brief on EST
- 17. CONNECTED ENTERTAINMENT 2012 Device Hardware
- 18. CONNECTED ENTERTAINMENT 2012 Device Hardware Create Partnerships • Partner with your target device manufacturers • Negotiate premium homepage space • CTV is harder to navigate, so homepage space is critical for user engagement • CTV is now a key driver of growth for SF Anytime
- 19. CONNECTED ENTERTAINMENT 2012 Multi-Platform User Experience
- 20. CONNECTED ENTERTAINMENT 2012 Multi-Platform User Experience Signature User Interface Plan this upfront, not ad hoc as you decide to add devices to your solution • Create a signature experience across all devices to foster brand loyalty • Saves time and money by identifying possible design roadblocks early • Optimise feature set based on device capability and use case • A style guide or pattern library that scales across all devices in your roadmap (e.g. www.bbc.co.uk/gel) • Plays to native device strengths but has your brand DNA • Allow flexibility for “white label” affiliate networks
- 21. CONNECTED ENTERTAINMENT 2012 Product Management
- 22. CONNECTED ENTERTAINMENT 2012 Product Management Across Multiple Devices • Different devices have different rights considerations (e.g. iPad 1 vs iPad 2/3) • To operate a dynamic retail environment there is a need to push different offers (packages) to different devices • Ability to promote and manage content based on factors such as popularity and margin • Top Lists • e need to quickly on-board and manage affiliates and custom catalogues. • SF have developed a sophisticated Back Office Product to give them the ability to manage the day to day operations of the Product as a vibrant retail offer for their customers.
- 23. CONNECTED ENTERTAINMENT 2012 Summary Key Success Factors Devices Rights Hardware User Experience Management • Mix of direct and in-direct channels to extend market reach and provide economies of scale (i.e. single catalogue, multiple brands) • Breadth of device coverage – mix of traditional (IPTV, Set-Top-Box) and emerging devices (web, mobile, Connected TV, consoles etc) • Back-end tools to manage and promote the catalogue • Simple, practical solutions for search & recommendations (i.e. no need to build a ‘perfect’ algorithm)