More power to consumers
IFLIX, the subscription video on demand (SVoD) service for emerging markets, recently released an all-new revamped and improved iflix user experience, along with new features. The upgrade represents the latest shift in iflix’s services with an all-new focus on individual customer experience, including “new channels”, “add” and “follow” features that enable significantly deeper personalised experiences and intuitive ways of discovering new content. And with additional improvements to speed and performance.
Jason Monteiro, marketing director for Asia, was interviewed by The Nation about SvoD trends and how iflix has rapidly established a leadership position in emerging markets since going live in May 2015.
HOW DO YOU SEE THE POTENTIAL OF THE SVOD INDUSTRY IN ASIA? HOW IS THE SVOD INDUSTRY AND BUSINESS DOING?
SVoD puts consumers in the driver seat, giving them total freedom and control over their viewing experience. And iflix gives its subscribers an entertainment experience that’s completely unscheduled and on their terms. In contrast to linear channels, which by nature provide audiences limited access to content through scheduling constraints, over-the-top content (OTT) offers users unlimited access to an extensive combination of local, regional and international content – whenever, wherever.
WHAT IS THE KEY FEATURE THAT KEEPS PEOPLE TUNED IN WHEN COMPARED TO SOCIAL MEDIA AND OTHER ONLINE CONTENT?
All content has an audience. We are not competing with platforms that specialise in short form and user-generated content (UCG). We have ongoing discussions with producers and creators of such content to potentially make those formats available on iflix. We are committed to offering our users the content they want, which currently is predominantly top Hollywood, international, Asian regional and popular local TV shows and movies, but our offerings will continue to expand and evolve in accordance to what our users demand.
Our last reported audience figure by Hollywood Reporter, as of May 2017, was at five million subscribers.
HOW DO YOU CHARACTERISE THE SUBSCRIBER TRENDS IN EACH MARKET AND AT THE END OF 2017?
As more people grow connected in emerging markets, so does their appetite for world-class entertainment. We expect accelerated growth in both our existing markets, as well as our new ones as we continue to expand. We have local content teams in each market that focus every day on acquiring and ensuring we have the content that local customers want. For example, live sports in Indonesia. As a result, we have seen exponential growth both in users and viewing habits and minutes.
WHAT IS THE UNIQUE ADVANTAGE OF IFLIX?
Unique key features that give iflix a competitive advantage over other entertainment providers include unlimited access to our vast library of thousands of first-run exclusive shows, award-winning TV series, blockbuster movies, popular local and regional content, children’s programs and much more.
Access to iflix on up to five devices at once, including phones, tablets, laptops, desktops, TVs and other connected devices, while streaming on two devices simultaneously.
The ability to download TV shows and movies to any phone, tablet or mobile device to binge-watch offline when not connected to the Internet.
Access to many of the world’s best and most exciting entertainment studios and brands along with users’ favourite content genres in a dynamic, engaging and easy to navigate channel interface.
The ability to add TV shows, movies and channels to the iflix homepage, and to follow playlists curated by hundreds of their favourite influencers and celebrities.
A completely personalised, unique user experience for each individual user that further allows them to surface more content in line with their interests from iflix’s vast library.
WHAT IS IFLIX’S BUSINESS STRATEGY TO ACQUIRE MORE SUBSCRIBERS IN THAILAND AND THROUGHOUT THIS REGION ?
We’ve has successfully launched in a variety of emerging markets, leveraging several strategies and tools, including: data-driven marketing, a strong focus on local content acquisition, deep telco integration, strategic retail partnerships and celebrity-driven marketing, to name a few.
WHAT IS THE KEY CHALLENGE FOR IFILX AND SVOD BUSINESS IN THE CURRENT DIGITAL ERA?
Subscription video on demand is a relatively new concept in Asia, making the biggest challenge education. We engage in multiple, highly personalised strategies through a variety of channels, ranging from traditional out-of-home marketing, to data-driven marketing and programmatic buying to ensure that consumers understand our product offering. The communications and channels vary slightly from country to country, given limitations in language and local preferences.