Multi-modal Digital User Engagement Hub Is a Core Differentiator in the Multi-screen Era
In today’s connected digital economy, media enterprises, especially digital service providers (telecommunication operators, cable TV, and satellite TV), are aggressively embarking on building both horizontal (TV, video, gaming, music, etc.) and vertical (e-learning, e-health, essentials, etc.) integrated digital services ecosystem. This has led to the creation of loosely coupled, multi-faceted digital user engagement touch points across these heterogeneous services portfolios on a long-term basis. A good example is a digital user A subscribing to music streaming, gaming, and pay-TV with a virtual chatbot, e-mail, and voice as a preferred mode as compared to digital user B having access to IPTV, OTT on STB, and gambling with a preference towards video, and messaging based engagement touch points. Traditionally, media enterprises have siloed engagement lifecycle management for each digital service, enhancing operational inefficiencies, churn, and revenue leakages. As engagement rates and TCO reduction become the primary KPIs for most digital service providers (DSPs), the convergence of single-user lifecycle management across multiple services is crucial for long-term sustainability. Therefore, the highly fragmented multi-screen TV & video services era is paving the way for creating a unified engagement hub.