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    Rachana Shah
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    How the Telcos will monetise content

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    Content monetization in India

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    How the Telcos will monetise content

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
    6 views6 pages

    Content Monetization in India

    Uploaded by

    Rachana Shah
    How the Telcos will monetise content

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
    of 6
    vRa99 to Improve ARPUS, bu the telcos stil offering some cheaper pans in select cltles, wich maybe phased out gradual T bherehave been media reports that Bhart Airtel plans to drop all post-paid plans below "demonstrates the existential challenge before telcos — a highly price-sensitive market that sees customer pushback against any efforts to revise tai tsa realty that selected inthe emergence of price warrior Reliance fioasa dominant brand in india. On Thursday, asurvey by global market research and consulting fim Ipsos ‘yotedjothe son most infvential brand in the county. Smal wonder, nan intensely competitive industry, customer retention tps the prot of tles. amply explains why they are proceeding a a snail's pace with ambitious plans to monetise content and make the consumes pay more. ‘Content monetisaion: an elusive gal ‘The fture of telecom isnot telecom, as we toldyou overayeat ago. Ils shaped around the ighal-services holy grailand content monetisation, SU, telecom companies have not gone beyond war-room discussions. Sofar, they bave onlyben bundling these services fo re to protect thei tur and remain competitive Jio'skey value proposition is the plethora of content servicestofferstoits users. The Incumbents threw theirhat nthe ring litle ate they are now forging more partnerships ‘wlth content providers. ‘whileall hisbenefitd the over-the-top (OTT) content providers andthe consumers, the Incremental capex san added burden for the already-crumbling tls, “the pater of ewsenrces and thelr neneft ate wideninz for consumers hl reverie a ‘customer base of OTT platforms continue multiplying, but telecom operators ate sl wiggling ‘with ed marks in theirboeks. How wil hey deal with? he die nec ofthe hours to focus on innovative business models tomonetisecontent. ‘Competitive pressure dives OFT partnerships ‘The market'smoving towards saturation ands csruptive moves aver the las two and a halt years have sited the fsas of tle to tention’ frm aegis While protecting {her mathe hates, telcos sem o be moving away fom ther cove objective, monetisaion. whan oleebecsinecommoditisad, eee noe at montising data andwith the advent af (oT conten providers the telecom fraternity spoke abou content being the newoil and its ‘monetisition likely tobe revenue spinner, But as retention has became the poly content ‘monetisition has tatnabakseat. While they wish to generate incremental even fom content, competition and fear of chun isholdng telcos om makingbod moves. ‘buthow feeble wold tbe nth longer mi? ‘The proposal to monetise content has evoked mse tesponse rom industry experts For OTT plavers,threnoneset vo kinds afconeumecs, Those coming though bundle eubserition ‘iateleos and direc subscribers Parterships area win-win for both OTT platforms and telcos. The former gets access to a wider set of potential subseribers while telcos can showcase variety of content. india is going to bea classic combination of thea-la-carte world and the bundled world,” saysa senior executive of an entertainment and media platform . “Telcos will eventually run ‘up nto a similar model where there wil bea bunch of services being offered at a bundled pele, which will be avalue proposition to the customer,” he adds. ‘The terms of partnerships between telcos and OTT players depend on multiple factors and there isno one-size-fits-all model. It depends on multiple factors such as type of content (exclusive/non-exclusive), number of subscribers, volume of trafic, quality of expetience, ete Rohit Prasad, professor of economics at MDI, says that instead of only looking out for ways to -monetise select content, telecom opetators can offer a diverse catalogue tote ser whereby ‘they can club multiple service like entertalnment, news, sports, etc, and come up with a competitive package around the same.” ‘Typically, OTT platforms work on a mix of subscription and ad-based revenue model. Paying {or content (subscription) isrelatively new for Indian consumers, and is slowly picking up. In

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