TEAM

LOSERS. INC

ISHMAM TASNIM
(ishmamtasnim66@
gmail.com)
(01533271277)
ARKA RAHMAN
HASNAT IFTEKHAR
HRIDI PURNA SAHA
 TASK 01
Among the 169 mil
subscribers, BD only has 200
thousand Netflix subscribers
and $21.60MM USD in profit.
But, that isn’t even close to its
targeted market share in a
country of 17MM.

INTERNATIONAL VIDEO
STREAMING SERVICES

•
•
•
Easy user mechanism.
Diverse and lucrative content.
High quality videos.
S
• Multilingual and multi-national content.
• Strong marketing strategy esp. services like, screen sharing.

 Requires high tech for best user experience (high-speed internet connection
and up-to-mark gadgets.)
W
 Inconvenient payment system
 Sophisticated taste regarding content.

•
•
Various types of genre yet to be unexplored in Bangladesh.
Has enough capital to discover and take the helm of the lagging
O
entertainment industry.
• Can outperform the local entertainment distributors in fulfilling the demands
of the viewer.

•
•

•
Easy accessibility of alternative sources of entertainment, esp. Youtube.
Consumer base not exposed to and familiarized with content being
produced.
Local dish companies
T
PROBLEM (rural or suburban areas)
IDENTIFICATION

Socio-economic system
unaffordability and
unawareness towards
technology and its
mechanism.

Scarcity of high tech

for best user experience

SUB-PAR INTERNET SPEED:

Areas outsides the cities have scarcity of
high speed internet. To view Netflix’s high
quality (HD, UHD) contents, internet speed
becomes a must. Even though this is what
creates a difference between Youtube’s free
content and paid streaming services which
only partial subscribers (Ultra V.2 package
which provides high dynamics range content
service according to Netflix, Bioscope’s
premium service for GP users) can access.

NECESSITY OF UP-TO-
THE-MARK GADGETS:
For the best user experience that
supports HD, UHD; high tech
gadgets becomes a must.
Furthermore, Netflix service
stopped supporting smart TV
models from 2010 and 2011 (older
Samsung smart TVs and Roku
players)
 PROBLEM
IDENTIFICATION

LACK OF REGION
SPECIFIC PAYMENT SYSTEM

Online streaming services use credit , debit card or Paypal. (Netflix, however, stopped
taking Paypal services), which is a big problem for Bangladesh as only 9% of all
transactions here happen digitally.
Most streaming services put accounts on hold if pay is delayed. Thus, renewal systems
are known to be hectic.
The problem could be prevented if Netflix had an office in BD. BTRC (Bangladesh
Telecommunication Regulatory Commission) has allowed Netflix o set up cache service
in BD which would likely put an end to the inconvenient payment system and grow BD’s
national revenue.
Netflix doesn’t offer free one month trial in BD. This would have helped to create
dependency over Netflix-like services, as people are more attracted to free goods and
stuffs.

DIFFERENT TASTE OF

3
CONSUMER BASE

2 Sophisticated

1
and
Scarcity of uncompromising
Bengali content dedication of
on international video streaming
streaming services (esp.
Ubiquity of services and Netflix) which
Indian TV language doesn't match
shows barrier this country’s
market.
 PROBLEM IDENTIFICATION

Heavy competition
LOCAL DISH COMPANIES and its connection to bureaucracy help the
local companies create its own monopoly. Consumers’ addiction to Indian soap makes
the problem even more acute as the local companies mainly air those channels and
thus, control the consumption of the local consumers which makes hard for Netflix-like
services to grow market with its diverse content.

YOUTUBE ’s vast range of free content and accessibility without

needing to own international card or high tech steals majority of the
consumer base, especially for music streaming services. Subscribing to
online streaming services through the hectic payment system doesn’t
seem to rewarding enough for the prospective consumers.

Piracy
Screen-recording facility of Netflix and hall recording
has become a major source of unauthorized movies. Clients of
different torrent sites upload and distribute to those who give
better unpaid service or directly to the consumers. Other
countries are strict on anti-piracy laws whereas Bangladesh
remains oblivious making online streaming services miss out on
millions of USD and thus, uninterested to engage further.
According to BigChampagne, there are nearly 7 million BitTorrent
online users at the same time in August 2004, and nearly 10 million
in August 2005.

Exponentially increasing number of peers per hour suggests the

increment of TORRENT’s popularity and with it, the decrease in
demand of online streaming services.

TASK 02
BANGLADESHI
VIDEO STREAMING
SERVICES
 Licensed Content Solutions for
business allowing copyrighted
content be played under a
certain payment stream.
 Sharing/selling of premium
content- uplifting the quality of
content and raising the market
value
 International streaming
services
 Piracy
 Preference of Free-Content
What do you/most of
your family do when
they get back home
and want some
recreation at the end of
the day?
The answer is simple,
same old cable based
TV channel or, at better
case, YouTube. Now,
why would one even
switch from YouTube
with the easiest user
interface, especially
when it’s free?
 Scarcity of Proper content
 Unclear brand positioning
Of Bangladeshi Platforms to
rural and semi urban people
 Lack of Openness to accept
all categories of people as
customer
 Consumers’ growing need of
rational & favorable content.
 Consumers’ reliance of
video/music in leisure
 Opportunity to earn revenue
not only from payment ,but from
free-with-ad services.
 COUNTRY
SITUATION ANALYSIS

In Bangladesh, almost billion people has Mobile internet. Users numbered 8.20
crore at the end of June, meaning out of the country's 15.09 crore active mobile
connections, 54.34 percent have internet connections.
When 3G was launched, mobile internet connections stood at 3.65 crore.
The mobile industry added more than 1 crore new connections every year on an
average to their network in the last five years.

In spite of a large number of people having access to internet, the number of

people having access to fast 3G network is very limited and Broadband/Wireless
network only reaches outside of Dhaka rarely. Moreover, another challenge here is
the social need to portray online viewing platform as something “exclusive” and
“worth the money.”
Most people in Bangladesh still have the common tendency to download content
from online and does not prefer streaming,specially in cases of music streaming.

Moreover, rather than a few good OVPS creating their position in the industry and
creating a platform for other OVPS, the online market in Bangladesh seem to have a
short term “copy-paste” technique to earn popularity.
 CONSUMER
PSYCHOLOGY

Answering to the primary problem we found, most Bangladeshi

people would not switch to Online Video Streaming services
instead of YouTube.

Moreover, massive number of people won’t budge their love for

Indian Daily Soaps, as it’s made to be very engaging and to twist
the contents in attractive ways to keep them glued to the screen.

Most middle aged/ old Bangladesh people are not very comfortable
with the idea of an online viewing platform.

For the psychological differences, our greater consumer

community can be divided to youth based customer and middle
aged customer bases.

Young Customer base (aged 12 -30): Are ready/interested/ aware

about online streaming service. Problem lies within financial
Hindrance and/or internet access

Middle Aged Consumer base (aged 35-60): are financially

dependable. Problem lies within the lack of
acknowledgement/misconception/ lack of interest about online
streaming services.
 PROBLEMS
FOUND

Lack of proper copyrighting of existing

1 content

Background :
YouTube worldwide prevents uploading of copyrighted content
using their algorithm, fighting the demonetization of contents.
Bangladeshi contents in most cases are easily available to
YouTube, within very short time of release in any media
whatsoever.Hence , Channels /Platforms have to release their own
content in media to increase views.

Impact:
Would you pay for exclusive content or would
This ad-free free access to service demonetizes you wait for it to come to torrent servers?
the online viewing platforms and mass viewers
lose interest in paying for exclusive contents – and
decide to wait a few days to explore the content in
YouTube. Hence the probable customer market of
OSS is reducing day by day. Copyrights have
definitely been a big challenge, because the
copyright industry here is not that well defined and
regulated. So a lot of issues rises such as the
producer signing the same exclusive deal with
multiple people.

Wait Pay
 PROBLEMS
FOUND

Lack of Proper
2 Marketing Strategies
Background:
Mostly urban-centric or Youth centric online Marketing Strategies are taken by Bangladeshi OVPs –
these do collect a new customer base. However, the customers who now explore content via television
are mostly unaware about the existence of OVPS – mostly the second categories of customers.

Cable TV content vs
Ad timing
Impact:
TV content Whereas, with proper marketing strategies,
Advertisement OVPS could be more appealing to them
since daily content from television contains
far too much advertisement and eats up far
too much time for a working persons’ busy

schedule .

3 Market Oversaturation
What drags you towards Indian
Background: serial ?

Sudden worldwide popularity of Online Viewing

Platforms creates an initial market rush in
Bangladesh- creating multiple small to medium
OVPS. However, the number of skilled manpower
and resources are limited in this industry – making
each of the OVPS weak and underbuilt. So, the
consumer is served with numerous option to
choose from- but none so good.Hence ,people end
up watching Indian soap operas since there is no
choice to make .
Impact:
Consumers always tend to
choose the option that people
suggest. But due to the low
quality of service, people often
rely on free servers.
 PROBLEMS
FOUND

4 Lack of Regular Content

Background:
Under the status quo, Bangladeshi OVPs need to fight with Indian Daily soaps
to attract consumer, it is very important to have regular quality content
uploading and proper marketing of them – to make the mass consumer
believe it’s worth their money.

Impact:
This ad-free free access to service demonetizes the
online viewing platforms and mass viewers lose
interest in paying for exclusive contents – and decide
to wait a few days to explore the content in YouTube.
Hence the probable customer market of OVP is
reducing day by day. Copyrights have definitely been Bangladeshi Shows or Indian
a big challenge, because the copyright industry here Soap Operas

is not that well defined and regulated. So a lot of

issues rises such as the producer signing the same
exclusive deal with multiple people.

Bangladeshi Shows

Indian Soap Operas

Bangladeshi regular shows exist????

 PROBLEMS
FOUND

Customer Base
5 Limitation of OVPs
Background:
Bioscope is exclusive for GP users, Toffee and Banglaflix is specified for Banglalink
users. Though this exclusiveness is very important for sponsor purposes and
funding of a new OVPs, this harms the initial support and versatile consumer base.

Impact:
Consumer as a whole, loses interest in OVP in total, whilst problems with the
subscription of the OVP initially occurs.

Time bound Payment

6 Procedure

Background:
Contents in the Bangladeshi OVPS are mostly generic except for exclusive ones. Even
though cardless payment service exists in terms of some OVP, most subscription
methods tend to be more time dependent, whereas most people take on the services
for a specific content.

Would you subscribe on a specific streaming

service for a month if it presents only few
Impact:
exclusive content?
Consumers repulse from the services because they would
not want unnecessary generic content under a certain time
period where they can only premium content on a content
payment basis.

Yes No
 PROBLEMS
FOUND

Administrative lag
7
Background:

Extreme administrative lag and lack of co ordination among ministries create

challenges in buying content, acquiring sponsorship, and getting the approvals
from the relevant ministries and authorities. It took us about a year and a half to
get Bongos approval from BTRC, which would allow them to sell content
through the telcos (tele-communication companies). It took another year to get
the approval from the telcos. The process of getting license, short code and
everything, getting the telcos believing us, took almost two and a half years.

120
100 Impact :
80 This time length hampers the rise of new
OVP alongside hampering the growth of
60 existing OVPS, losing a margin of 25
40 million customer growth in case of
20 BongoBD.
Administrative lag also prevents OVPs
0 to buy/sell/share new original content
and therefore, a content becomes less
hyped and already available in YouTube
when by the time many online platform
loses the interest in the content .

Chart : Current and

estimated growth of
Bongo without
Administrative lag
 PROBLEMS
FOUND

International
8 Customer Outreach

Background:
The largest, financially stable customer pool of Bangladeshi Online Viewing
platforms lies in the first/second generation of Bangladeshi immigrant
worldwide. These customers are eager ,aware and interested to pay for
contents in Bangladeshi viewing platforms .

Lack of co-operation and high taxing makes from government makes it difficult
for most OVPs to reach out to these targeted customer pool.
However,most of them are under/un educated and have none to little tech
knowledge.
Hence ,with easier procedure and attractive content,they can easily be a
successful target pool.

Impact :

This time length hampers the rise of new OVP alongside hampering the growth
of existing OVPS, losing a margin of 25 million customer growth in case of
BongoBD.
Administrative lag also prevents OVPs to buy/sell/share new original content
and therefore, a content become less hyped and already available in YouTube
when by the time many online platform loses the interest in the content .

For example – the original “Aynabaaji” got released in some YouTube sources
before heating iflix ,losing a good number of views.
 SOLUTION

Solutions:
1) Government intervention in imposing Copyright laws
2) Content Creation
3) Marketing Plans
4) Horizontal Expansion
5) Easy Content Based Payment Solution.

Reference:

• https://www.thedailysta
r.net/news/business/tele
com/mobile-data-
service-leads-to-
internet-boom-in-
bangladesh-1623310

• https://www.google.co
m/amp/s/www.thefina
ncialexpress.com.bd/vi
ews/views/ushering-
netflix-in-bangladesh-
1558106225%3famp=tr
ue

• https://www.engadget.
com/2019/11/12/netfli
x-older-hardware-drm

• /https://www.academi
a.edu/28824865/Effect
s_of_Hindi_serial_on_B
angladeshi_culture

• IEEEJOURNALONSELECT
EDAREASINCOMMUNIC
ATIONS,VOL.25,NO.1,JA