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Broadcast content and video-on-demand (VOD) specialist Paywizard is teaming with subscription, billing and CRM expert Ostmodern to launch what they are calling a revolutionary new end-to-end pay-per-view solution.

To be introduced at IBC 2017, Venue is designed to enable rights holders, sports clubs, federations and broadcasters entering the PPV market to drive loyal and repeat customers. The companies believe that with ad revenues declining, operators of all types are looking for new ways to monetise their sporting rights. They noted that in recent months the market has seen operators like Amazon purchasing rights for NFL Thursday night football and ATP Tennis and so with demand growing and more operators entering the PPV market, it is critical to deliver a long-term, engaged and loyal customer base.

The two companies are confident that Venue ensures operators can drive loyalty and growth through data-driven actions, including targeted marketing campaigns, offers for premium extras such as virtual reality (VR) content and merchandise, or even related deals on VOD subscriptions for regular customers.

The solution brings together Paywizard’s Decision Moments framework and Ostmodern’s expertise in creating bespoke content experiences. The solution is also said to reflect the companies’ shared philosophy of managing PPV TV viewers by treating them as long-term customers rather than one-off buyers. Central to Venue is the relationship between the operator and the customer: this is said to be enhanced by data-driven optimisation of the content journey throughout the PPV customer decision moments.

“A key challenge we consistently see is PPV events are traditionally dealt with in isolation,” explained Paywizard chief executive officer Bhavesh Vaghela: “Whether operators are first venturing into PPV or are well-established in the market, most tend to focus on the immediate delivery of the event and short-term monetisation opportunity. Each time a customer interacts with a PPV operator, there is a point in which timely engagement can have a massive impact on the relationship, operators in pay-per-view TV can now offer personalised engagement at each key decision moment by proactively using customer data insight and predictive analytics to leverage a dynamic content management system that feeds captivating content to consumer devices.”

Added Ostmodern CEO Thomas Williams: “Data on each customer’s viewing and consumption profile, combined with transactional information, is leveraged to support a propensity to purchase model, aimed at dynamically personalising the content and UX. Critical to PPV success is continuing to build the customer relationship over time, leveraging both paid and free content to, engage and entice repeat purchases. With 80% of PPV registrations happening in the final hour before an event, operators must find a solution that is robust and scalable, but keeping customers engaged before and after an event is the major PPV challenge.”