Asian video-on-demand (VOD) service HOOQ is introducing PWA technology to improve the customer experience and overall reach of its mobile web service.
The technology will allow the Sony Pictures Entertainment, Warner Bros and Singtel owned company to deliver an app-like experience on the web. It displays identically on all devices, including desktop, mobile and tablet, and enables customers with lower-end devices or low data caps to enjoy faster load times and smoother interactions – even when using unreliable networks.
“HOOQ’s deployment of PWA came on the back of findings that four in five consumers access the internet daily on their smartphones and the usage between apps and websites were about the same,” said Michael Fleshman, chief technology officer, HOOQ.
“At the same time, we’ve also learned that more than half of those who came to the app store interested in HOOQ chose not to download the app, largely due to data constraints or storage limits on their device. This means that having a mobile app will only serve 50% of those mobile users but serving up a pure web experience allows HOOQ to potentially double its reach to mobile users consuming content, regardless of their choice of viewing over web or app.”.
Asia is recording 44% year-on-year growth in smartphone penetration, with over 230 million smartphones sold in 2017, according to GFK. This, said HOOQ, provides “a ripe opportunity” in Southeast Asia, where over 60% of these handsets are in the low to mid-range.
With PWA, users can browse the subscription VOD (SVOD) service’s complete catalogue and play content without having to download the app, buy accessing HOOQ directly from a URL. This can then be shared on social media, email, or a text message.
PWA is now live on the service in the Philippines, Thailand, Indonesia, India and Singapore via the HOOQ website.