Security and Beyond . . . Real-time Subscriber Intelligence: What is it and why you need it
As we see the marketplace for video services evolve, we are coming to believe that a more complete understanding of patterns of content consumption and interaction has the potential to reshape digital TV delivery. From the perspective of today’s environment, I don’t think anyone would argue that detailed subscriber behavior and usage data could be instrumental in enabling more focused and engaging content across multiple platforms. Based on some R&D and plenty of customer feedback, we feel Verimatrix is inherently well-positioned to drive the gathering and tracking of customer viewing information to help our operator customers achieve their larger business goals. Our revenue security solutions are already present at the device level to transparently – and securely – capture the critical real-time subscriber information needed to help drive an enhanced user experience. Imagine what operators can do with a fine grain picture of who is watching what content, on what devices it is being watched, and when and where these devices are used. With such a picture, they can better determine the “why.” But it’s equally clear that all this data must be protected with an adequate security envelope. At IBC this year, we sat down with Ben Schwarz to discuss this concept of “real-time subscriber intelligence.” He has written about it in Broadband TV News and called it a humbling “why on earth I hadn’t I thought of that?” moment. He has articulately described how Verimatrix technology would fit with an existing pay-TV ecosystem – alongside test & monitoring solutions as well as engine recommendation systems. Check it out and see if you agree.
We realize that the concept of gathering subscriber usage data is not new. However, with the advent of TV Everywhere services and instant gratification born through social media outlets, operators need to think about subscriber behavior and usage data more intelligently. A cost-conscious and practical approach to make real-time subscriber data a reality is to leverage existing infrastructure assets from known and trusted partners that are already enabling next-generation TV services. According to Colin Dixon of TDG, “Ensuring the security and privacy of sensitive consumer data is paramount in this equation. As a result, the infrastructure required to for gathering and delivering data on what customers watch and when must embody this reality. Verimatrix has been widely entrusted with maintaining the security of pay content and the integrity of rights information – and is therefore in a good position to extend this type of service to operational data.” Download our white paper on the topic: “Arming Digital TV Operators with Real-Time Subscriber Behavior and Usage Data” to learn how operators can benefit. This concept will continue to develop, so stay tuned.