Subscription , User generated content and Brands
OK, Let me start by asking you a question. The question is would you believe if i say that you will get all the broadcast products ( mobile, DTH, Chromecasts, Datacards ,TVs, radios etc) for free in future?
Skeptic?
Well, two years back , while having discussion with someone, i mentioned that in future all products typically will be same , it is the service levels which will define differentiation ( since all products need repair/service as of now)
Then i went ahead one step further and said that next wave of products will be service free ( as the shelf life of every product is going down), people will be preferring use and throw products/technologies, they would not like to spend heavily on hardware but they will pay through subscription.
I am feeling so good, seeing the world going the subscription way, here is my first header:
Subscription
Now, You pay subscription charges for DTH ( brands have started giving set top boxes for free)
You pay monthly subscription/usage charges for internet/data cards,Be ready to pay what you consume, no need to pay extra!
Now lets look at few details about world's great online content streaming website "Netflix"
In 1999, Netflix
launches the subscription service, offering unlimited rentals for one low
monthly subscription ( for movies, TV shows)
- In 2007, Netflix introduces streaming, which allows members to instantly watch television shows and movies on their personal computers.
- in 2009, Netflix partners with consumer electronics companies to stream on the PS3, Internet connected TVs and other Internet connected devices.
- in 2010,Netflixis available on the Apple iPad, iPhone and iPod Touch, the Nintendo Wii, and other Internet connected devices.
- in 2013, Netflix garners 31 primetime Emmy nominations including outstanding drama series, comedy series and documentary or nonfiction special for “House of Cards”, “Orange is the new black”, and “The Square” respectively. House of Cards won three Primetime Emmy Awards. Netflix was the first internet TV network nominated for the primetime Emmy
We are witnessing a time where content ( movies/TV shows) are exclusively launched on web only. just imagine that they are not available in mainstream cinema/TV.
So if you want to watch them ( content is great, so you will) , you will have to subscribe only.
So be ready to get products for free till brands get an addict out of you on subscription!
by the way recent addition in subscription- Hotstar app
User Generated content to feature more and it will be exclusive
Here comes the era where users will be creating the content and they will be uploading on web and if you are their TG, you can access the content (of course by paying)
People will create ( and are creating) lot of content, Yes , there are passive users who are also increasing, but lot of this content is getting unnoticed worldwide.
We only come to know about something if it has done some viral, the people are talking about it, then only we go and search for it.
So tomorrow, you and your team can create some magic ( say a play on how to improve internal communication) and post it online and charge people for viewing it.
In the end, only good content will be monetized.
This didnt happen overnight, in the past, dominance of studios was increasing day by day, their control on overall content ( including payments to actors) was so high that professionals decided to go against studios, they did tie up with online streaming companies and started to generate content and choose exclusivity that this content will only be available on certain platforms only, hence started an different era.
So, create content, sell the same to these online platforms now!
Role of Brands in subscription and use generated content era?
So, what is the role of brands now? they cant continue focus on Saas Bahu serials , fight for prime time, they have a larger role to play:
- Become the part of the content in someway at the core level
- Connect with TG at an experimental level, now no more push will work, brands will have invest in a relationship with its TG and keep on innovating since concept of loyalty is diminishing now
- No more feature selling about your product/service, connect is the differentiate, people will figure out features themselves
- Pleasantly Surprise the customer
The role of technology is huge now, we will witness fusion products , the products with multiple use ( mobile phone has killed camera and mp3 players industry , Onida is offering AC which you can control from your mobile)
One brand, i observe is making the efforts, Tata Sky, excellent service, customized offerings, surprises ( Karoake services at 1990 for six months, kid education packages etc)
Next big change is E`wallet , stay tuned ( Paytm is coming in big way and i am waiting for Netflix launch in india)
The views are strictly personal ( Typical line i had to write :), images used in this blog are for reference purpose only
Vikas Sachdeva
