high rise in consumption in digital media
Vodafone India offers free subscriptions ofNetflixand Magzter to customers of its ‘RED’ plans and Idea Cellular has a partnership with Magzter to offer Idea users access to digital magazines and news. These offerings are further to an option of viewing TV content through their Apps.
There are a few trends that are catching up and will play a significant role in the near future. The interactivity feature is one such that enables the use of a second screen, typically the mobile phone, while viewing content on TV. Broadcasters such as Colors and Sony and OTT players such as Hotstar have implemented this thus far. Few other important trends worthwhile to note would be the advent of e-sports, which is presently nascent but is expected to grow fivefold in India over the next five years, and Edu-tainment which is expected to reach a market size of $5.7 billion by 2020. We have been seeing major shifts with the use of AR and VR too, currently in the nascent stage, but is expected to grow at 76% CAGR over the next five years.
A natural step forward from hereon for the telecom operators would be to dive into content creation which will aid engagement on their platforms and apps, thereby ensuring presence across the value chain from content creation, to distribution and consumption through the network.Further, the telecom operators’ choice of markets will need to be strategic with a host of decisions on language of content and its genre. This accompanied with certain carefully thought out marketing and pricing strategies keeping in view the diversity of the Indian consumer base.
To conclude, India is at a cusp of a digital consumption breakout with exceptionally high levels of demand. Telecom operators are best placed to reap maximum benefits through this phenomenon by offering a 360°solution to consumers and by being present across the value chain.DISCLAIMER: The views expressed are solely of the author and ETTelecom.com does not necessarily subscribe to it. ETTelecom.com shall not be responsible for any damage caused to any person/organisation directly or indirectly.
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