IP&TV News speaks exclusively with Sef Tuma (ST), Managing Director and Chief Strategy Officer of Accenture Digital Video ahead of TV Connect London.
For our readers who aren’t aware, can you provide an overview of what Accenture offers in the Digital Video space?
ST: Accenture Digital Video helps clients profitably capture growth as customers watch more and more video content over broadband. We offer a comprehensive suite of consultancy, business services and software platforms) for video service providers, which are delivered by 2,000 digital video experts across five global delivery hubs.
Through our investment in the latest technologies in digital video, live streaming, analytics, mobility and cloud coupled with high-value consulting and delivery services, Accenture’s service offerings enable the rapid evolution of solutions and business operations at scale.
In addition, our software platforms power the rapid delivery and growth of video products and associated business capabilities for our clients to serve the rapidly evolving demands of consumers: Accenture Video Solution (AVS) which manages, delivers and monetises digital video services over any multicast or unicast network, and any IPTV or OTTV device, Accenture Video Analytics (AVA), a highly scalable data platform that enables consumer insights across multiple platforms, tailored to different industries across multiple departments and finally, Accenture StormTest, which has the ability to continuously and actively validate the quality of the consumer’s video viewing experience on a mixture of real and virtual devices in a completely automated manner.
What are the things that excite you about the evolving Connected TV market?
ST: The speed of disruption occurring across the industry right now, and potential for innovative changes that can occur in traditional and emerging business models for video and the opportunity that brings.
What do you think the future of Smart TV / OTT Content / video on demand looks like?
ST: Digital disruption that upended the music and publishing markets is now changing the landscape for theatrical, home entertainment and pay TV – but in a model that provides as many opportunities as threats.
Traditional video distributors and programmers are realigning themselves as digital content providers and digital content aggregators. They are doing this for three reasons: first, to better serve an increasingly digitally savvy audience; second, to make content more accessible in an evolving and complex ecosystem of device, platform and screen proliferation; and third, to compete more effectively against new entrants into the digital video space.
In a world where everyone is moving into everyone else’s space, businesses are having to redefine their offerings to remain competitive in the short and long term. How are Accenture meeting this challenge?
ST: Accenture has been in this space for more than 10 years and have 2,000 video experts globally working across five delivery hubs. Accenture Digital Video offers a unique blend of strategic and executional capabilities powered by both innovative technology and a scaled workforce. We are working with leading operators and broadcasters as they transition their business models, and provide the capabilities to enable them to execute on their strategies at speed. We continue to invest and develop in our Digital Video platforms and services to make sure we can offer what our clients need as the market evolves; one of the main reasons we made the S3 TV Technology acquisition last year.
What are Accenture’s goals for 2016?
ST:To work with, and position our Digital Video clients to be the winners in a very fluid industry. Over the past 15 years, due to the massive costs of content and infrastructure, video has been the only part of the media industry to sidestep the full impact of digital disruption but this is all beginning to change, with a wave of disruptive innovation now engulfing the industry, causing changes in consumer behaviours that exemplify their evolving needs. As growth slows in many traditional areas of the video industry, established companies face the formidable challenge of capturing new growth while protecting their existing business. To succeed, these incumbents will need to make some critical decisions about where they fit into the industry’s emerging value chain, which is centred more on data and platforms.
In this evolving value chain, the value of leverage points such as infrastructure, sales and traditional customer relationship management is falling, as digital capabilities and platforms are beginning to change how customers are served. At the same time, scale of reach, quality of experience, data-driven operations, ubiquity and seamlessness across devices are becoming increasingly critical sources of competitive advantage. An important consequence of this change is that partnerships between traditional Content Providers and Aggregators are becoming strained, as consumer behaviours evolve and as new business and associated operating models begin to capture a greater share of the market. This means Providers and Aggregators have an opportunity to reinvent themselves and increase their relevance in the industry’s rapidly changing dynamics. Throughout the remainder of 2016 and in 2017, Accenture will work with clients to help them understand what types of digital business they want to be and support them in building the capabilities needed to be successful.
What are Accenture presenting at this year’s TV Connect event?
ST: Accenture has a strong presence at this year’s TV Connect event. I will be providing a keynote titled ‘Appetite for disruption: realigning digital video business models,’ where I will talk about the opportunity to innovate in amongst the disruption and the emergence of the Digital Content Provider and the Digital Content Aggregator.
My colleague Laura Chittick will be on a panel discussing how data is driving new formats and content, and John Maguire, managing director in Accenture Digital Video will be presenting on building Digital Video Platforms in Software.
Why it’s important that you’re attending this year’s event?
ST: Events like this are really important from a networking perspective as all of the key players attend. TV Connect also provides us with a platform to communicate our point of view on the market and showcase Accenture Digital Video capabilities that address the associated opportunities and challenges to ensure people are aware of the breadth and depth of offerings Accenture has in this space.
What can TV Connect attendees expect from Accenture at TV Connect 2016?
ST: I think people will be surprised at just how much Accenture does in the Digital Video space. My colleagues and I will be onsite providing keynote and presentation sessions, taking part in panel sessions and we also have a stand (#58) where we will be showcasing our three platforms; the Accenture Video Solution (AVS), Accenture Video Analytics (AVA), and Accenture StormTest.
What are your forecasts / predications for the rest of 2016 in the connected TV space?
ST: An accelerating wave of disruption is transforming both the traditional and digital video industry. Conventional business models are under pressure, squeezed by shifting customer expectations and competition from digital rivals. This means traditional Content Providers and Aggregators will need to adopt new business models, to capture growth, protect market share and boost profits and we are likely to see some movement towards two new business models later this year and over the next few years:
- Digital Content Providers (DCPs) serve content across many different digital channels, either directly to consumers or through partnerships with Digital Content Aggregators, in order to achieve scale in their digital business.
- Digital Content Aggregators (DCAs) are digital video aggregation services that focus on supplying the data and platforms that DCPs need to engage audiences, all while providing an attractive product offering to consumers at an optimised price point.