Creating a great TV User Experience:
Overcoming UX Challenges in Telco land
Maurice van Koppen - KPN 1
A population of 17 million people and 19 million bikes 2
54% of the population lives below sea level
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We have legalized almost every vice
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We celebrate Kings Day quietly on the water
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It will be the death or the gladiolus!!
Some of us enrich English language with dutch sayings! 6
…. y la lengua española
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……und die Deutsche Sprache
And when we’re not doing all of that, we love to watch TV! 8
Contents
I.
KPN & iTV Context
II. Trends & UX Challenges III. UX Practise KPN TV IV. Results.....so far
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Contents
I.
KPN & iTV Context
II. Trends & UX Challenges III. UX Practise KPN TV IV. Results.....so far
10
KPN Context
Nationwide 4G coverage
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Role of iTV in KPN Portfolio TV is thé service to leverage our fixed and mobile networks
Fixed ADSL / Fiber
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Mobile 3G / 4G
Our iTV Services STB & OTT, all screens, all key operating systems
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KPN’s Interactive services Usage of time-shifting and binch-viewing features is rising
On demand: Videoland unlimited Film 1 HBO VOD catalogue
Time shifting: Live TV pauzing Catch-up TV Start-over TV 14
Contents
I.
KPN & iTV Context
II. Trends & UX Challenges III. UX Practise KPN TV IV. Results.....so far
15
The TV industry is in a flux Flux resulting from consumer, technology, business model and market trends Technology trends Customer trends • Ultra HD TV
• Desire to watch video everywhere, at any time
• Everything being connected with quality broadband
• The boundaries between on- and offline are fading
• The power of data will fuel total business model
• Customers like to stay in control of their data
• Abundance of (low cost) devices in household
• Increasingly easy to personalize products and services
Business model trends
Competitive trends
• Massive increase of content availability
• Broadcasters/producers target the eyeball directly
• Content anytime, anywhere, any device
• Netflix gaining share
• OTT apps – threat or opportunity?
• Device manufacturers bypass content distributors
• One personalized user experience across all devices
• Merger UPC / Ziggo creates new BB market leader
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Our UX Challenges Company Culture and Technology must leverage UX instead
The challenge of User Needs User behaviour increasingly varies between segments & generations Medium user:
Heavy user:
large content offer
SERVICE
anytime, anywhere
FEATURES
Medium user:
Light user:
efficiency
traditional
QUALITY
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PRICE
The Challenge of Company Culture Old Ways-of-working and values are persistent Go-toMarket People Practices
Values Measures Rewards
How we organize
How we work
• Telco instead of media company culture • Waterfall and/or Agile wow • Requirement instead of Usage driven innovation • Risk at change requests in building phase 19
The Challenge of Company Culture Benefits UX
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The Challenge of Technology Continuous trade-offs between opportunities and performance & effort Opportunity
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Downside
Flexibilty
Platform Performance
Differentation
Multiplicity of cost of innov. & maint.
More interactive/on-demand services
Access Line performance
Analytics
Complex cross-domain interfaces
Contents
I.
KPN & iTV Context
II. Trends & UX Challenges III. UX Practise KPN TV IV. Results.....so far
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Overcoming the Challenges of UX & Culture KPN UX design process in practise Validated E2E test
Concept DNA
Sprint Assets
VoC Tree
Usage Scenarios
Validated Prototype
IA
MVP
*)based on Akendi’s UX Design process
Creating Usage Scenarios Specific persona, specific task, specific context
Overcoming the Technology Challenge Technology partners closer to the users
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IV. Results
…resulted into high customer satisfaction Highest NPS in the market
+15
Continuous growth TV market share
27%
KPN brands in the top of ‘consumentenbond’ chart of best TV product
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#1
Announcing:……..Play. by KPN Phased roll-out in line with new approach
• • • • •
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OTT TV app Personal TV Live TV & On Demand Movies & Series) New UI Concept Phased roll-out starting now!
Thank you!
Maurice van Koppen
[email protected]
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Appendix
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CULTUUR & PRESTATIEMANAGEMENT
VOOR INTERN GEBRUIK
VI. What will the future bring?
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UX Maturity Model * Ambition to grow to highest level
*)Based on Forrester ‘s CX Maturity Model
KPN should continue its position as TV frontrunner to conquer battles in the TV industry and retain the customer Consideration
Rationale •
TV is of strategic importance to KPN… …but TV market and consumption is changing and our role is at risk
KPN should position as a TV frontrunner 32
In the choice amongst 3P providers, TV is one of the most important determinants to consumers Ideal service to take full benefit as integrated access provider TV / video is the utmost driver of data traffic Proven churn reduction when shifting to 3P / 4P
• • •
• • • •
Churn %
TV industry is moving towards OTT with disruptive business models Whatever content, anywhere and everywhere available TV consumers are becoming (more) in control TV to become part of wider digital life experience both in the household and in personal life
• KPN should continue its position as TV frontrunner to conquer the main battles in the TV industry • A position as TV frontrunner should enable KPN to • • • •
Fence off OTT players and stay ahead of local competition Grasp opportunities in-home digital services Obtain better interaction with customers Increase bargaining power with content parties
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Klantinzichten
KPN klanten willen de beste kwaliteit, Telfort de beste prijs. Kabel klanten zitten bij hun aanbieder uit gewoonte; er is geen aanleiding om over te stappen
KPN: Digitenne
KPN: interactieve TV
3%
34%
13%
29%
Telfort
UPC: Horizon
UPC
Ziggo
13%
12%
16%
normatief
traditioneel
18%
11%
28%
gedwongen
17%
20%
3%
9%
31%
6%
6%
23%
18%
calculatief
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32%
67%
Canal Digitaal
affectief
3%
28%
10%
17%
4%
13%
29%
13%
40%
13%
40%
35%
20%
24%
Calculatief: omdat dit voor mij de voordeligste keuze is Normatief: omdat … de hoogste kwaliteit (producten en services) biedt Affectief: omdat ik een goed gevoel heb bij … Gedwongen: omdat ik niet echt een keuze heb Traditioneel: omdat er geen aanleiding is om over te stappen naar een andere aanbieder 33
Gebruik KPN iTV
Geen Interactieve functies gebruikt in 2014
23%
Interactieve functies gebruikt in 2014
77%
Herstart TV
57%
1,1 mio items per maand, 50% vd gebruikers heeft meer dan 3 keer ge-herstart
iTV Online
57%
1,1 mio items per maand, 50% vd gebruikers heeft meer dan 3 keer ge-herstart
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VOD
28%
48% van de gebruikers heeft meer dan 5 films gehuurd in 2014
Opnames
Exponentiële ‘Begin gemist’ groei gestuwd door migratie reno-nmc
53%
75% van de HH heeft opname pakket, 71% daarvan gebruikt het
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