Today, there is not a single company that is not looking at creating more value. More value in their products, more value from their employees, from partners and for customers.
The automatization, the increasing Artificial Intelligence has pushed individuals and companies to concentrate on value added work. More than ever, it’s important for anyone to produce a value that cannot be produced by a machine or a piece of software.
As Jeremy Rifkins wrote in his book “The Zero Marginal Cost Society », the cost of a product or a service has become close to zero. There is less and less value in producing a content. So how to sell value of something that costs nothing? How to attract customers for something they can find somewhere else on the internet at the same price and with the same quality?
If you look at Live video broadcasting, MOOC (Massive Open Online Course), well known online Private sales… they have one common point. This common point considerably increases their value. They are all nicely playing with timing, they are all based on Live delivery of a product or a service. There is a starting point and an ending point. If you miss it, you miss the opportunity. If you go on MOOC platform, you will quickly realize a MOOC session have an open date and a closing date, and you can enroll only during this time. There is nothing that naturally prevents users to access the MOOC content, except that someone has decided the availability time must be limited. Therefore, MOOC users are more involved, more engaged and it forces them to quickly finish the course and pass the exam. This create value to customers and consumers, but also to the industry.
|Having people in front of their screens at a certain time has more value today than 10 years ago.|
This concept perfectly applies to video. Actually, many will tell you that television has always been based on this concept. Of course the biggest value of Live video is that you watch something in real time, you get information in real time. But recently, on demand video has considerably reduced the value of linear TV because if you miss a TV show or a movie, you can still watch it later, on you tablet or on your TV.
The consequence of this for video is that having people in front of their screens at a certain time has more value today than 10 years ago. It has considerably more.
Having this in mind, there is a new challenge for the industry: how to get people ready to wait for an event (online) and stay. The value of what you are showing has a fundamental importance. It may be a Live event, such as football game or live concert, or the limited availability time might be completely fake and created by people.
LTE Broadcast is a technology that enables companies to broadcast video over a LTE network. It allows people to watch live events (that occurs in the real life at the same time) or to watch a video content that has a limited schedule (MOOC…).
Many telecom players will object that LTE Broadcast is limited by the fact that people must watch the content at the same time. Although caching is an interesting counter argument, it does create other issues. Actually, the fact that people must watch the content at the same time is inherent to the value of the service. In the coming years, more and more content will be live because industry will try to create value, and value will come from limited availability time.