Key points to note –
- Solution has been developed by Airtel’s in-house engineering team – though doesn’t seem like a big deal for a giant like Airtel.
- It encompasses features ranging from app development, content hosting, curation and lifecycle management to search and discovery, analytics and monetisation models (advertising, subscriptions, transactions).
- Raj TV and Eros Now are amongst the early customers in India. CG Telecom of Nepal is also using the platform.
Though the Company has used a lot of jazz in the press release, it seems like a straight hosting solution customised for Over the Top (OTT) solution seekers. It ideally should have a strong demand given the tailwind that OTT has got due to Covid. However, marketing and sales team would be key for the success, as Airtel would be competing with numerous small and big competitors.
In terms of technology, Airtel’s competence remains to be seen. I was a user of Airtel Xtreme (Airtel’s own OTT service) for couple of months and it was a very bad experience.