Operator Tier Android TV Box Deployments Create Opportunities in Customization and Security Solutions

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1Q 2019 | IN-5403

3 Screen Solutions (3SS), a Germany based multiscreen software solution provider, announced 3READY Assistant, an enhanced version of its 3READY Android TV Operator Tier Custom Launcher. 3READY Assistant enables operators to have better control over their deployments by creating commands for viewers to perform a wide range of actions. Operators can create a wide range of customer support commands such as management of parental control features, PVR instructions, and billing queries. 3READY Assistant can be integrated with Google Assistant to customize these commands with compatible language choice. Cloud-centric system configurations offered by 3READY also allow operators to remotely optimize service delivery and devices.

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3 Screen Solutions Launches 3READY Assistant 

NEWS


3 Screen Solutions (3SS), a Germany based multiscreen software solution provider, announced 3READY Assistant, an enhanced version of its 3READY Android TV Operator Tier Custom Launcher. 3READY Assistant enables operators to have better control over their deployments by creating commands for viewers to perform a wide range of actions. Operators can create a wide range of customer support commands such as management of parental control features, PVR instructions, and billing queries. 3READY Assistant can be integrated with Google Assistant to customize these commands with compatible language choice. Cloud-centric system configurations offered by 3READY also allow operators to remotely optimize service delivery and devices.

Android Box Deployments Growing at a Rapid Pace

IMPACT


Retail is no longer the only channel through which consumers get Android TV boxes. Consumers can also get Android TV boxes with a TV subscription from service providers, as a number of operators have deployed Android TV platforms to address consumers’ demand for video streaming services. Operators including DNA, Euskaltel, TIMVision, and Vodafone in Europe and operators such as NTT and LG Uplus in Asia-Pacific have launched Android boxes. In North America, operators such as Dish Network and Bell have launched Android based set-top boxes as well. AT&T is also testing Android TV box with selected DirecTVNow subscribers. While Android box deployments were initially concentrated in more developed markets, emerging markets are catching up quickly. United Group recently announced the deployment of Android boxes in South East Europe, and a number of operators in India, Thailand, Indonesia, and Mexico have announced their Android box deployment plans. Major set-top box makers, including ARRIS, Sagemcom, Technicolor, and others have partnerships with operators in Europe, North America, and Asia-Pacific, while device makers such as SEI Robotics and PESI are supplying mainly to emerging markets.

3SS has been providing Android TV solutions to major operators and device makers. Swisscom TV 2.0, launched in 2014, was one of the earliest Android TV platform deployments supported by 3SS. In early 2018, Nordic pay-TV operator Canal Digital deployed 3SS’s UI for its Android TV based satellite and OTT platform OnePlace to slightly under 1 million subscribers in Norway, Sweden, Denmark, and Finland. Sweden’s largest cable operator, Com Hem, partnered with 3SS to provide a custom launcher solution for Com Hem’s new Android TV 4K hybrid set-top-box. Com Hem will be deploying the new Android box to more than 1 million subscribers in Sweden. Leading set-top box maker Technicolor and 3SS partnered to integrate 3READY Android TV Custom Launcher to Technicolor’s Pearl set-top box. The integrated solution is targeted for service providers in emerging markets such as in Asia-Pacific and Africa.

Customization and Security Key for Successful Android TV Deployments 

RECOMMENDATIONS


Operators’ interest in Android TV box deployment is driven by increasing numbers of consumers’ selecting video streaming service. Short time to market (TTM) for Android TV box deployment and the ability to support combinations of broadcast TV and live and on-demand OTT services are attractive for operators working to keep pace in the market. Hybrid Android TV boxes integrating satellite, cable, DTT, or IPTV platforms and OTT features are expected to increase, creating a huge opportunity for hardware and software providers. Solutions that integrate DVB and CAS features into the Android platform with the customer launchers to fit the operators’ needs are required.

As Android box deployments get broader competition is expected to increase, putting pressure and focus on boxes’ prices, quality, features, and functionalities. Operators need to ensure optimization, hardware reliability, user interface, and personalization to differentiate their service from their competitors’. Operators can take advantage of Android TV Operator Tier solutions, which supports customization and branding to suit operators’ needs. Google Assistant is another remarkable tool that service providers can integrate into Android TV platforms to set them apart. Voice search features with multiple language options supported by Google Assistant can help operators improve customer engagement, an essential component for video services’ long-term success. Investment in data analytics platforms to identify user preferences and monitor QoS is required in order to offer optimized quality of experience, including enhanced personalization functions and tailored promotions and services. Such features are essential to prevent churn and improve customer loyalty.

Security is another crucial requirement for operators to prevent piracy of content and protect customer data which can potentially lead to revenue loss and brand damage. Security concerns can be higher while using open platforms; operators need to take steps to select the right solution to protect their video services. Identifying the security requirement based on different devices, service types, content, and regional piracy characteristics are required to deploy effective piracy control systems. Piracy monitoring and effective responses to pirate activities are essential in order to secure Android TV deployments and permit the expected growth of the platform. Rapid growth in video streaming services is expected to drive Android box deployments by operators even further. Selecting solutions to support smooth, cost-effective, and secure deployments will be key to gain market shares in the highly competitive OTT landscape.

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