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Media Tech

Helping media-tech players to study and understand usage preferences across audio / video / vernacular content formats

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What We Do

Availability visibility study
Category assessment
Category trends
Competitive intelligence
Customer navigational trends
Customer NPS & loyalty
Customer segmentation
Product price benchmarking
Sector scan
Target screening and diligence
Voice of customer

Availability visibility study

Are there any product offerings relevant to customers but not available to them? If yes, why?
What are the weak geographical areas in terms of availability & visibility?
What are the steps taken to ensure better availability and visibility of the products vis-à-vis that of competition?
Has the relation between visibility and product sales identified and leveraged upon?
What is the replenishment time for key products? How does it affect availability?

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Category assessment

What is the total media / entertainment & telecom market of India?
What is the demand / market potential for each category?
How does the competitive landscape look like across categories?
Which players hold the largest share? Which players are growing fast?
What are the growth drivers / barriers? Any differences across sub-categories?
What are the new emerging categories / sub-categories like OTT, podcast, digital media & gaming industry?

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Category trends

What are the different categories? How have they been growing?
What is the growth outlook for the categories / sub-categories?
How are the consumer needs changing?
How does the unit economics look like for each category?
Are there global categories in other advanced markets yet to enter India?

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Competitive intelligence

Who are the key competitors? What are their offerings to various market segments?
How big are the competition players with respect to - geographic spread (regional / national / international client base), total customer base, sales & revenue, Y-o-Y Growth etc.
What are the USPs of the competition products / solution compared to client?
What are the various marketing strategies used by competition?
Who are the key competitors and what are the features of their OTT platform?
What is the market share of competitors in the product group and how are they winning?
How does user experience compare across different competitive OTT platforms?
What kind of customer groups do competitors target, and how does the value proposition differ between players?
How are competition's products priced and how are they changing in recent times?

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Customer navigational trends

Which key products create a demand-pull for the OTT platforms?
How can OTT platforms improve navigation experience on their own website?
How to listen to social and customer data to shape customer navigation on OTT platforms' own website?
Is the user interface simple / easy to use for the not so tech-savvy customer?
Does the website / app include clear call-to-action (CTA) buttons?
What is the right way to estimate the amount of business lost due to people not locating CTA buttons?

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Customer NPS & loyalty

How satisfied is the consumer?
What is the NPS across leading players?
What are the drivers of NPS?
What are the common problems and pain points?
What are the unserved / underserved customer needs?
What are common global best practices that can be implemented to drive customer experience?

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Customer segmentation

What is the demographics of the different consumers?
What are different aspirations of the consumers?
How is the digital presence of the consumer - subscribed to OTT platforms, listening to music, digital gaming, consumption of online news, usage of payments apps, smartphone usage etc?
What are the major consumer archetypes?
What are the key customer segments that the brand can serve?
How can the brand extend its reach to new and emerging customer segments?
How to prioritize customer segments based on strategic fit, winnability and CLTV?
How can the offering be customized to serve different customer segment needs?
What capabilities does the brand need to develop to improve customer retention, repeat purchases and expand reach?
Are there any risks / opportunity costs associated with prioritizing one customer segment over another?

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Product price benchmarking

How should we set the price for the new products / features / value proposition?
For the same products, how does the price stack against the competition?
For the same raw materials, how does the procurement price stack against the competition?
What does the product price feature look like in the market?
What are the services and features for which customers are willing to pay more?
How can price be used as a strategy to win market share?

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Sector scan

What is the market attractiveness across sectors - macro-economic indicators, capital markets, unit-economics, etc?
How has the PE / VC interest varied across sectors?
Has the sector created value for stakeholders?
What the growth drivers for the sectors?
Who are the leading players? Are there upcoming players in the segment?
What is the growth / consumption trends of vernacular content in a geography?

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Target screening and diligence

How does the target fare against competition across key operational and financial metrics?
What are the key demand drivers: Trends influencing / shaping consumer behaviour?
Which customer segments are driving the category? Which segment does the target cater to?
How fragmented is the market in which the target is operating?
In how much time can the target scale their business?

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Voice of customer

How do the consumers perceive the platform compared to the competition?
What is the value proposition of key players?
Is the customer journey broken? What are the pain points?
What are the things that the players can improve upon?
What role does vernacular content play in key decision making for consumers?

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Related Case Studies

Opportunity analysis in customer personas and identifying their preferences for short video apps

Objective

A Global Investment group wanted to understand usage trends of short video content platforms, user preferences, and feedback

Methodology

Conducted a survey of respondents (N = 500) who are users of different short video platforms across metro / non-metro cities & other demographics
Conducted In-depth interviews (N = 25) with users to understand platform discovery, vintage, usage of the app, impact on follower base in last 6 months using the app, rating of key features and NPS of platforms used, drivers/barriers for adoption, pain points, etc.

Impact / Outcome

Client was able to understand the awareness level of various short video apps
Client evaluated the key selection criteria of customers when it comes to short video apps
Client benchmarked usage as well as feedback of users

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Concept validation for new product launch by digital lender providing media services

Objective

A large PE fund wanted to understand the whole media tech landscape to find a potential target that is also a fit for their investment thesis, meeting both commercial and social impact benchmarks

Methodology

Conducted survey (N = 500) with customers belonging to five metros and having some experience in using short video app services
Identified customer behavior towards their existing platforms of usage, their media consumption behavior, and usage of different online services
Presented various concepts related to the upcoming and existing product offerings and tested their likeliness toward them
Deep-dived the validation with in-depth interviews (N = 100) with different customer segments based on their demography, past credit behavior, and likeliness toward offerings
Understood customer behavior toward different the selection of features on the app and the strengths and weaknesses of different product offerings of the client

Impact / Outcome

The client validated and tested the upcoming features across major cities and looked forward to developing a marketing and advertising strategy through different media platforms

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Customer digital journey on exploring the platform

Objective

Client wanted to evaluate shift in short video app user preferences & consumption behavior due to covid

Methodology

Conducted customer survey (N = 800) of platform users across 8 major cities to understand customer behavior and experience with the app and its competitors
Conducted in-depth interviews (N = 40) with industry experts and customers to map customer needs with different type of features and services provided by the app
Identified key selection criteria, differentiating it with competitors

Impact / Outcome

Enabled the client to understand the overall impact of covid on short video market over changing customers preference and needs

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Understanding customer retention and churn analysis

Objective

An emerging PE investor wanted to understand the various channels of customer acquisition, their retention rate and churn rate for a digital news platform

Methodology

Projected future MAU, DAU considering acquisition through various channels, customer churn, penetration of smartphone & internet
Estimated CAC for acquiring users through various channels after assessing the evolution of dependency
Studied the existing coverage of target across languages, genres etc.
Studied the competitive landscape to understand where the target ranks in the market

Impact / Outcome

Client developed clarity on perception, preferences and feedback as compared to its competitors with action points on how to improve NPS

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Understanding pain points of customers of short video apps and hidden nuances while selling such a service

Objective

Evaluate customer experience across key players in the short video app industry; develop understanding of customer thought-process, preferences, and perceived quality of delivered services and therefore identify areas of improvement

Methodology

Carried out platform and market competitive analysis to understand the market attractiveness and differentiation
Conducted in-depth interviews (N = 45) to identify product and process level differentiation with competitors
Understood customer journey right from need generation to platform identification process and identified the challenges faced by customers at different phases of the journey
Identified gaps in user experience and service levels by segmenting challenges faced by the customers

Impact / Outcome

Suggested areas of improvement recommended for improved user experience
Suggested better differentiating factors between platforms

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Understanding the purchase behavior and price sensitivity of users

Objective

The client wanted to understand the customer perception for price difference among platforms, user behaviour, price sensitivity and trends in the media market

Methodology

Conducted a customer survey (N = 1,500) and IDIs (N = 10) with users of the target platform
Also conducted in-depth interviews with (N = 1,000) and IDIs (N = 30) with users of competition platforms
Identified and analyzed the awareness, usage, and key selection criteria
Understanding buying frequency, average spend, and NPS
Evaluating price sensitivity of the buyers
Understanding end use trends of heavy spenders

Impact / outcome

Successfully provided the client with a deep insight into the different behaviors exhibited by customers across different spend ranges

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User survey for change in app usage and new users onboarded on the app

Objective

Client wanted to understand pre & post impact of brand campaign along with brand perception among customers

Methodology

Conducted a survey for N = 500 users of short video app (across 7 metro cities and 4 tier 1 & smaller cities) to get insights on their brand awareness, usage, experience and content consumption
Conducted a similar survey post campaign to get insights on effectiveness of the campaign

Impact / Outcome

Successfully provided customer's awareness across platforms, Target company’s campaign awareness
Assessed customer’s usage & transaction preferences and experience with the target platform
Client understood effectiveness of the campaign by the change in customer behaviour & also understood the jump in users onboarding the platform as a result of campaign

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