Swrve Extends Leading Mobile Customer Interaction Platform to Support Streaming Video and OTT TV Platforms
Pay TV is in decline. Every quarter, 1.5 million US consumers abandon traditional paid TV bundles in favor of streaming media direct from content providers across a range of streaming media services, devices, and Smart TVs. Fifty-four percent of US households use OTT (over-the-top, which is defined as using apps to stream video content to a television set) platforms today. Consumers spend an astonishing 2 hours consuming digital media. This represents a unique opportunity for content providers -- a direct, profitable and enduring relationship with consumers.
Swrve has an unrivaled track record enabling organizations to drive engagement, retention, and revenue by sending 'perfect massage, perfect time' campaigns based on real-time customer intelligence. With this release, Swrve enables streaming video-on-demand (SVOD) companies customers to deliver rich-media, personalized campaigns on OTT platforms, driving loyalty and revenue in the media, entertainment and streaming industries.
This new release integrates three core elements in one real-time platform:
Customer Intention Engine
Every fragment of customer viewing -- from first interaction years ago to last interaction minutes ago -- is structured, available and actionable. This uniquely deep behavioral segmentation reveals customer intent. Who watched every episode of Season 6 Game of Thrones last year, and have viewed the trailer for Series 7 twice in the past week?
Customer Interaction Engine
Intent meets Interaction. Deliver uniquely personalized cross-platform customer communications across a variety of channels including native mobile, desktop, and mobile internet/email, and now SVOD OTT platforms including Apple TV, Roku, Android TV, and Amazon Fire TV.
With behavioral automation, it is now possible to interact in context with every customer. Set up Swrve to onboard every new user, nurture usage during free trials, suggest new things they should try, cross-sell and upsell existing customers, or re-engage subscribers who may be slipping away.
Swrve solutions for OTT is in early access and has already been sold to many of the world's leading media companies.
"The media landscape has changed dramatically over recent years with the decline of PayTV and rise of OTT," said Christopher Dean, CEO of Swrve. "Swrve already works with many of the world's leading media companies on mobile and now on OTT platforms such as Apple TV, Roku, Android TV, and Amazon Fire TV. Media companies need to build direct relationships with their viewers, deliver the right interactions at the right moment in time, and drive revenue. With this announcement, media companies can know and grow customer relationships across all the platforms customer use today."
How It Works
Take the example of a streaming OTT service wishing to subscribe users to a sports package. Swrve can identify in real-time those users who have paid one-time fees for a sports events a certain number of times within any specified time frame, or alternatively those who have watched events involving a specific team or personality who has a major upcoming subscriber-only event.
Campaigns promoting subscription packages can be shown at specified times in the OTT experience to those audiences with the highest intent to purchase and integrate seamlessly with the payment process to ensure maximum conversion rates. These campaigns can be A/B tested to deliver further optimization. In addition, other channels, including native mobile (push and in-app messaging) and email can be added to lifecycle marketing efforts, helping with tasks, including onboarding, feature discovery and even re-engagement after churn.