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#CTVWS 2023: Retencin de Abonados, el Papel de la IA y Nuevos Horizontes para la Industria de Medios y Entretenimiento (M&E)

31/03/2023

La semana pasada viaj a Londres para asistir a la cumbre anual Connected TV World Summit. Ahora se celebra en Bishopsgate, en la City, por lo que mi camino hacia el lugar de la reuni n me llev por una ruta tortuosa y, al pasar por Whittington Avenue, me pregunt si, tomando prestado un poco del folclore, el futuro de la industria de los medios de comunicaci n y el entretenimiento iba a estar pavimentado con oro.

Una cosa es cierta: el Sector de los Medios y Entretenimiento atraviesa un periodo de transici n. La fragmentaci n de los contenidos, la demanda de suscripciones de pago por uso y los nuevos modos de participaci n llevan tiempo en juego. Si a esto a adimos una crisis del coste de la vida que est exprimiendo a los consumidores hasta la saciedad, nos encontramos debatiendo c mo los medios de comunicaci n y los operadores pueden mantener el clima actual y explorar nuevas oportunidades de servicio.

No es de extra ar, pues, que la cumbre Connected TV World Summi se centrara en tres temas principales: Retenci n de abonados, el Papel de la IA y nuevos horizontes. Analicemos cada uno de ellos por separado.

Retenci n de Abonados en una crisis de Coste de la Vida

Seg n Tim Mulligan, de Midia Research, el cansancio de los abonados en torno al entretenimiento en casa, combinado con la crisis del coste de la vida, ha provocado por primera vez una contracci n del crecimiento del entretenimiento digital. Del mismo modo, en el mercado se observan dos enfoques de la venta de contenidos. Aquellos que venden dispositivos y/o servicios (por ejemplo, Apple o Amazon) a partir de contenidos y aquellos para los que los contenidos son el n cleo de su negocio. Para este ltimo grupo, y como coment la Vicepresidente Ejecutiva y Directora de Marketing de NAGRA, Nancy Goldberg, todos tenemos que preservar colectivamente el valor de los contenidos, ya que sin ello los operadores de medios de comunicaci n y entretenimiento tendr n un duro trabajo por delante. En el debate se analizaron las correlaciones entre los distintos tipos de demograf a: los grupos demogr ficos de m s edad son m s lentos en cambiar de canal y menos el sticos que los m s j venes. Esta segmentaci n de la audiencia no es nueva, pero reaccionar ante ella exige flexibilidad de precios, posici n, asociaciones de proveedores de contenidos y comportamiento de consumo.

Como parte de la obtenci n de valor de los contenidos, un factor importante es comprender cada gramo de datos sobre el comportamiento del consumidor. En NAGRA hemos estado explorando esto con cierto detalle. Utilizando tecnolog a de gemelos digitales, IA y algoritmos avanzados, nuestros equipos han creado una soluci n de precios inteligentes dise ada para simular el impacto de los cambios en las suscripciones, las nuevas ofertas o los precios en el gemelo digital de cada suscriptor. La soluci n, que trata de comprender las posibles reacciones en el entorno seguro del gemelo digital antes de su lanzamiento en directo, ha demostrado que ayuda a descubrir no s lo los h bitos de consumo, sino tambi n a obtener beneficios considerables. Esto puede abrir un nuevo mundo de posibilidades y permitir estrategias que antes no eran accesibles. Este enfoque, que constituye una poderosa herramienta para afrontar los retos del mercado actual, permite personalizar las ofertas en funci n de los comportamientos anteriores. De este modo, se ofrece el paquete adecuado al precio adecuado para el abonado adecuado y se pueden simular escenarios empresariales que maximicen la competitividad del operador.

El Papel de la IA

Ya he comentado c mo utilizamos la IA en NAGRA para impulsar nuevos enfoques en la retenci n de abonados. En el evento de Londres tambi n se habl mucho de c mo la IA puede ayudar a nuestra industria a impulsar cambios tangibles en otras reas. Uno de las reas fue la recomendaci n y la personalizaci n. Las herramientas de IA llevan tiempo siendo un arma clave en el arsenal de los operadores de servicios de v deo para ofrecer recomendaciones que ayuden a descubrir contenidos para los abonados, como hace XroadMedia, socio de NAGRA, en el marco de su soluci n OpenTV Video Platform.

Pero vayamos un paso m s all .

Si consideramos la IA como un veh culo para impulsar a n m s el compromiso, podr a extenderse tambi n a la generaci n de im genes en miniatura para contenidos vinculados a un perfil creado por la IA, tal vez derivado de una soluci n de gemelos digitales? Del mismo modo, los nuevos contenidos inmersivos ofrecidos a trav s de auriculares de realidad virtual o de realidad aumentada podr an presentarse de forma diferente mediante un motor de IA que rastree vastos dep sitos de metadatos para extraer los puntos clave que interesan al suscriptor. Por ltimo, podr a la IA dar respuesta a la costosa localizaci n de idiomas y subt tulos mediante traductores sobre la marcha o equivalentes? Aunque en Londres se abordaron algunos de estos temas, est claro que la IA a n ofrece muchas posibilidades.

Nuevos Horizontes

En la conferencia se debati intensamente sobre el futuro. Los nuevos servicios, dise ados para proteger los estilos de vida hiperconectados, deben reunir nuevas asociaciones y tecnolog as y, por supuesto, tambi n se habl del omnipresente metaverso. El objetivo ltimo es que los proveedores de servicios de v deo puedan dirigirse a los integrantes de los hogares y no s lo al hogar. El eje de estos nuevos horizontes gira en torno a una oferta b sica de identidad y monedero electr nico dise ada para devolver al consumidor el control de su identidad. Con ello se pretende evitar las islas de identidad que se producen hoy en d a, ya que nuestras vidas conectadas utilizan aplicaciones para una serie de necesidades que van m s all del entretenimiento, como los viajes, la compra de alimentos y las finanzas. En ltima instancia, es probable
LINK: https://dtv.nagra.com/ctvws-2023-retencion-de-abonados-el-papel-de-la-...
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