BRIEF CASE STUDY COMPETITION AREA: The area for residential customers / Department for marketing TV services and content

Transcription

1 BRIEF CASE STUDY COMPETITION COMPANY: HRVATSKI TELEKOM d.d. COORDINATOR: Eva Juraški AREA: The area for residential customers / Department for marketing TV services and content CATEGORY OF BUSINESS CASE: The user experience NAME OF BUSINESS CASE: TV4YOU How will video and TV content look in the future? DESCRIPTION OF BUSINESS CASE TOPIC: Hrvatski Telekom (HT) is the leader of Croatian telecom market and the largest private investor in Croatia. As a true digital companies we create, acquire and apply the latest knowledge in order to deliver the highest quality service, tailored to their communication needs. So how we see our future? And how we want to achieve it in the next few years? In order to become a leader in the regional market of telecommunications and digital services, we are working intensively on the realization of the strategic guidelines: service quality, customer satisfaction and further development of broadband access and value-added services related to broadband access. International network testing company P3 Communications showed that Hrvatski Telekom has the best quality mobile voice and data services on the test, thus we have achieved the best results in the history of P3 measurements in Croatia. HT now offers a top speed of mobile networks up to 350 Mbit / s, while in Karlovac starts a pilot project where users will be enabled to download up to 550 Mbit /s. This is the first commercial application of the technology of multiple antenna systems, which is the basis of 5G network. Television has become an important part of HT's business and it's been 12 years since the HT launched interactive television that has drastically changed the way people watch favorite sports, movies, documentaries, content, and content for children. nteractive services Snimalica and Video Stores enabled users much easier to use television. Through all the years Stranica 1 od 5

2 HT has continuously invested in exclusive content and develop new functionalities (TV of Yesterday, Recommendation Engine, Red Button, interactive services: weather forecasts, exchange rates...) in order to provide their users with the best viewing experience. Last year, HT has launched a new generation of television: the completely new interface adapted to user needs, personalized recommendations of content, viewing content on multiple screens and in motion, transferring content from the mobile device to the big screen, the image quality using the HEVC codec. But we live in a dynamic world where technology and trends change very quickly and so we want you to come up with your television of the future. We have identified four basic groups (persons) users that need to create your vision of the future of the television. Each of us can be found in one persona, but how will look television of the future: Would we act in films and series along with our favorite actresses and actors? Are we going to unwrap our tablets to the proportions of a large cinema screen or beam content from our cell phone to the neighbor's building at noon? Would all sports fanatics 2022 come into their own and become a "trainer of trainers" controlling the game Croatian national football team from their own living room? Are we going to pay content with Bitconins or our privacy? Task: Design the content of the television of the future, television in the new digital era, to users separated in groups (person), applicable for the period until 2025 a) study: a. Development of television content through the years? b. Development of Internet video through the years? c. What content is designed for users? What is the content preferred by different users? d. Extent to which facilities meet the needs and wishes of different target groups of users? e. According to available data and analyzes, which are the expectation of users - how content on TV would most fit their needs? f. In which way is the development of television? What are they thinking about it today? Who supports? Stranica 2 od 5

3 b) Consider the trends and new possibilities opened up by technological developments with a view to detecting new ways and / or channels that could be developed in the future and which would correspond to the needs of users. a. Examples of technologies: AI (artificial intelligence), IA (intelligence assistance) machine learning, social media communication, video communication, predictive analytics. Note: These examples are for easier understanding of the task but by no means the only, nor obliged to consider and when considering the need to take into account the time period in which we want to implement the proposals - in the next 7 years, ie. by 2025 c) With which content and presentation of content to specific target group of users will be satisfied in the future? What are these communications applications / technologies that could replace and / or supplement the current television content? Example for easier understanding: AI, You Tube channels, etc... As in the previous point, these are examples for easier understanding not only required for analysis d) target group (chronologically): Digital TV is a part of their lives: live exclusive sports activities, movies, series, documentaries, interested them the latest gadgets, superfast Internet access - Internet helps them to life! Aspirers: careful to spend money, looking for the best deals, not overly demanding, like to see the home series and match team - LEARN TO THE INTERNET WHAT SHOULD! laggards: stuck in the past, are not interested in new technologies, would prefer that nothing changes, they like to look at the morning and news programs, programs about health, love to see shows about gardening and growing herbs and programs about cooking. - OFFLINE! Define the way of introducing a new proposal content on TV / a new form of television - project approach (business case) SUPPLEMENTARY INFORMATION: On the Internet you can find articles on the topic of trends in television future. Some of them can help you in creating your solution: Stranica 3 od 5

4 ott-video-production.aspx media buducnosti.html both FORMAT OF SOLUTION: (video, PPT, business model + optional extra tables and charts that are used in the video or in the PPT presentation to Excel, PDF final presentations); recommend using Design Thinking methodology for the final solution to the problem. Required items SOLUTIONS - analysis of general trends and trend analysis of the telecommunications industry and ICT (points a, b, c - page 3 of this document - formulating the solutions according to each of the preset group / person (point d - page 3 of this document) - formulating recommendations for a new solution: the new TV features / new TV and impact analysis of the proposed solution to the business The award criteria: (example criteria, to be adapted case and items solutions) Criteria Grade Contribution to the overall assesment Overall: Integrity solutions-has all the mandatory item solutions % The feasibility of the solution % The overall monetization potential % Overall: Stranica 4 od 5

5 ADITIONAL BENEFITS: estudent Organization of Design Thinking Workshop for the first three winning teams Voucher MAXtv To Go for the top three winning teams - (3 months free of charge) Participation in the organization of the transfer of the sports facilities (eg. Football, basketball or water polo) Visit Data Center Hrvatski Telekom for the first three winning teams Presentation of the winning solutions in Hrvatski Telekom (internal HT meetup "knowledge Thursdays", intended for all employees, where we exchange knowledge and experience within the company, we present new projects, we are introduced to current topics from the economy. Speakers include experts from the Croatian Telecom, DT, but also external guests - lecturers) The possibility of student practice in HT (practice on projects related to digital transformation, be projects, Smart City / Smart Home solutions, the development of 5G network) Stranica 5 od 5

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