User Experience Strategies高级HMI战略

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Author: Kevin Nolan
Co Author: Diane O'Neill
Publication Date: 12月 08 2015
Pages: 78
Report Type: Report, Word



UX Device Benchmark of OTT ‘À la carte’ TV Service: Sling TV

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Report Summary:

In the ever-evolving TV space, over the top (OTT) ‘à la carte’ TV channels such as HBO Now, CBS All Access, Showtime (streaming)) and/or services such as Sony Vue TV and Sling TV present a new threat to pay TV. Providing a video on demand service via the internet, subscribers can simply pay for channels they want to watch instead of being required to pay for several channels they do not watch similar to cable/satellite TV subscriptions. Services such as Sling TV, offer a cheaper alternative to watch live TV, the ability to choose which packages to add on, no contract (cancel at any time), no installation or set up fees and the ability to watch on demand, on any device. Initial consumer reactions which suggest improvements such as increasing channel availability (in addition to local channels), providing consistent functionality for all channels regardless of live broadcast and offering users full customization of bundled channels for a slightly more expensive price making the service truly ‘à la carte’, will make this service a truly credible threat to cable/satellite TV.
Table of Contents

1.       Executive Summary

2.       Introduction

3.       OTT ‘À la carte’ TV: Awareness & Current Subscriptions

4.       OTT ‘À la carte’ TV: Initial Interest & Expectations

4.1     Initial Interest4.1.1       OTT ‘À la carte’ TV Overall4.1.2       Individual vs. Bundled Channels4.2     Initial Expectations

5.       Sling TV

5.1     Awareness & Initial Impressions5.2     Setup Process5.3     ‘Best of Live TV’ Package5.4     Add-on Packages5.5     Compatible Devices5.6     7-day Free Trial & Incentive Deals5.7     UI & Navigation (Roku 3)5.8     TV5.9     ‘Replay’ Feature5.10   Movies 5.11   ‘Watchlist’ Feature5.12   Sling TV Tablet App (Android)5.13   Overall Subscription Consideration

6.       OTT ‘À la carte’ TV: Overall Thoughts

6.1     Subscription Consideration6.1.1       Pre-bundled vs. Customized Packages6.2     Likes/Dislikes & Concerns6.3     Comparisons to Cable/Satellite TV and OTT SVOD6.4     Expectations

7.       Conclusion

8.       Analyst Contacts

9.       Appendix: Participant Profiles (In-home Interviews & Focus Groups)


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