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OTT Has Come Down from the Clouds: Challenges and Rewards of Adding OTT TV to an Existing TV Service

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This paper is about the challenges and rewards of adding Over-the-Top (OTT) TV to an existing TV service in the context of converging User eXperience (UX).
We focus on the real world, looking at what people are actually doing. This is not yet another catalogue of the equipment and platforms out there in the world of OTT. We will look at one pre-integrated solution that is starting to deliver on the promise of OTT.
Our story is structured around the quotes of a few people actually doing it today. UX is a broad concept capturing the whole of the user’s journey from initial acquisition, through calls to customer service, and churn. It is a superset of Quality of Experience (QoE), typically restricted to the quality of one aspect of a service, such as the visual impairments of the video stream.UX has already started to slowly converge across different operator networks (IPTV, Cable, Satellite), and at the same time expanded to embrace multiple device types. As other technology issues with OTT are resolved, including streaming and content security, the main stumbling blocks remain the UX and the business models – or lack thereof...

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