Launch of Exaring s OTT Live TV-App waipu.tv veed snapshot October 2016
Product overview: The newly launched waipu.tv-product is an OTT Live TV service with npvr and access to 52 channels Strategic Rationale Proposition: Live TV service that let you watch, record and pause TV shows in-home and out-of-home on your smartphone or TV (via chromecast) all only with one app Sales positioning: Apart from direct online sales, waipu.tv cooperates with mobile service provider Mobilcom (part of the Freenet) to reach a broader customer base: Mobilcom offers an additional subscription model for waipu.tv to its customers with 24 months contract duration and a small discount Offering Details Packaging: Apart from a free package, waipu.tv offers two paid packages: Comfort for 4,99 /month and Perfect for 14,99 /month. Package Comfort can be upgraded with an HD option (5,00 ), a mobile option (5,00 ) as well as additional npvr storage capacity (2,00 for 10 hours/ 5,00 for 50 hours/ 9,00 for 100 hours). Contracts can be terminated monthly Features: npvr (both SD & HD channels), swipe-to-tv, pause, concurrent streaming on up to 4 devices, out-of-home option, multi-stream, no start-over, 24 of 52 channels can only be viewed within a registered home network (only Comfort package) Devices: Currently limited to an ios/android smartphone app and cast via chromecast and AppleTV 1) 1) AirPlay currently not promoted, however, tests showed full functionality veed snapshot waipu.tv Launch 2016 1
Packaging insight: waipu.tv, Zattoo and MagineTV differentiate themselves regarding their portfolios and device ecosystems waipu.tv packaging structure 1) Device ecosystem 10 hrs npvr 2,00 HD Option 5,00 50 hrs npvr 5,00 Comfort 100 hrs npvr 9,00 Mobil Option 5,00 52 SD Channel I npvr (10 hours)i Timeshift I 4,99 Free 26 SD Channel I 0,00 Market standard freemium model Perfect 52 SD Channel (thereof 18 HD Channel) I npvr (50 hours) I Timeshift I Mobile Option I Multi-Stream I 14,99 Tiered packaging approach with a small ( Comfort ) and large ( Perfect ) package Flexible upsell packages for npvr, HD and mobile options Streaming client Phone Tablet Smart TV Cast Gaming console For the launch waipu.tv focuses on mobile apps Access to the big screen is currently only possible through the chromecast and AppleTV 2) 1) Mobilcom offers an additional subscription model, where Comfort costs 9,99 (1 months) vs. 7,99 (24 months) and Perfect costs 14,99 (1 months) and 12,99 (24 months) 2) AirPlay currently not promoted, however, tests showed full functionality veed snapshot waipu.tv Launch 2016 2
Content insight: Channel analysis indicates that waipu.tv offers a slightly limited channel variety and fewer HD channels than its competitors HD Channel Availability 1 Top 25 Channel Availability 2 52 channels 42 channels 18 HD channels 31 HD channels 74 channels 36 HD channels waipu.tv offers HD channels as part of their Perfect package (35% of all channels are available in HD) Compared to its direct competitors Zattoo and Magine TV, waipu.tv offers only 58% and 50% of Zattoo s resp. Magine s HD channel portfolio Channel Market share, % ZDF 13,3 SD & HD SD & HD SD & HD ARD Das Erste 13,1 SD & HD SD & HD SD & HD ARD-Dritte 12,0 SD & HD SD & HD SD & HD RTL 9,0 SD SD SD Sat.1 7,1 SD SD SD VOX 5,0 SD SD SD ProSieben 4,7 SD SD SD kabel eins 3,8 SD SD SD RTL II 3,4 SD SD SD ZDFneo 2,3 SD & HD SD & HD SD & HD SUPER RTL 1,6 SD SD SD SAT.1 Gold 1,5 SD SD SD Nachrichten TV 1,4 SD SD SD RTL Nitro 1,3 SD SD SD 3SAT 1,1 SD & HD SD & HD SD & HD Kika 1,1 SD & HD SD & HD SD & HD Phoenix 1,1 SD & HD SD & HD SD & HD ZDFinfo 1,1 SD & HD SD & HD SD & HD Arte 1,0 SD & HD SD & HD SD & HD DMAX 1,0 SD SD & HD SD & HD Tele 5 0,9 SD SD & HD SD & HD Sixx 0,8 SD SD SD SPORT1 0,8 SD SD & HD SD & HD ProSieben MAXX 0,6 SD SD SD Eurosport 0,6 SD SD SD Total 89,6% 89,6% 89,6% 89,6% 1) HD & SD channels are counted as separate channels; as of October 16; 2) Top 25 channels based on market share, Source: AGF in cooperation with GfK; TV Scope 6.1, 01.07.16-31.07.16 veed snapshot waipu.tv Launch 2016 3
Feature insight: The feature comparison shows that the npvr feature of waipu.tv clearly is its current core unique selling proposition. Features in Smartphone App Linear Shift Recommendations Individualization Search Multi-User User Interface Catch-up no yes yes npvr yes no no Personalized Recommendations no no no Editorial Recommendations yes yes no Most Watched/Popular Based on Data no yes yes Favorites no yes yes Reminder no yes no Channel Sorting no yes yes Search Option no yes yes Voice Search no no no Concurrent Stream up to 4 up to 5 up to 2 Max. Devices up to 4 no limitations up to 5 Ease of Joy/Use Feature Insight waipu.tv s USP is the npvr feature: No restriction in recording content from the EPG FFWD and REW both possible (only in landscape mode) Play-back only possible in the pre-set home wifi network veed snapshot waipu.tv Launch 2016 4
Summary & Outlook Summary: waipu.tv is offering a state-of-the-art OTT linear product The content offering covers the relevant channels in Germany, but is missing pay-tv channels waipu.tv is the first OTT service to offer a npvr, with smart upsell packages offering additional storage hours Missing catch-up implementation and the limitation to mobile apps and casting puts them behind its competitors Outlook: A larger device ecosystem, channel sorting options, up to 100 channels, integration of PayTV channels, videos in UHD/4K/8K are planned according to waipu.tv Being part of the freenet cooperation will help to accelerate subscriber uptake especially through joint freenet/mobilcom marketing activities as already in place with Mobilcom bundles If you would like to discuss the developments in the OTT market, please get in touch with: Dr. Bernd Riefler Chief Marketing Officer veed analytics +49 151 58243355 bri@veed-anlytics.com www.veed-analytics.com veed snapshot waipu.tv Launch 2016 5
Snapshot: User Experience veed snapshot waipu.tv Launch 2016 6
Screenshots (1/4) EPG Recommendations Timeshift & npvr Device: Apple IPhone veed snapshot waipu.tv Launch 2016 7
Screenshots (2/4) npvr npvr Account Information Device: Apple IPhone veed snapshot waipu.tv Launch 2016 8
Screenshots (3/4) npvr in-home npvr out-of-home Home network registration Device: Apple IPhone veed snapshot waipu.tv Launch 2016 9
Screenshots (4/4) Swipe-to-TV Connect to TV Swipe-back-to-Smartphone Device: Apple IPhone veed snapshot waipu.tv Launch 2016 10