Although we observe a trend towards concentration among MVPDs, the advent of a new one should attract our attention. Cord-cutting might not be inevitable.
Layer3 TV is a new cable operator based in Denver (Colorado). Proclaiming itself "The New Cable", it has launched in the Chicago, Los Angeles, Dallas and Washington, D.C. and Denver DMAs; it is soon to be in New York as well. Layer3 TV wants to attract households "tired of old cable", cord-cutters. Among the investors in Layer3 are SeaChange, Altice USA (inherited from Suddenlink).
For $89 / month, Layer3 uses only 4K-capable boxes (boxes include a DVR). A very big and less expensive bundle (over 250 channels), with a promise for better customer service.
"Enjoy TV EveryWhere": with TV EveryWhere enabled, subscribers using their TVE credentials can access many channels, such as A&E, ABC, AMC, BBC America, CBS Sports Network, CMT, CNBC, Comedy Central, Discovery, ESPN, Fox, Fox News, Fox Sports, HBO Go, HGTV, Epix, Hallmark Drama, History, Insight TV, Lifetime, MTV, National Geographic, Nasa TV (4K version), NBC, Nickelodeon, Syfy, Telemundo, Tennis Channel, The Smithsonian Channel (4K version), etc. Layer3 TV also includes Xumo in its set-top box, along with Pandora, iHeart, YouTube apps, and Shop by Remote, an interactive TV app from HSN.
Some say that Layer3 TV might be the number 4 MVPD, with 13 million subscribers. It remains to be verified! Layer3 TV seems to primarily target high-end subscribers: the box, designed by DesignWorks (a BMW company!), integrates Alexa (amazon) for voice control and incorporates social and music streaming media as well.
Layer3 TV management hopes subscribers will switch TV providers. And what about virtual MVPD?
In December 2017, T-Mobile has acquired Layer3 TV ($325 million) and says it "is coming to TV with Layer3 TV technology" (cf. infra, screenshot of the website). Will T-Mobile offer OTT services and "change the cable & satellite TV game for good"?
1 commentaire:
La promesse marketing de Layer3 : de qualité (technologie 4K), d'une offre large regroupant les principaux networks associée aux plateformes (Pandora, YouTube...) paraît alléchante ! Elle permet à la marque de cibler les cord-cutters même si le prix de $89 par mois reste élevé comparé aux prix de Netflix, Amazon, Hulu même réunis.
En tout cas, miser sur de nouveau services (n'oublions pas l'intégration d'Alexa) semble être une stratégie possible pour démarcher les cordes-cutters !
Il n'en reste que la pratique du bunddling n'est pas bien nouvelle. Dommage que l'utilisateur ne puisse pas moduler lui même son tarif en fonction du nombre de chaîne qu'il choisit d'inclure. Il pourrait ainsi se concocter une offre ultra-spécifique et agréger le national et le local à sa guise.
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