While ONTAPtv.com's VOD service gives consumers attractive content at a good price that can be enjoyed in a flexible way, it also takes into account South Africa's broadband challenges as Ontaptv.com is the first Video on Demand (VOD) service that allows users to download their content and then watch it off line when it suits them.
Asked why the service chose to launch in South Africa first, Mark van den Bergh, Director, ONTAPtv.com explains that the timing has to do with how society's viewing behaviour has changed. "Viewing behaviour is driven by smartphone and tablet adoption and this has changed how content is absorbed and we understand this. For many people intuitive viewing is taking place on their mobile."
He emphasised that while this may be the company's first foray into a consumer model, but that it undertook a lot of preparation; 15 years, in fact, of understanding the direct to home model.
He says South Africa was selected as the launch market because of a number of factors. "It is a market we understand, it presents great opportunities and we have a license." He adds that at the same time the company is not approaching the country as a test market.
Given the complexities of the South African market, we believe that if we achieve success in this, a metered market (in terms of broadband), then we are confident that we can succeed in other markets, taking local nuances into account. This is a model that must travel.
Launched in Johannesburg by which is part of HKT, an integrated telecommunications operator in Hong Kong, via its international operating division, PCCW Global, ONTAPtv.com is focused on content, pricing and ease of use. "All three have to be present for the model to work," says Lindsay Servian, Head of ONTAPtc.com. He is confident that this recipe sees the service's success in the country. "We want to democratise content to the broader South African public."
How they plan to do this is by virtue of the fact that the model allows you to download content which you can then watch later off-line. "This gives the consumer control - control over when to download, for example when he is on cheap or free WIFi, and the control over when to watch, for example later with his friends."
While the service is mainly for content to be viewed on smartphones and tablets, users can watch on their televisions. "The system gives the choice of a high resolution download for viewing on television."
The content cannot be view on MAC or laptops.
It also features an online chat service and advanced search. The search option allows for you to search for everything from genres to names to mood, for example dry humour. It also has a recommended section for you.
Payment options include credit cards, debit and check cards. "We purposely kept the number of clicks down for the payment option. Ease of use is a primary element of the model and this extends from content searching and downloading to payments.
"This is a tough market for on demand so succeeding here is a test but we have a long timeline to determine that and we are not holding a stopwatch to the team. We will invest in the product as we go forward," says van den Bergh.
"There are 55 million people with 18 million smartphones, although that number keeps increasing. Most people have not had the means to experience VoD. We are giving them that chance."
The ONTAPtv.com app is free to download through Google Play and iOS app stores. ONTAPtv.com can be accessed through your computer browser through any data provider. Various packages are available and range from family package to movie packages. Content ranges from SABC local line ups to international series and movies.
