Easier authentication

TV Everywhere is essentially authenticated streaming. This requires devices to be authenticated by a qualified user before they can receive a content stream. Until automated biometric authentication becomes pervasive, this step requires some user interaction and usually a pen and pad to transcribe bizarre codes that are generated by the service provider. This process needs to be simplified and streamlined. Instead of code transcription, push-button authentication should be enabled. Platforms from several vendors offer this functionality.

Another possible option could be the use of signaling from a Wi-Fi enabled set-top box to the mobile device. For example, the service provider can first determine that the set-top box is stationary and at the correct address with some basic diagnostics. Then the user would be sent a single-use text message to the mobile device to be authenticated. This message would simply be a link that plugged into the service provider’s mobile app, authenticating the device.

Unified identity plays a role here as well, because authenticating across multiple domains would improve the user experience dramatically. Teresa Mastrangelo, Principal Analyst at Broadbandtrends LLC, wrote of her frustration with the fragmented authentication problem after the Cable Show in 2013. “I must authenticate my access to my Cox TV Connect app to access 90 channels of live TV – but if I want to watch something from HBO, Cinemax or Showtime – I have to access each of those apps separately – same goes for many networks such as ABC, NBC, etc."

Better apps

A large portion of the negative customer sentiment around TV Everywhere is related to the mobile apps. Even if a service provider made the best licensing deals and made all of its content available for streaming outside the home, if the app is crap so is the business.

If CSPs want TV Everywere to take off, they must design better apps, pay for better apps, or use application programming interfaces (APIs) so that better developers can leverage their networks and content to create better apps. Mobile streaming video apps must be highly efficient, and cannot hog resources because this reduces battery life and results in a poor quality of experience (QoE). Some devices, particularly on the lower-end of the spectrum, simply crash under the burden of a poorly designed app. The coding must be lightweight and tested on new devices regularly. Devices that are known to perform poorly should be flagged as “not compatible” in the app stores until a fix is available.

Better content deals

This element is probably outside of the scope of this article, which is primarily based in operations, but on the business side of the house, CSPs simply need to bargain for better authenticated streaming deals, and sign up more content networks. There are vendors with experience in premium content monetization that can help in this regard.

In lieu of better deals, better transparency is in order. When a service provider announces dozens of live streaming channels for mobile users, but only a handful are available for streaming outside the home, it’s bound to produce a negative customer experience. Burying important facts about service in fine print is not the right tactic in this day and age of customer experience management (CEM).