KOLKATA: Bharti Airtel<\/a>’s aggressive $500-million bid to grab digital media rights of the Indian Premier League (IPL<\/a>) cricket tournament signals the market leader’s intent to take on 4G newcomer Reliance Jio<\/a> Infocomm on the content and digital services front, industry<\/a> experts said. Bharti Airtel的出价是令人惊讶的,显示了它的方法对访问内容改变了Jio发射后,美林(Bank of America Merrill Lynch)在一份报告中称等。 加尔各答:Bharti Airtel的激进的5亿美元收购获取数字媒体权利的印度板球超级联赛(IPL市场领导者的意图)板球比赛信号4 g的新人依赖JioInfocomm在内容和数字服务方面,行业专家说。
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“Bharti’s bid was surprising and shows its approach towards accessing content has changed post Jio<\/a>’s launch,” Bank of America Merrill Lynch<\/a> said in a note seen by ET.
\n
\nJio had bid $475 million for IPL digital rights.
\n
\nRajiv Sharma, director and telecoms analyst at HSBC, said Airtel’s move suggested that mobile operators would now start to invest in digital content. He expects big telcos to be more serious about content “once the market has consolidated and 4G penetration exceeds 40%, which may be 12 months away”.
\n
\nSharma said Airtel’s willingness to match Jio in the race for digital content “may help it benefit from any sector consolidation in the medium term”.
\n
\nCompared with Jio’s diversified content strategy, Airtel’s initiatives on the over-the-top (OTT) front were so far largely focused on sprucing up its music streaming app Wynk. The bid for the IPL property reflects a huge step up in its content play.
\n
\nA leading industry executive said Airtel is clearly looking to monetise content in addition to access services to emerge as a full-fledged digital services provider, especially in response to Jio’s aggressive approach towards acquiring content.
\n
\n“Revenue growth from access services, typically, tends to plateau and eventually drops after a particular level of penetration, which is why telcos the world over are increasingly looking at content and digital services to prise open new revenue streams,” the executive said.
\n
\nBharti Airtel and Reliance Jio did not reply to ET’s emailed queries as of press time Tuesday.
\n
\nAn analyst at a global brokerage noted that Jio is the only telco whose over-the-top (OTT) offerings — JioTV and JioCinema — were among the top 10 video streaming apps in terms of monthly usage during the January-June 2017 period.
\n
With Jio’s content a major selling point for the low-cost 4G VoLTE<\/a> feature phone launched by Reliance Industries, Airtel has no choice but to make a strong content play for what could be crucial for customer attraction and stickiness, experts said.
\n
\nBut it could have its pitfalls as well.
\n
\nBankAm-Merrill Lynch suggested Bharti’s aggressive approach towards content acquisition could “add incremental risks of higher content payments in future, which could pressurise its balance sheet”.
\n
\nAn analyst at a foreign brokerage said Airtel’s IPL bid could be a one-off as this property was about exclusivity and could be easier to monetise compared with generic digital content, which is difficult to make money off in a market like India.
\n
\nThe analyst, who declined to be named, said there is no established business model in India for monetising digital content, which is seldom exclusive, and rampant piracy only made matters more challenging.<\/p><\/body>","next_sibling":[{"msid":60385413,"title":"Govt gives 80 high-end Google Pixel phones to top officials","entity_type":"ARTICLE","link":"\/news\/govt-gives-80-high-end-google-pixel-phones-to-top-officials\/60385413","category_name":null,"category_name_seo":"telecomnews"}],"related_content":[],"msid":60385584,"entity_type":"ARTICLE","title":"Bharti Airtel's $500-million IPL bid signals strong content play","synopsis":"Bharti Airtel\u2019s bid was surprising and shows its approach towards accessing content has changed post Jio\u2019s launch, Bank of America Merrill Lynch said in a note seen by ET.","titleseo":"telecomnews\/bharti-airtels-500-million-ipl-bid-signals-strong-content-play","status":"ACTIVE","authors":[{"author_name":"Kalyan Parbat","author_link":"\/author\/4437\/kalyan-parbat","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/4437.cms?width=100&height=100","author_additional":{"thumbsize":true,"msid":4437,"author_name":"Kalyan Parbat","author_seo_name":"kalyan-parbat","designation":"Assistant Telecom Editor at the Level of Senior Assistant Editor","agency":false}}],"Alttitle":{"minfo":""},"artag":"ET Bureau","artdate":"2017-09-06 08:23:22","lastupd":"2017-09-06 08:45:12","breadcrumbTags":["IPL digital media rights","ipl","bharti airtel","Reliance Jio Infocomm Limited","bank of america merrill lynch","Merrill Lynch","reliance jio","Jio","4G VoLTE","Industry"],"secinfo":{"seolocation":"telecomnews\/bharti-airtels-500-million-ipl-bid-signals-strong-content-play"}}" data-authors="[" kalyan parbat"]" data-category-name="" data-category_id="" data-date="2017-09-06" data-index="article_1">
Bharti Airtel的IPL出价5亿美元信号很强的内容
“Bharti的出价是令人惊讶的,显示了它的方法对访问内容发生了变化Jio的发射。”美国银行美林(Merrill Lynch)在一份报告中称等。
IPL数字版权Jio出价4.75亿美元。
汇丰银行和电信分析师主任Rajiv Sharma称Airtel的举动表明,移动运营商现在将开始投资于数字内容。他预计大型电信公司更重视内容”一旦市场巩固和4 g普及率超过40%,这可能是12个月”。
Sharma说Airtel愿意匹配Jio在数字内容”可以帮助它受益于任何部门整合在中期”。
与Jio多元化内容策略相比,Airtel的言过其实的举措(OTT)前到目前为止主要集中在其音乐流媒体应用Wynk打扮。申办IPL属性反映了一个巨大的进步在其内容。
领先业内高管表示Airtel显然是寻求套现内容除了访问服务成为一个成熟的数字服务提供者,尤其是在应对Jio咄咄逼人的方法获取内容。
“从访问服务收入增长,通常情况下,倾向于高原下降并最终在一个特定水平的渗透,这就是为什么世界各地的电信公司正越来越多地从内容和数字服务撬开新的收入来源,”这位高管表示。
Bharti Airtel和信实Jio没有回复等周二的新闻时间的邮件查询。
全球经纪公司分析师指出,Jio是唯一的电信的言过其实的(OTT)产品——JioTV和JioCinema——在前十位的视频流应用的每月使用2017年上半年期间。
与Jio内容为低成本的一个主要卖点4 g回功能手机发起信实工业Airtel别无选择,只能使一个强大的内容为对客户的吸引力和粘性可能是至关重要的,专家说。
但它也会有它的缺陷。
BankAm-Merrill林奇说,Bharti的积极内容采集方法可以“添加增量风险更高的内容支付在未来,这可能使增压资产负债表”。
外国券商分析师表示,Airtel的IPL出价可以一次性为这个属性是排他性,可能更容易货币化与通用的数字内容相比,这是很难赚到钱在印度这样的市场。
谁不愿透露姓名的分析师表示,没有建立业务模型在印度货币化数字内容,很少独家,猖獗的盗版只会让问题更有挑战性。
KOLKATA: Bharti Airtel<\/a>’s aggressive $500-million bid to grab digital media rights of the Indian Premier League (IPL<\/a>) cricket tournament signals the market leader’s intent to take on 4G newcomer Reliance Jio<\/a> Infocomm on the content and digital services front, industry<\/a> experts said.
\n
“Bharti’s bid was surprising and shows its approach towards accessing content has changed post Jio<\/a>’s launch,” Bank of America Merrill Lynch<\/a> said in a note seen by ET.
\n
\nJio had bid $475 million for IPL digital rights.
\n
\nRajiv Sharma, director and telecoms analyst at HSBC, said Airtel’s move suggested that mobile operators would now start to invest in digital content. He expects big telcos to be more serious about content “once the market has consolidated and 4G penetration exceeds 40%, which may be 12 months away”.
\n
\nSharma said Airtel’s willingness to match Jio in the race for digital content “may help it benefit from any sector consolidation in the medium term”.
\n
\nCompared with Jio’s diversified content strategy, Airtel’s initiatives on the over-the-top (OTT) front were so far largely focused on sprucing up its music streaming app Wynk. The bid for the IPL property reflects a huge step up in its content play.
\n
\nA leading industry executive said Airtel is clearly looking to monetise content in addition to access services to emerge as a full-fledged digital services provider, especially in response to Jio’s aggressive approach towards acquiring content.
\n
\n“Revenue growth from access services, typically, tends to plateau and eventually drops after a particular level of penetration, which is why telcos the world over are increasingly looking at content and digital services to prise open new revenue streams,” the executive said.
\n
\nBharti Airtel and Reliance Jio did not reply to ET’s emailed queries as of press time Tuesday.
\n
\nAn analyst at a global brokerage noted that Jio is the only telco whose over-the-top (OTT) offerings — JioTV and JioCinema — were among the top 10 video streaming apps in terms of monthly usage during the January-June 2017 period.
\n
With Jio’s content a major selling point for the low-cost 4G VoLTE<\/a> feature phone launched by Reliance Industries, Airtel has no choice but to make a strong content play for what could be crucial for customer attraction and stickiness, experts said.
\n
\nBut it could have its pitfalls as well.
\n
\nBankAm-Merrill Lynch suggested Bharti’s aggressive approach towards content acquisition could “add incremental risks of higher content payments in future, which could pressurise its balance sheet”.
\n
\nAn analyst at a foreign brokerage said Airtel’s IPL bid could be a one-off as this property was about exclusivity and could be easier to monetise compared with generic digital content, which is difficult to make money off in a market like India.
\n
\nThe analyst, who declined to be named, said there is no established business model in India for monetising digital content, which is seldom exclusive, and rampant piracy only made matters more challenging.<\/p><\/body>","next_sibling":[{"msid":60385413,"title":"Govt gives 80 high-end Google Pixel phones to top officials","entity_type":"ARTICLE","link":"\/news\/govt-gives-80-high-end-google-pixel-phones-to-top-officials\/60385413","category_name":null,"category_name_seo":"telecomnews"}],"related_content":[],"msid":60385584,"entity_type":"ARTICLE","title":"Bharti Airtel's $500-million IPL bid signals strong content play","synopsis":"Bharti Airtel\u2019s bid was surprising and shows its approach towards accessing content has changed post Jio\u2019s launch, Bank of America Merrill Lynch said in a note seen by ET.","titleseo":"telecomnews\/bharti-airtels-500-million-ipl-bid-signals-strong-content-play","status":"ACTIVE","authors":[{"author_name":"Kalyan Parbat","author_link":"\/author\/4437\/kalyan-parbat","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/4437.cms?width=100&height=100","author_additional":{"thumbsize":true,"msid":4437,"author_name":"Kalyan Parbat","author_seo_name":"kalyan-parbat","designation":"Assistant Telecom Editor at the Level of Senior Assistant Editor","agency":false}}],"Alttitle":{"minfo":""},"artag":"ET Bureau","artdate":"2017-09-06 08:23:22","lastupd":"2017-09-06 08:45:12","breadcrumbTags":["IPL digital media rights","ipl","bharti airtel","Reliance Jio Infocomm Limited","bank of america merrill lynch","Merrill Lynch","reliance jio","Jio","4G VoLTE","Industry"],"secinfo":{"seolocation":"telecomnews\/bharti-airtels-500-million-ipl-bid-signals-strong-content-play"}}" data-news_link="//www.iser-br.com/news/bharti-airtels-500-million-ipl-bid-signals-strong-content-play/60385584">
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