India's top direct-to-home (DTH<\/a>) television company, Tata Play<\/a>, is planning to voluntarily downgrade the subscription plans<\/a> of almost half of its subscribers. 此举,第一个由任何分销平台运营商,将导致每月储蓄₹30 - 100的订户,而进一步减少公司的每用户平均收入(ARPU)。然而,塔塔认为,考虑到经济状况和生产付费电视行业见证了在过去的两年里由于关税新秩序的实现(旅游),这一决定将有助于留住用户。 印度顶尖direct-to-home (潜电视公司,塔塔玩计划主动下调订阅计划几乎有一半的用户。
The move, the first by any distribution platform operator, will result in monthly savings of ₹30-100 for subscribers, while further reducing the company's average revenue per user (ARPU). However, Tata Play believes that given the state of the economy and churn the pay-TV industry had witnessed in the last two years due to the implementation of the new tariff order (NTO), this decision would help it retain subscribers.
Tata Play, formerly Tata Sky<\/a>, claims to have 19 million active subscribers.
\"Lot of our subscribers are being erratic in their recharges. Some are only recharging when they have compelling content. Earlier, we had more people upsizing and less downsizing their plans, now it's the opposite,\" managing director Harit Nagpal told ET. \"So, after looking at all the data, we have identified that it's time to take some right measures to help our subscribers.\"
![\"\"](\"\/\/www.iser-br.com\/Themes\/Release\/images\/responsive\/ettelecom-default.jpg\")
Starting Saturday, many Tata Play subscribers will start receiving messages from the company in batches, informing them about dropping certain channels or bouquets from their monthly packs and the overall savings. The subscribers, who wish to reinstate the packs, can do so via its app.
\"We are not doing this randomly; it will be based on customer's usage and only the channels\/ bouquets they don't consume will be dropped,\" Nagpal, also its chief executive, said.
Incidentally, over the last two months, Tata Play's call centre has almost stopped making outbound calls to upsell plans.
\"Earlier, out of every 100 plan changes, 70% used to upgrade, while only 30% of subscribers used to call to downgrade the plans. In the last two months, the number has reversed,\" Nagpal said.
Cable and DTH companies have been witnessing serious churn over the last two years, with almost over 1% of their subscriber base disconnecting every month. While on the top end, users are moving for OTT subscriptions<\/a>, the lower end subscribers are opting for DD FreeDish, the free-to-air platform of the government's Prasar Bharati.
\"Customers, who can afford pay TV, are not excited about just linear TV anymore. They want TV+OTT, which is where Tata Play and Airtel can still retain subscribers with bundled offerings. But it's a carnage for traditional platforms,\" said a senior distribution industry executive.
\"DD Free Dish has reached almost 50 million users, from 20-25 million prior to the NTO.\"
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塔塔发挥下调50%每月包茎生产
此举,第一个由任何分销平台运营商,将导致每月储蓄₹30 - 100的订户,而进一步减少公司的每用户平均收入(ARPU)。然而,塔塔认为,考虑到经济状况和生产付费电视行业见证了在过去的两年里由于关税新秩序的实现(旅游),这一决定将有助于留住用户。
塔塔玩,以前塔塔的天空,声称有1900万活跃用户。
从周六开始,许多塔塔玩用户将开始从公司批次接收消息,通知他们关于放弃某些渠道或花束从每月包和总体储蓄。的用户,希望恢复包,可以通过其应用。
“我们不是这样做随机;会根据客户的使用情况,只有渠道/花束他们不消耗将会下降,”Nagpal,其首席执行官,说。
顺便说一下,在过去的两个月,塔塔的呼叫中心已经几乎停止进行出站调用向上促销计划。
“前,每100计划改变,70%用于升级,而只有30%的用户用来调用下调计划。在最后两个月,已经逆转,”Nagpal说。
有线电视和潜孔公司已经看到严重的生产在过去的两年里,几乎超过1%的用户数量每个月断开。在高端市场,用户对移动奥特订阅,DD FreeDish低端用户选择,政府的免费平台Prasar巴拉蒂。
”客户,他可以付费电视,不是兴奋只是线性的电视了。他们想要电视+奥特,这是塔塔玩和Airtel仍然可以保留用户捆绑产品。但这是一个大屠杀对传统平台,”分销行业高管说。
“DD免费菜量已经几乎达到5000万用户,而前20 - 25百万。”
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India's top direct-to-home (DTH<\/a>) television company, Tata Play<\/a>, is planning to voluntarily downgrade the subscription plans<\/a> of almost half of its subscribers.
The move, the first by any distribution platform operator, will result in monthly savings of ₹30-100 for subscribers, while further reducing the company's average revenue per user (ARPU). However, Tata Play believes that given the state of the economy and churn the pay-TV industry had witnessed in the last two years due to the implementation of the new tariff order (NTO), this decision would help it retain subscribers.
Tata Play, formerly Tata Sky<\/a>, claims to have 19 million active subscribers.
\"Lot of our subscribers are being erratic in their recharges. Some are only recharging when they have compelling content. Earlier, we had more people upsizing and less downsizing their plans, now it's the opposite,\" managing director Harit Nagpal told ET. \"So, after looking at all the data, we have identified that it's time to take some right measures to help our subscribers.\"
Starting Saturday, many Tata Play subscribers will start receiving messages from the company in batches, informing them about dropping certain channels or bouquets from their monthly packs and the overall savings. The subscribers, who wish to reinstate the packs, can do so via its app.
\"We are not doing this randomly; it will be based on customer's usage and only the channels\/ bouquets they don't consume will be dropped,\" Nagpal, also its chief executive, said.
Incidentally, over the last two months, Tata Play's call centre has almost stopped making outbound calls to upsell plans.
\"Earlier, out of every 100 plan changes, 70% used to upgrade, while only 30% of subscribers used to call to downgrade the plans. In the last two months, the number has reversed,\" Nagpal said.
Cable and DTH companies have been witnessing serious churn over the last two years, with almost over 1% of their subscriber base disconnecting every month. While on the top end, users are moving for OTT subscriptions<\/a>, the lower end subscribers are opting for DD FreeDish, the free-to-air platform of the government's Prasar Bharati.
\"Customers, who can afford pay TV, are not excited about just linear TV anymore. They want TV+OTT, which is where Tata Play and Airtel can still retain subscribers with bundled offerings. But it's a carnage for traditional platforms,\" said a senior distribution industry executive.
\"DD Free Dish has reached almost 50 million users, from 20-25 million prior to the NTO.\"
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