How Can ShowMax Compete in a Netflix World?
My fascination with the online streaming space started in ‘07 when I pitched an idea for PVR Podcasting to Multichoice. The big idea at the time was to dedicate a satellite channel to dynamic content. The basic flow being:
- Browse a website and subscribe to content.
- Selected content aired in a loop on the dedicated high-speed channel.
- A user’s PVR would record content for playback at normal speed.
Today, some 10 years later, we have decent bandwidth, unlimited packages and streaming HD content over the average ADSL connection is the norm. As a result, many have tried their hands at launching an online streaming service. The two front-runners being Nasper’s ShowMax and the global behemoth Netflix.
I cancelled my ShowMax subscription the night Netflix launched in South Africa. The cost, stream quality, app selection and content made it a obvious choice for my family and I. We’ve also recently cancelled our DSTV account for the umpteenth time. I think we may have finally cut our dependence on having DSTV at the end of a remote control.
I like to play the what-if game. “What it I ran ShowMax?” How could I possibly compete in a Netflix world?
Great selection of content, check. Web, Android and iOS apps, check. An affordable and constant price, check. The basics are there and are solid. Solid basics won’t convince South African consumers thou.
Given the task, my approach would be to look at ShowMax as a platform and not as a collection of content. The ShowMax platform would be made up of two components; 1 delivery and 2 aggregation.
- Delivery. I would open source the current applications and launch a developer friendly API layer. “Want to build the next best content app? We have the APIs, components, documentation and support for you.”
- Aggregation. Besides the current licensed content, I would open the platform to any content source. Build the tools that will enable any content producer to create and manage their own ShowMax.
Imagine businesses, schools, churches, neighbourhoods and sporting clubs being able to curate, produce, distribute and sell content.
Example 1. We are proud Crawford parents. The Crawford / ShowMax app is our way to watch the latest announcements, sporting highlights and student productions from the school.
Example 2. I started my IT career at FNB. Imagine every employee being able to watch training videos, announcements, interviews and new product launches on the FNB / ShowMax app.
Example 3. Sam, a horror fan, launches the “Are You Scared Yet” fan-site. Users can watch Sam’s favourite horror movies, listen to his reviews, related podcasts and chat with members of the community.
A world of relavant content becomes available to every ShowMax subscriber.