Currently, anyone can access multiple entertainment platforms and consume a large amount of content. This fact allows us to have a broad cultural background based on our experience and share our opinions and recommendations with other regular content consumers. At this point, the question that arises for us as operators is: “If I am a regular consumer of content and I am up to date with movies and series, why should I leave the content management of my fleet in the hands of an external company? ”. Very easy. The content management of entertainment platforms must be carried out taking into account 3 key points: Knowledge of needs, audience data and objectivity.
When we start a business or embark on a new entrepreneurial journey, we tend to fall into certain very common mistakes in order to cushion the impact if we do not obtain the desired profitability. The truth is that this "cautious" mentality, taking into account the fierce competition that exists in the bus sector, slows us down when it comes to growing. Taking into account that currently having an entertainment system is a luxury and a differentiating factor from our competition, the reality is that this will end up becoming a necessary quality standard to have a place in the market. We must also keep in mind how your passengers consume the content (From the mobile, screens in the seats, central screens, etc.) to enhance it. At Azimut, from our experience , we know which are the most used ways to access content and which will improve the satisfaction of your passengers. Therefore, it will depend on the first impression that a passenger has regarding your entertainment service. When it comes to fidelity, there are no second chances.
For all the reasons seen so far, we must make the most of every action we carry out with our entertainment system. Let's put ourselves in situation. Imagine that you are going to include the successful entertainment system in your fleet to differentiate yourself from other operators. The first step is knowing that in order to display licensed content in a public place, you must have the appropriate public display license. At this point there are 4 possible paths which we are going to analyze one by one:
Contract with a company with more than 10 years of experience in the market and that will understand your needs.
We are going to name the first item, although, unlike the following, it is the illegal and punishable way of proceeding. Although it is the cheapest and most tempting, it is the least professional. It is NOT allowed to display unlicensed content in public places, so buying content on the regular market for this purpose is illegal. As the popular saying points out “Cheap is expensive”. So if your intention is to offer a quality service and with a view to the future, this is the worst option since it is a matter of time before the sanction that this route entails becomes a reality.
Let's start with the legal options with the second point. You decide at that moment that you are going to be in charge of managing the content yourself since you are the one who best knows your routes, passenger profiles, etc. It turns out that since you do not have a knowledge of the market, due to lack of time, you decide to select the movies and series that you have seen and liked. At that time you make a (large) financial investment. You don't know if that content is going to be to your passengers' liking and analyzing its impact, positive or negative, will mean valuable time that you, as a professional, can be investing in other aspects of your business. It will be difficult to keep track of the satisfaction of your passengers and the investment will be incalculable. In order to carry out the reproduction of this content in the vehicles, there must be an authorized and secure platform where the acquired content can be uploaded and can be displayed on the bus. Today it is mandatory to have a DRM (Digital Rights Management) certification , which is a requirement for studios to allow that film to be shown in public and that the content of that film cannot be copied or modified (Security against piracy).
If we go to the third path, we see that you have decided to acquire the content directly with a distributor and let them advise you. That distributor, to understand what you need, must know all possible aspects of your business. You must convey that information so that they can offer you the best possible offer. In addition, you must provide content consumption data so that they can analyze trends, passenger profiles, etc. To ensure a positive impact on the experience of your passengers, this should be the way to acquire your content from an external company, which will decide for you. As in the previous point, you must have a platform certified by the studios (DRM) for the ingestion of these contents and that they can be reproduced on the bus.
After having seen 3 of the 4 possibilities we go to the last option. This option will mean a recurring saving of time and a lot of peace of mind in the long term. The initial investment is negligible compared to the benefit obtained since, although it is something non-tangible, the success of your business is directly linked to passenger satisfaction. If you offer your passengers quality content and service, you will improve their opinion of the trip and boost their loyalty for future trips. And not only to your trips, but to those of your family, friends, etc…. There is no better publicity than a satisfied passenger. But… why contract the management services of my entertainment platform to an external company? Azimut, for example, provides the following advantages:
Azimut's objective regarding content is to improve the satisfaction of your passengers by providing excellent service.
Saving time, resources and increased profitability. The option recommended by Azimut and by all our clients.
The first thing you should think about before making a decision of this caliber, and which will mark the future of your business, is, "How much do I value the in-flight entertainment system?" If you value the satisfaction of your passengers and believe in the positive impact it has on your return on investment, the answer is that you value having a quality in-flight entertainment system HIGHLY. Going back to the points from the beginning, you know what needs your fleet has. What you need is to analyze the consumption data of your passengers to understand which are the passenger profiles that you take on your trips and treat content management with absolute objectivity.
It can be overwhelming to start offering this service, so at Azimut we remain at your disposal to advise you on any aspect you need to get it up and running.
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