Bharti Airtel on Tuesday announced the launch of Airtel IQ Video, a comprehensive platform to help manage the video business. Adarsh Nair, chief product officer of Bharti Airtel, said the newly launched video-as-a-service platform is primarily targeting customers from the over-the-top (OTT), broadcast and telecom segments. Nair added that while Airtel IQ Video has worked with three companies including Raj TV, Eros Now and CG Telecom in Nepal in the beta phase of the launch, it has 50 customers in the pipeline.
“Airtel IQ Video provides an easy-to-use platform that can enable anyone to quickly build and scale their business in streaming video. This will encourage businesses to focus on content while Airtel IQ Video embeds end-to-end technology that ensures a great viewing experience for customers. With Airtel IQ Video We expect to see more emerging content companies and traditional content companies coming online and directly interacting with consumers digitally,” Nair said.
When the Airtel team spoke to OTT platforms and broadcasters in the country, they mentioned three main challenges they face in scaling their business – high operational complexity, high operational cost, and a lack of effective distribution, Nair said.
According to an official statement, Airtel IQ Video allows companies to create video streaming products for large and small screens with minimal investment in infrastructure and technology. It consists of various features such as application development, content hosting, curation, lifecycle management for search and discovery, analytics, and monetization models (advertising, subscriptions, and transactions).
“In terms of revenue targets, we are very ambitious. You can think of us as a startup looking for a $100 million opportunity first and then tapping it from $100 million to a billion,” said Nair. Airtel IQ Video’s customer base will be 50% from India and the rest 50% from international markets. The company searches in South Asia, the SAARC countries, the Middle East and Africa for its international clients.
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