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LOSERS. INC
ISHMAM TASNIM
(ishmamtasnim66@
gmail.com)
(01533271277)
ARKA RAHMAN
HASNAT IFTEKHAR
HRIDI PURNA SAHA
TASK 01
Among the 169 mil
subscribers, BD only has 200
thousand Netflix subscribers
and $21.60MM USD in profit.
But, that isn’t even close to its
targeted market share in a
country of 17MM.
INTERNATIONAL VIDEO
STREAMING SERVICES
•
•
•
Easy user mechanism.
Diverse and lucrative content.
High quality videos.
S
• Multilingual and multi-national content.
• Strong marketing strategy esp. services like, screen sharing.
Requires high tech for best user experience (high-speed internet connection
and up-to-mark gadgets.)
W
Inconvenient payment system
Sophisticated taste regarding content.
•
•
Various types of genre yet to be unexplored in Bangladesh.
Has enough capital to discover and take the helm of the lagging
O
entertainment industry.
• Can outperform the local entertainment distributors in fulfilling the demands
of the viewer.
•
•
•
Easy accessibility of alternative sources of entertainment, esp. Youtube.
Consumer base not exposed to and familiarized with content being
produced.
Local dish companies
T
PROBLEM (rural or suburban areas)
IDENTIFICATION
Socio-economic system
unaffordability and
unawareness towards
technology and its
mechanism.
NECESSITY OF UP-TO-
THE-MARK GADGETS:
For the best user experience that
supports HD, UHD; high tech
gadgets becomes a must.
Furthermore, Netflix service
stopped supporting smart TV
models from 2010 and 2011 (older
Samsung smart TVs and Roku
players)
PROBLEM
IDENTIFICATION
LACK OF REGION
SPECIFIC PAYMENT SYSTEM
Online streaming services use credit , debit card or Paypal. (Netflix, however, stopped
taking Paypal services), which is a big problem for Bangladesh as only 9% of all
transactions here happen digitally.
Most streaming services put accounts on hold if pay is delayed. Thus, renewal systems
are known to be hectic.
The problem could be prevented if Netflix had an office in BD. BTRC (Bangladesh
Telecommunication Regulatory Commission) has allowed Netflix o set up cache service
in BD which would likely put an end to the inconvenient payment system and grow BD’s
national revenue.
Netflix doesn’t offer free one month trial in BD. This would have helped to create
dependency over Netflix-like services, as people are more attracted to free goods and
stuffs.
DIFFERENT TASTE OF
3
CONSUMER BASE
2 Sophisticated
1
and
Scarcity of uncompromising
Bengali content dedication of
on international video streaming
streaming services (esp.
Ubiquity of services and Netflix) which
Indian TV language doesn't match
shows barrier this country’s
market.
PROBLEM IDENTIFICATION
Heavy competition
LOCAL DISH COMPANIES and its connection to bureaucracy help the
local companies create its own monopoly. Consumers’ addiction to Indian soap makes
the problem even more acute as the local companies mainly air those channels and
thus, control the consumption of the local consumers which makes hard for Netflix-like
services to grow market with its diverse content.
Piracy
Screen-recording facility of Netflix and hall recording
has become a major source of unauthorized movies. Clients of
different torrent sites upload and distribute to those who give
better unpaid service or directly to the consumers. Other
countries are strict on anti-piracy laws whereas Bangladesh
remains oblivious making online streaming services miss out on
millions of USD and thus, uninterested to engage further.
According to BigChampagne, there are nearly 7 million BitTorrent
online users at the same time in August 2004, and nearly 10 million
in August 2005.
In Bangladesh, almost billion people has Mobile internet. Users numbered 8.20
crore at the end of June, meaning out of the country's 15.09 crore active mobile
connections, 54.34 percent have internet connections.
When 3G was launched, mobile internet connections stood at 3.65 crore.
The mobile industry added more than 1 crore new connections every year on an
average to their network in the last five years.
Moreover, rather than a few good OVPS creating their position in the industry and
creating a platform for other OVPS, the online market in Bangladesh seem to have a
short term “copy-paste” technique to earn popularity.
CONSUMER
PSYCHOLOGY
Most middle aged/ old Bangladesh people are not very comfortable
with the idea of an online viewing platform.
Background :
YouTube worldwide prevents uploading of copyrighted content
using their algorithm, fighting the demonetization of contents.
Bangladeshi contents in most cases are easily available to
YouTube, within very short time of release in any media
whatsoever.Hence , Channels /Platforms have to release their own
content in media to increase views.
Impact:
Would you pay for exclusive content or would
This ad-free free access to service demonetizes you wait for it to come to torrent servers?
the online viewing platforms and mass viewers
lose interest in paying for exclusive contents – and
decide to wait a few days to explore the content in
YouTube. Hence the probable customer market of
OSS is reducing day by day. Copyrights have
definitely been a big challenge, because the
copyright industry here is not that well defined and
regulated. So a lot of issues rises such as the
producer signing the same exclusive deal with
multiple people.
Wait Pay
PROBLEMS
FOUND
Lack of Proper
2 Marketing Strategies
Background:
Mostly urban-centric or Youth centric online Marketing Strategies are taken by Bangladeshi OVPs –
these do collect a new customer base. However, the customers who now explore content via television
are mostly unaware about the existence of OVPS – mostly the second categories of customers.
Cable TV content vs
Ad timing
Impact:
TV content Whereas, with proper marketing strategies,
Advertisement OVPS could be more appealing to them
since daily content from television contains
far too much advertisement and eats up far
too much time for a working persons’ busy
schedule .
3 Market Oversaturation
What drags you towards Indian
Background: serial ?
Impact:
This ad-free free access to service demonetizes the
online viewing platforms and mass viewers lose
interest in paying for exclusive contents – and decide
to wait a few days to explore the content in YouTube.
Hence the probable customer market of OVP is
reducing day by day. Copyrights have definitely been Bangladeshi Shows or Indian
a big challenge, because the copyright industry here Soap Operas
Bangladeshi Shows
Customer Base
5 Limitation of OVPs
Background:
Bioscope is exclusive for GP users, Toffee and Banglaflix is specified for Banglalink
users. Though this exclusiveness is very important for sponsor purposes and
funding of a new OVPs, this harms the initial support and versatile consumer base.
Impact:
Consumer as a whole, loses interest in OVP in total, whilst problems with the
subscription of the OVP initially occurs.
Background:
Contents in the Bangladeshi OVPS are mostly generic except for exclusive ones. Even
though cardless payment service exists in terms of some OVP, most subscription
methods tend to be more time dependent, whereas most people take on the services
for a specific content.
Yes No
PROBLEMS
FOUND
Administrative lag
7
Background:
120
100 Impact :
80 This time length hampers the rise of new
OVP alongside hampering the growth of
60 existing OVPS, losing a margin of 25
40 million customer growth in case of
20 BongoBD.
Administrative lag also prevents OVPs
0 to buy/sell/share new original content
and therefore, a content becomes less
hyped and already available in YouTube
when by the time many online platform
loses the interest in the content .
International
8 Customer Outreach
Background:
The largest, financially stable customer pool of Bangladeshi Online Viewing
platforms lies in the first/second generation of Bangladeshi immigrant
worldwide. These customers are eager ,aware and interested to pay for
contents in Bangladeshi viewing platforms .
Lack of co-operation and high taxing makes from government makes it difficult
for most OVPs to reach out to these targeted customer pool.
However,most of them are under/un educated and have none to little tech
knowledge.
Hence ,with easier procedure and attractive content,they can easily be a
successful target pool.
Impact :
This time length hampers the rise of new OVP alongside hampering the growth
of existing OVPS, losing a margin of 25 million customer growth in case of
BongoBD.
Administrative lag also prevents OVPs to buy/sell/share new original content
and therefore, a content become less hyped and already available in YouTube
when by the time many online platform loses the interest in the content .
For example – the original “Aynabaaji” got released in some YouTube sources
before heating iflix ,losing a good number of views.
SOLUTION
Solutions:
1) Government intervention in imposing Copyright laws
2) Content Creation
3) Marketing Plans
4) Horizontal Expansion
5) Easy Content Based Payment Solution.
Reference:
• https://www.thedailysta
r.net/news/business/tele
com/mobile-data-
service-leads-to-
internet-boom-in-
bangladesh-1623310
• https://www.google.co
m/amp/s/www.thefina
ncialexpress.com.bd/vi
ews/views/ushering-
netflix-in-bangladesh-
1558106225%3famp=tr
ue
• https://www.engadget.
com/2019/11/12/netfli
x-older-hardware-drm
• /https://www.academi
a.edu/28824865/Effect
s_of_Hindi_serial_on_B
angladeshi_culture
• IEEEJOURNALONSELECT
EDAREASINCOMMUNIC
ATIONS,VOL.25,NO.1,JA