ARRIS: Monetizing data control is key for the pay-TV industry

In the context of ARRIS´ Executive Leadership Forum in Miami, the company discussed the importance of data for pay TV operators.

“Pay TV operators are who best know their consumers and the use of that data to deliver marketing and merchandising messages to them and monetize that part –which isn´t much of a business nowadays—it is key to the future of our industry,” commented Marcos Takanohashi, Sales VP for Latin America at ARRIS.

Takanohashi said that ARRIS presented in the seminar a commercial-insertion in IP solution. “It consists of setting up the infrastructure that allows personalized insertion of commercials or advertising, whether in the IP content or in the normal content as if it was TV everywhere. It is a necessary infrastructure to begin with. Once the pay-TV operator has control of consumer´s data, he will be able to the following stage, delivering something personalized to his clients according to his consumption habits,” he explained.

Regarding the region, the executive said that for ARRIS it is going to be a “phenomenal” year. They are aiming at a double-digit growth for the year, and forecast a 5 to 15% annual growth in the region for the next three years.