Vindicia: Consumers are starting to feel fatigued

Jesús Luzardo, VP and Head of Global Development at Vindicia, spoke with Juan Pablo Conti, senior analyst at Dataxis, in the context of NEXTV CEO Latin America, on how the complexity of the content distribution ecosystem is affecting consumers in the talk “The War in Content Distribution. Does it Keep Consumers in Mind?”.

Luzardo mentioned statistics from a study conducted on consumers about the subscription to content services. He highlighted that, on average, 70% of interviewees who are affiliated to 7 to 10 services, manifested they would go with another provider who packaged all those offers together. “Consumers are starting to feel fatigued, and in the end, convenience is what will determine which services remain and which they will discard” added Luzardo.

He said that the companies that are capable of adding multiple services, provide a packaged offer to consumers, who can monetize all those services and offer users the best experiences, are the ones that are better positioned.

When consulted on how they are helping their clients, Luzardo mentioned they have an offer to set up those models and offer them to consumers, a marketplace where all those partners can integrate easily or where they are already integrated, which is scalable and with the tools to monetize the service.

He explained that part of the current problem is that the user experience is fragmented by the number of services there are. Luzardo clarified that the solution of the AMDOCSMarketplace is not centered exclusively in North America. “We are emphasizing the incorporation of regional partners from Latin America and Pacific Asia,” he said.