Argentina. During NexTV Summit Southamerica 2015, held in Argentina, a panel was held that had as its central theme "OTT Strategies in South America", in which executives of important cable companies in the region participated.
The panel discussion was also composed of Carlos Hulett Guinand, CEO of Vivoplay; Emilio Martinic, CEO of OTT Chile; Ricardo Nugué, Director of Veoflix; and Rafael López, CEO of SmartboxTV.
"We bet that the service has its own personality and that people buy it emotionally," said Gustavo Castro, Marketing and Content – On Video Service for Telefónica de Argentina.
For his part, Rafael López said that it must be taken into account that not all content is the same. "It is necessary to know how to differentiate each sector to be able to offer different versions of the same platform that adapt to each segment," he added.
In addition, Carlos Hulett acknowledged: "since Netflix entered Latin America, there was a change in consumption habits and we had to adapt. One of the main keys was to understand which audience each content is aimed at. In this way you can define a business plan accordingly and grow from that first firm step".
"Content represents the consumer experience itself. Technology is what builds this experience and allows the user to enjoy the content," martinic said. In line with that concept, Castro added that the relevance of the use of technology in the services offered lies in the fact that it "allows the user to discover their preference for certain types of content that they did not even know before."
