OTT television plays an important role in driving customer engagement and providing existing and prospective customers additional means of consuming their content, according to Luke Bradley-Jones, Product Director, TV, at BSkyB.

Delivering a Keynote Address at the OTTTV World Summit in London, Bradley-Jones told delegates that Sky’s range of content access offerings such as Sky Go Extra, Box Sets and Sky Store offered much more flexibility for its customers to be able to watch the content they wanted to watch on their own terms. “We’re not only engaging our customers to higher level, but also creating really exciting new revenue opportunities,” he noted.

Extolling the virtues and success of its NOW TV OTT service, he noted the launch of the NOW TV box for £9.99, which he described as “a fantastically cheap way”for its NOW TV customers to get on to Smart TV. “It’s certainly a lot cheaper than going out and buying a new Smart TV,” he observed.

He said that the service’s success had shown Sky that OTT was creating an opportunity to reach new customer segments in ways that previously were not possible. “OTT has really helped us enhance our customer targeting and packaging of that content and services.”

Moving forward, he said that Sky was focused on getting as many of its customers as possible connected via their set-top box to Sky Go.

He said that investment in such hardware and services played a major part of Sky’s investment strategy to get its customers connected to a truly Connected TV experience.

Noting the launch of 14 additional channels for Sky Go he said that the broadcaster’s strategy was to make sure it was the “OTT aggregator of choice” for its customers across all devices. “We’re now very focused on making Sky Go an absolutely core part of the SkyTV experience,” he confirmed.

“We’ve long used OTT to innovate,” he concluded.

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