Short Essay: Case Study of Viu over-the-top video service

Introduction

Distinguished from the free TV Channel, Viu also provides video on demand service through digital platform. As a streaming over-the-top (OTT) video service provided by PCCW, Viu was established in October 2015 in Hong Kong, while currently also available in Singapore, Malaysia, Philippines, Indonesia and India. Users can view free video on demand service through the official website and mobile app by using computer, smartphone and tablets. Most of the videos are Korean drama and variety show. There are also dramas from Japan, Taiwan and self-generated programmes, etc. The key attractiveness of Viu is the fast velocity of upload. Some popular Korean drama is uploaded with traditional Chinese subtitle a few hours after broadcasted in Korea.


ERRC Grid

1. Eliminate

· Piracy concern: Due limited way to watch overseas programmes in official channels, people used to download fan-subbed drama and variety show without copyright online. Viu provides another mode for people to watch shows with warrant of producers.

2. Reduce

· Subscription Fee: Viu is a free platform for watching video, which is also its advantage compared to other paid TV Channel.

· Annoyance of advertisement: As a free video platform, advertisement is one of the main source of income. Viu has advertisement before and in between video. Also there are advertising banner found in mobile app and desktop version. The exist of advertisement is an inhibiting factor which worsens the user experience.

3. Raise
· Video Quality: Video quality is important factor to bring satisfied user experience, especially screen resolution of smartphone and tablet keeps improving throughout the years. The smoothness of video is another essential factor. It depends on the streaming technology and network speed. Recently the long loading time of video is the weakness of Viu which yet to be improved.

· Video Selection: Another weakness of Viu is the limited choice of video. Users may shift to watch video from other competitors like MyTV Super and LeTV if other attractive videos are provided.

· User-friendly: The download function of Viu app is one of their advantage, however, some bugs are still found in the app and unexpected quit problem is found by some users. There is still room of improvement for the app.

· Quick update: Viu brings a change to Hong Kong TV industry because it is the first to provide subbed dramas in the high velocity, the quickest is 4 hours after initial telecasted.

4. Create

· Upgrade version: Paid premium version is available with HD video without advertisement is offered.

Blue Ocean Strategy

The graph shows a brief comparison between Viu, MyTV Super and Dailymotion. The level of factors would be concerned by focusing on the overseas drama content.

MyTV Super is a combination of paid TV channel and OTT service offered by TVB. High video quality and Cantonese dubbing are the advantage but most of the update shows cannot be viewed on demand.

Dailymotion is another OTT platform with huge variety of videos uploaded by users, but most of the them have copyright problem. 

Without piracy concern, Viu shows its advantage to provide quick and update shows on demand, which makes it outstanding among different video platforms.

by Liu Tung Mei Cynthia (1006601593)