Riding the Digital Content Revolution
Two years ago, a group of young and highly-motivated individuals set out to offer the publishing sector an innovative way to distribute content digitally. The system would allow publishers and advertisers to take their business to the next level by offering their users a more relevant experience. Discussing this change, Arabad talked with Wissam Sabbagh, Group CEO of DOTCOM MENA and Founder of Mangomolo who highlighted the many ways content could be customised.
CHANGING VIEWING HABITS
With the evolution of TV, Targeted Advertising, Big Data, and most importantly Research, it became evident that media is changing and mediums must adapt quickly to become more personalised and available across different channels else risk losing on all fronts. The big question that has been circulating is whether or not to cut the cord. The way I see it, we should replace that cord with an Internet cable. TV will always be there. It’s how we watch TV that will change and keep changing. Our access to content will change and our patience for content will decrease. Today's TV'S have mutated into computers with access to social networks and options to video on demand. The number of people who still sit and wait to watch their favourite shows is decreasing while the number of devices that allow immediate access to content is increasing. This ushers us into a new era where broadcasters are working on becoming part of this on-demand digital content revolution. It’s especially significant in light of the rapid increase of ad budgets allocated to this new vehicle and the rise of platforms with premium content for the advertisers and agencies. Investing in a Video on Demand (VOD) solution that works on all devices and operating systems requires a lot of time and investment. That is why we launched Mangomolo, which is the result of solid engineering, automated workflow, and utmost simplicity. It provides broadcasters with a turnkey solution combining automated content ingestion, content analysis, a monetisation tool, and a full video on demand solution for their users acquirable in less than a week and with very little upfront investment. The platform launched six months ago during which time we got many broadcasters to join and that number keeps increasing.
THE DISTINCT APPROACH
I cannot count the competing providers in the VOD game. However, the reason why Mangomolo was able to stand out and gain market share in a very aggressive industry is because we put ourselves in the broadcasters', users', and advertisers' shoes. Most importantly, we put ourselves in the shoes of the specialists who spend endless hours and energy manually uploading and ingesting every piece of content to make it accessible to their audience. You wouldn't know how frustrating this process is unless you actually try it... This was the foundation and main drive to innovate in an industry that has been monopolised by the traditional big players for some time because the market was not offering something different.
The key was to keep it simple 'beauty' yet extremely powerful 'beast' to make sure it can handle thousands and millions of media assets without any performance setbacks, which is a great opportunity for every tech enthusiast- entrepreneur in this part of the world. We live in an era where the cloud is for everyone. You can be based out of the Middle East or the GCC and build a local solution with a global impact using the biggest cloud provider in the US or in London. So, scalability and performance is no longer limited by the infrastructure of the country you live in. The cloud is for everyone and you can now scale infinitely in very little time and serve customers from all over the globe.
We are still at the beginning of this journey, yet our passion to innovate and think different has never been this high. We will continue to push and stretch the limits of innovation with new features and functionality that help publishers serve better personalised content.
We are still at the beginning of this journey, yet our passion to innovate and think different has never been this high.