The Courier & Advertiser (Angus and Dundee)
Software to help TV firms compete with Netflix
KIRKCALDY: Paywizard rebrands as it launches tech for pay-tv to keep customers
A Fife firm whose software helps pay-tv companies around the world to compete with Netflix and Amazon Prime believes it is well placed as the television marketplace becomes increasingly competitive.
Paywizard counts BT, ITV and Racing TV among the clients who use its software to manage customer relationships and unlock subscriber intelligence.
The Kirkcaldy firm, which has a staff of 120, also has customers in the Far East, Africa and Sweden.
With the launch of its latest product, called Singula, Paywizard has decided to change its name to Singula Decisions.
Chief executive Bhavesh Vaghela said: “Netflix and Amazon have transformed the industry because they know how to use data to engage with subscribers.
“Over the past five years, the vast majority of pay-tv companies have moved to pay monthly instead of signing up customers for 12 or 18 months.
“Consumers have much more power which means more pressure on the operator. A subscriptions strategy is critical.”
The Singula platform, developed entirely in Fife, pinpoints where subscribers are on their ‘customer journey’ to help TV firms know how best to engage with them in real time.
Not only does it provide data, but also insights based on the Fife firm’s more than 20 years of experience in the sector.
“It’s hard to do when you’ve got millions of different customers looking at different content and you’ve got to understand the signals to know what a customers is doing,” Mr Vaghela said.
“You want to know how they got there and where they are going and then you are looking at how you can change that behaviour. We help our customers know how they can use this intelligence to engage with their subscribers.”
All of Singula Decisions’ staff are currently working from home and its customers have seen mixed fortunes during the Covid-19 pandemic.
On demand entertainment services have seen usage soar during lockdown, but pay per view events have stopped as sporting events have been cancelled.
Mr Vaghela said he was optimistic about the company’s position in the marketplace.
He added: “We believe we have the right platform and solution that allows us to be perfectly placed to help operators. Covid-19 is just going to accelerate that as people are trying to protect or grow their revenues.”
Ealier this year, the firm submitted an application for planning permission in principle to demolish its office suites at Cluny Court.
Under its new plans, the building will be pulled down and the drive-through restaurants will be created.
Mr Vaghela said: “We have no plans whatsoever to be outside of Kirkcaldy. This is our home.
“We want to use our company assets better and we are looking at creating a purpose built building, but nothing’s going to happen on that front in the next 12 months.”