OSN’S PETER RIZ ON A NEW STREAMING EXPERIENCE
Emphasising on seamless user experiences to sustain audiences of the future, Peter Riz, Chief Technology Officer, OSN deep dives into the streaming platform’s latest migration to an all new app interface
WHAT ARE THE KIND OF HYBRID TECHNOLOGIES OSN HAS USED TO MAKE THIS MIGRATION SUCCESSFUL?
In order to effectively transition and complete the migration, we had to adopt a modular hybrid approach, leveraging innovative technology to drive agility and ensure adaptability. It was architected, coded from scratch and designed to promote OSN’s premium content. Through collaborations with leading industry experts, we developed a future-proof platform where each viewer can access the ultimate user experience. We customised the latest technology and intuitive interface to deliver regionally coveted content, easy to access anywhere, through any connected device. The upgraded platform will contribute to an elevated experience not only today, but for years to come.
With this cutting-edge modular hybrid solution, the app’s adaptability feature allows for continuous improvement on all elements of the platform. The overhaul of the platform’s algorithmic codes elevated the platforms’ discoverability tool, recommendation engines, customer journeys, payment methods, the user interface and user experience (UI/ UX).
DOES THIS TRANSFORMATION AIM TO REFLECT GROWTH FOR LOCAL CONTENT?
OSN recently celebrated its one-year streaming anniversary, a testament to our continuous growth and success. And to further capitalise on the momentum and maximise the potential, the newly introduced platform allows for the seamless management of assorted content. On the back of that, we have invested in the development of OSN Originals, with an emphasis on strengthening Arabic-language content on the platform. The revamped platform’s intuitive personalisation feature, for example, will help bridge the gap between engaging programs and local relevance, meeting the demands of a diverse audience.
WAS IT CHALLENGING TO PERFORM THIS MIGRATION ON THE BACK-END, BEING SUCH A MASSIVE STREAMING PLATFORM?
It was quite challenging to embark on a journey that is normally expected to take many months. In record time and with minimal disruption to users, we developed the concept of Customer Experience Builder (CXB) using server driven UI to drive the presentation of the UI from the back-end. Free from legacy coding, and open to evolution to meet the demands of viewers, we have prioritised the most preferred and crucial features to be released initially, while making sure many others can be rolled out at later stages. Architecting a system with such advanced functionalities makes it easier to scale the support required for an efficient migration journey. With an evergrowing base of viewers across the region, we had to keep up with the demands of existing and new customers, bringing them the very best in class viewing experience.
WHY DID YOU THINK IT WAS NECESSARY TO CHANGE THE FRONT-END EXPERIENCE?
Given the exponential growth and increase in viewing times, is it crucial to be able to manage the operational load and volume of content. We designed OSN’s streaming solution to support all the major platforms, delivering a world class user experience to viewers. The change will allow for new formats and creative concepts to come into fruition to connect with audiences across OSN’s network which spans across the region. The migration will see that user information, such as payment methods, privacy options, preferences, etc., become more convenient and seamless. The relaunch promotes OSN’s accessibility and convenient subscription models. Subscribers can now stream content using any major web browser on their PCs, Android and iOS smart devices, Apple TV boxes or via the applications found on HiSense, LG and Samsung Smart TVs. Customers can simply subscribe using credit card via OSN’s website, or through the Google Play and Apple App stores.
HOW DOES OSN PLAN TO NAVIGATE COMPETITION VIA THIS NEW INTERFACE?
The new platform plays a vital role to reinforce our competitive advantage across the region, showcasing our capacity to innovate and evolve. Across our network, we have an unparalleled breadth and depth in terms of content and our capabilities are unmatched in the markets in which we operate in. Our streaming app is home to the greatest movies and series in the world. Consequently, OSN’s new interface will constantly be subject to innovation through forged partnerships with leading digital innovators to manage and introduce new tools, provide a secure interface, and a seamless user journey that is built on the latest technology. One thing remains core to our operations, bringing our viewer the very best, in terms of platform, content, and ultimately, experience.