Digital home service providers must not be complacent after business boom

Canadians are using digital services at home more than ever, but it would be a mistake for providers to rest on their success, according to a recent survey.

EY’s Decoding the Digital Home survey heard from more than 17,500 households, including 2,500 in Canada, about consumer attitudes towards digital home services. He revealed that television and digital broadcasting needs have increased in almost half of Canadian households during the pandemic. Fifty-five percent of respondents said media companies have served them well.

But telecoms, media and entertainment and technology (TMT) companies shouldn’t expect this goodwill to last, said Rohit Puri, national TMT industry sector leader at EY, during a briefing. a recent ITWC briefing. “Signing up for a lot of content services has been how we got through the pandemic, and it’s going to end naturally,” Puri said. “It’s an inflection point. Suppliers should deliver new value to consumers,” he said.

Register to participate in: “Deciphering the Digital Home”

The survey also shows that Canadian consumers are more concerned about service reliability, complexity, data privacy and “digital fatigue”. Addressing these issues can reveal unprecedented opportunities for suppliers, said Jen Mossop Scott, EY’s chief executive.

Consumers want simple home service

After countless hours working or learning from home, consumers say service reliability is their top priority. “Customer sentiment is that it’s great to have fast connectivity, but we need it to operate,” Mossop said. However, it is increasingly difficult to resolve reliability issues given the growing complexity of the home environment.

“We’re hearing from consumers that maybe it’s not entirely clear what they’re buying or how to get better connectivity,” Mossop said. If there’s a problem, people don’t know if it’s caused by their Wi-Fi, their device, or the network. “There’s a huge opportunity to simplify the conversation and really proactively help people understand what’s in their home and how it can be improved,” she said.

There is value in a single solution to manage global customer connectivity, Puri added. “Consumers want their lives to be simplified through holistic services,” he said. “That’s where the value lies.” He noted that service providers in the UK already provide this kind of seamless service. “The data suggests that consumers will pay more for better reliability, monitoring and configuration,” Puri said.

Providers need to address privacy and digital fatigue issues

According to the survey, 46% of consumers are concerned about the privacy and security of personal information. Another 45% are looking for downtime of their devices.

Mossop and Puri believe there are opportunities for vendors that address these issues. Customers want to know what controls are in place and what value they are getting for their information. “If people feel more secure and more in control of their data, that leads to different behavior,” Mossop said.

Likewise, providers need to segment their audience in order to deliver more relevant content and optimize time spent online. “Those who do can end up with more loyal customers,” Puri said. “It’s about changing mentalities. Suppliers need to be bold in trying new things in the future. »

Register to participate in: “Deciphering the Digital Home”


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