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Order Description
Hello (Am to write number 5)
I have to do two pages in a group assignment. the assignment is to talk about a company, in this case HBO Now and see how they are doing currently and how they can expand I HAVE TO WRITE 2 PAGES on how THEY CAN IMPLEMENT THOSE CHANGES INTO THE COMPANY AND THE MARKET, AND OR MARKET THEIR NEW IDEAS. ( No 5 in Outline)
OUTLINE:
1. Background
2. HBO Now
3. Competitors/Comparison
4. New extension
OK so this is what we have for the extension, please write how to implement those features in the market. and how to market it
EXTENSION:
With around 1 million subscribers, HBO Now, the OTT (over-the-top service) from Time Warner, is competing with the big giants of streaming services like Netflix, who has over 86 million subscribers worldwide. Part of Netflix’s subscribers were recruited thanks to it’s globalization strategy implemented in early 2016, which allowed Netflix to expand to 190 countries. But the main problem with Netflix’s expansion strategy is the way it was conducted. They thought more about being the first to expand largely worldwide, and didn’t think about the content being shown to the new countries. Previously, Netflix had done well with it’s localization plan, as it focused on signing content deals that supported local languages and were able to provide good understandable content to it’s viewers. But now, they’ve set their eyes on adding few languages and spending less money on local content licensing, and more on expansion. So, if HBO Now were to expand and go international, the globalization strategy is one to keep in mind and make sure it is rightly developed in order to provide the company with enough revenue, and provide the audiences and subscribers with quality content tailored to their language preferences.
Expanding it’s viewership to other countries will not only grow it’s audience, but also generate more revenue. HBO Now will develop an international plan that will allow people to be able to view their shows across the world.
But how will this get done?
First, one of HBO Now’s biggest setbacks is the pricey subscription of $14.99 for regular subscribers and $9.99 for students. By lowering the prices to $10.99 and $5.99, it will become a more reachable and affordable price and eventually attract a larger audience, which will later balance out the small revenue lost from the development of cheaper priced package.
Next, HBO Now must think about how to expand to a broader audience. Growing globally means different languages, distinct cultures, and a more diverse audience. In order to satisfy the new subscribers, HBO Now will add subtitles to it’s top-rated shows like Game Of Thrones which will enable people of all regions to view popular series without having to have English as a learned language. These will include: Spanish, German, Italian, Russian, French and Chinese. Also, growing locally is important too. HBO Now will have new content made for each country thanks to it’s partnership with Vice News Tonight. Viewers will be able to watch “major stories while [being engaged] in an entertaining and provocative way. [Vice News Tonight will] distinguishing itself from the format of traditional daily TV newscasts, [as] the show has no anchor, and instead utilizes correspondent-reported field pieces, newsmaker interviews and profiles, animation and graphics, and ‘from-the-desk’ reports” made in each country, according to Vice news Tonight’s webpage. This will allow people from all over to world to use HBO Now not only as a streaming service, but also as a news platform that will also be able to be played back since it comes too with the subscription. Viewers will enjoy shows that not only reflects their culture, language and life as a whole, but also view shows that reflect other countries and their lives too at just a click of a button.
Next, since HBO Now is the only streaming service that provides sports, HBO Now must develop a package called, “Calling All Sports Fans”. This subscription will give seasonal passes to sports fanatics. As of now, HBO Now only covers boxing, but if sports coverage is expanded, this will provide HBO Now a larger viewership and will secure sports fans before any other streaming service does, creating a loyalty program with Sunday sports devotees. This will be done with a link between HBO’s live and on-demand service offered at $15.00 a month, but will be lowered to $11.99 since it will offer live sports coverage and access to all HBO’s original content à la carte through HBO Now’s data base. Subscribers will be able to save shows the want to watch and come back if they missed a section of it. Sports that will be featured are: Basketball, Boxing, Football and Soccer.
Lastly, Since HBO Now is now available on Amazon Fire TV, Apple TV, Chromecast, FireTV Stick, Android TVs, Roku, Samsung Smart TV’s, Xbox 350, Xbox One, Android Smartphones and Tablets, iPhone, iPads, Fire Tablets, and Mac and Pc’s, the only platform missing is Playstation 4. HBO Now will conquer all devices and be available to people at home and on-the-go.
All of these new features will be reflected on the price of the subscription: $5.99 for students (with valid student ID), $10.99 for regular subscribers, and $11.99 for sports fans. Now people will be paying for quality à la carte content, live sports streaming, and globally for a price that’s reflected thanks to the vast variety of content and services offered.
Get on Android ( currently only available on IOS)
Go International ( currently only available in the US)
Create new content (Ex Game of Thrones interactive content. HBO should create an interactive app for Game of Thrones audience to interact with one another and have a relationship as fans.)
5. Implementation
• How to implement the changes in HBO itself
• How to market to the consumer