The consumer sector is demanding bigger and better things from service providers and these demands are spilling into the corporate world as well. With the growth in demand for rich content includes delivery capabilities onto multiple screens. Service providers able to leverage these opportunities and deliver the rich content wanted on multiple screens will be able to effectively improve the experience for the user and drive additional demand.

Users want their content to be free from platform restrictions. In other words, they want to be able to access whatever they want from all of their devices. They want to be free to move around and take their content with them. To take advantage of the opportunities in this space, the service provider needs to remember that high-consuming individuals are high-consuming individuals; regardless of the device or platform they leverage to access their content. Making that content available on multiple screens to enhance the experience is the key to long-term success.

When the service provider examines content and delivery from the perspective of the consumer, they gain an understanding that consumers tend to default to the best screen available to view the content they want. By ensuring customized content is available for all screens used will enhance the multi-screen experience, while also retaining attention and loyalty from customers. A triply play service delivery architecture can help to deliver multi-screen services while also overcoming the platform war and remaining competitive.

The first step to making this happen is acknowledging that platforms and technologies are converging. Service providers need to learn how to monetize new and advanced business models as content moves across platforms. While it is true that convergence is not fully here yet, it is certainly on its way and an inability to embrace the opportunities could easily leave the service provider floundering in a competitive realm of opportunity.

Interestingly, consumers today do not place a singular value on individual media, but instead that value is placed on the way media is consumed. Consumers also place different values on different experiences, which means content providers and advertisers have to adjust pricing strategies to reflect the value being attributed to the overall experience. Fragmentation will soon become the rule instead of the exception as the content distribution landscape becomes flatter in the minds of consumers.

As a result, fragmentation and price pressure will grow to become important issues across all service and application markets. With these trends firmly in place, service providers will have to think seriously about their multi-screen services portfolio and simplify the way in which they deliver content. After all, the way content is displayed and performs will include the user experience and drive consumer loyalty.

The best way to simplify content delivery so that it improves the user experience is to leverage intelligent service delivery and converged content management. This focus will help to drive successful and profitable content delivery in the future for a sustainable market performance.