OSN’s CMO Hamad Malik points to the untapped potential in Saudi Arabia and Egypt for the Pay TV platform, while underlining the role of data in shaping the product and customer experience.
What are the challenges for OSN, and the category of Pay TV?
If you look at any of the other industries, like say automobiles or FMCG, the challenge for a premium brand would be to command a premium of (say) 10 or 20 per cent over the competition. Here we compete against a pro-duct that is completely free. Effectively, the competition is one that offers something that is perceived to be similar, for free.
In the category of Pay TV, the product proposition itself is not very clear in the mi
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