, 12 tweets, 3 min read
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So a certain DTH operator offers a web experience where all fields are blank, even post login.

Forget transaction history, recall value, 3 clicks recharge, etc; a user can't navigate any step, much less pay for it.
Now expecting a meaningless chat bot (probably set up under a "customer focused" digital transformation exercise) with "cares" to reply to my tweet.
Won't be surprised if a Jio like event disrupts this industry, leaving them crying over spilt milk.
A decade ago, I would probably be highlighting the above points as a differentiation in the digital leg of the customer journey. But a decade later, this is something basic that a consumer has come to expect.
Plus, I see a user cohort debating on whether to completely delete TV from their lives. It may not happen soon as most of the current generation of Indians (who actually drive consumption) are habituated to having a TV in their homes, owing to watching it with family over dinner.
Also, random browsing still seems to be a big part of the TV experience. Even if we assume 25 million households driving consumption (numbers courtesy @kunalb11 & @BCG), its a small cohort in the context of the larger Indian population.
But let's talk about the next generation of these households. They may be forming a new habit, learning from their parents itself. They may grow up native to streaming services, discarding TV (the device) & the software (DTH) completely.
With @disneyplus getting into the fray, the streaming wars are just beginning to get exciting. These players are not just differentiating on seamless onboarding, but driving conversions via a frictionless video playing experience and retentions via strong original content.
I understand the recent TRAI regulations of price changes impacted the operations of these players significantly (including digital ops). None the less, systems and teams could have been in place to brace for it and provide a soft landing without disrupting consumer experience.
In a fast moving market with technology and regulatory disruptions now part of daily life, parts of the digital consumer experience will get commoditized. How one solves on top of that layer, with the ability to charge is where the real wars will happen.
PS - I know everything in hindsight sounds better. I am not even disputing this hindsight biased thread of perspectives.

Point is, don't add unnecessary friction to the lives of the cohort that is driving India's consumption story.
Or risk losing this cohort to new habits, monetized by new players who can offer the experiences to match these habits.
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