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Customers don't care about convergence, but you should

For operators, “convergence is about putting fixed and mobile together,” Richard Breskovic, Marketing Director, T-Hrvatski Telekom, told attendees at Digital TV Central & Eastern Europe this week.

Breskovic said convergence offers a number of advantages for operators. “It allows them to acquire customers on TV and mobile. It also reduces the likelihood of churn and allows you to upsell tarrifs,” he said.

Convergence can also increase customer satisfaction 40% to 50% because, “customers have never seen it as a separate thing.”

He explained: “We target customers with different offers depending on who they are, but the one fixed thing is TV. So content is a very important thing, but service is important too.”

OTT is important to the mix too, but he stressed the importance of “making sure OTT replicates IPTV. Make sure there is seamless service. Customers don’t want a crappy experience. Customers want a good UI.”

He said that T-Hrvatski approaches “each household depends on the set of the services it contains. We build services as households, not packaged, contained individuals. TV content and TV experience give true meaning to convergence.

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