Airtel targets India’s OTT market with VPaaS launch

Airtel targets India’s OTT market with VPaaS launch

Underlining the growing importance of streaming video and OTT services, Indian operator Bharti Airtel has announced the launch of its video platform as a service (VPaaS); it’s called Airtel IQ Video and was developed by Airtel’s in-house engineering teams.

Airtel IQ Video is an end-to-end managed solution that encompasses a variety of features ranging from app development, content hosting, curation and lifecycle management to search and discovery, analytics and monetisation models (for example for advertising, subscriptions and transactions).

Airtel IQ, a cloud-based omni-channel communications platform, enables brands to deepen engagement with customers through timely and secure communication.

Airtel says the platform also eliminates the need for multiple communication platforms for different channels. With just a slice of code, businesses can embed communication services such as voice, SMS, IVR and video in their applications and digital properties across desktop and mobile, all through a unified platform.

By leveraging Airtel’s cloud and video technologies, Airtel says its IQ Video product allows businesses to build world-class video streaming products for large and small screens with minimal investment in infrastructure and technology.

Airtel also references transaction advisory firm RBSA Advisors, which says that India's video OTT market is expected to reach $12.5 billion by 2030, from $1.5 billion now. RBSA also highlights that the next wave of growth in the OTT landscape will come from tier II, III and IV cities and regional languages.


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