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 How Identity Management Can Deepen Consumer Engagement

 
Let them watch more TV
How to easily overcome the TVE login problem - A white paper summary from CTAM member Synacor.
The average TV household now has at least 7 devices in use each day, with 6% having more than 15 devices.


If done well, indentity management can deepen consumer engagement.
The benefits of simplified sign on solutions are both immediate and extend far into the future.

Immediate Gains



Continued innovation is getting consumers to content faster, while achieving business objectives.
Three primary ways pay TV users can access their content in home and out of home.

1. Home-based authentication

 
Advantage
Home-based authentication ends the hassle of at-home, TV Everywhere logins. One click and the user is in. For operators and programmers alike, this can be a powerful point of difference in the competitive marketplace.

Limitation
Applicability. It’s only applicable for devices used in the home and with MSOs and MVPDs that are also ISPs. Higher security contexts, such as Bill Pay sites are inappropriate for password-less HBA access.
2.Out of Home Authentication

 
Advantage
The complex login process is simplified to one, at most two, logins. However, when social login implementations utilize a third-party’s secure binding, they work beyond the limitations of SSO, and have the power to act like “homebased authentication” for mobile. When Google Sign-In option is used by pay TV subscribers with Android devices, MSOs have the ultimate app distribution path: TV providers can push over-the-air install of their video apps from a simple prompt in the web login flow back to the Android devices used by the same TV subscriber.

Limitation
For users, the initial set-up process can feel laborious, potentially requiring two passwords, one for the social network and one for the TV provider. Communication issues often arise to encourage privacy conscious users to participate, teaching them that the social network never sees the TV provider credentials, or vice versa.

3. Single Sign-On (SSO)

 
Advantage
The complex login process is simplified to one login across TV Everywhere websites and sometimes across mobile apps if the devices share the same mobile SSO-ready operating system. Some mobile operating systems, such as Apple, service single sign-on multiple devices at once.

Limitation
SSO sessions still require an initial login, and it could require multiple login experiences as users move from one app to another, from one browser to another, or from one device to another. Some mobile operating systems, such as Android and iOS support mobile SSO between apps. Other, such as Roku and smart TVs do not yet support mobile SSO. Single sign-on sessions also expire.

TV providers can set up simplified sign-on solutions with greater ease.
The ensuing challenges of complex integrations, reliability, durability, scalability, and security can be inherently solved as well.

Discover more about how abandonment rates were reduced by more than 80% and the innovations behind these advantages

"The Future of TV: Mobile, Live, Immersive, Social," September 8, 2016, by Laura A. Martin and Dan Medina, for Needham & Company.


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