Internet of Things & Proactive Experiences

The brief questions what the future of customised, omni-channel, multi-screen entertainment experience will be. There are a couple of suggestions, such as "Using your wearable tech to input your mood and filtering content whist simultaneously upgrading your package". We could potentially create a solution that implements a smart watch or a wristband that monitors the user, the brief mentioned "mood brighteners". This leads to an opportunity to take an Internet of Things approach, where all manner of things have internet connectivity, being able to send and receive data 24/7. This could be used to anticipate the user's needs before they are needed. The Sky TV could know what to record, what you want to watch when you come in from work or when you want to watch certain programmes based on your mood that is monitored by a sort of smart bracelet.

In discussing how to deliver the best customer experience, the four Ps are often referenced: pain-free, personalized, productive, and proactive. Proactive experiences are fast becoming a standard feature in customer experiences. A proactive experience occurs when information is given to the user before the user asks for it, anticipating your next moves. In terms of the sky brief, this could be applied within our design solution with information about actors, TV programme recommendations or reminders are created and given to the user before they request them e.g. you could be watching a programme and for the first time and your Sky app creates a reminder for the next episode. Sky could notify users about things that are important to them before they are even aware of the issue. Proactive experiences can save time and are a key component to a personalised experience that builds loyalty.

There is however a risk that notifications could become annoying and a negative rather than providing value for a customer; so this would have to be balanced. If Sky becomes an Automated system, it could reduce the likelihood that a customer will call up wondering what’s going on.Sky could use proactive experiences to make the users feel valued and make them feel that they have individual recognition, building a closer relationship with the brand. It would also increase engagement with the brand.

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