Comcast

Part
01
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Part
01

Comcast - Christian O. Peterson

Christian O Petersen is an alumnus of Henley Management College. He is the senior director, product management at Comcast.

Work Experience

Business Priorities

  • An analysis of his career path shows that Christian O. Petersen is focused on " producing innovative products and services for web, mobile, and television."
  • According to Television Conference, Christian O. Petersen has spent "the past 25 years building product teams focused on interactive experiences, that consumers love, at the intersection between communication and entertainment."
  • According to information culled from his LinkedIn profile, Christian O. Petersen's business priorities are in "general management, product strategy, product planning, product management, partner management, personalization, conversational UI, user experience, and user testing."

Education background

Initiatives

  • On being appointed as the senior director, product management at Comcast, Christian O. Petersen led a set of teams that focused on building the "next-generation OTT streaming experience" on the company's new TV device Flex and the market-leading Set Top Box X1."
  • He led the initiative that increased Comcast's share of the TV market and increased the company's revenue to over $27 million per month."
  • The team was also responsible for building and executing " the overall app strategy expanding video, music, personal media, gaming, social and commerce."
  • While working as the senior director, product management at Comcast, Christian O. Petersen also led a team that developed a "3-year strategy for OTT app & content expansion."
  • Christian O. Petersen also built and led a successful partner management team at Comcast. The team "successfully managed over 60 partner integrations including YouTube, Amazon Prime, TubiTV, XITE, Sling, YouTube Kids, Pandora, iHeart, NPR, HSN, Play." This generated over $30 million in revenue per month for the company.

Speaking Engagements

Awards and Achievements

  • While working as the vice president, product management of Cloudemade, the company was awarded the Best Emerging Startup 2010 at the Mobile Premier Awards.
  • In 2013, while serving as the vice president of Zigi, the company developed a game called Angry Birds Magic. The game won the award for the best digital campaign at the Game connection 2013.
  • No information regarding any personal awards and achievements that Christian O. Petersen has won was identified on public data.

Products Developed by Christian O. Petersen

  • The Flex TV device developed by Christian O. Petersen's led team at Comcast is called The Xfinity Flex. The device is a "nifty streaming device that offers an easy and low-cost way to access movies, TV shows, YouTube videos, and music."
  • Christian O. Petersen's led team at Comcast also developed another product called the Xfinity X1. The product is a TV and entertainment service device that is set up through a set-top box with DVR. The products allow customers to combine different types of entertainment such as television, music, and streaming shows.
  • No additional information was found on Christian O. Petersen's comments on the functions of both devices. On LinkedIn, he provided a brief overview of his team's efforts to develop build the Flex TV device and the Set-Top Box X1. Christian O. Petersen claimed that the two devices helped to increase Comcast's monthly revenue by $27 million.



Part
02
of six
Part
02

Comcast - Xfinity Flex

Xfinity Flex is a voice-controlled streaming device offered by Comcast; it provides comprehensive entertainment aggregation services for live TV, on-demand, and streaming apps. The company offers one free device to every Xfinity internet subscriber and charges a monthly fee of $5 for each additional equipment box. Xfinity Flex's free content includes a selection of more than 10,000+ movies and series and free access to NBC Universal's Peacock streaming services, having more than 15,000 movies and series.

Xfinity Flex Overview

Product Offering

Value Proposition

Product Strengths

Product Weaknesses

Competitive Advantage

Part
03
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Part
03

Comcast - Xfinity X1

The Xfinity X1 from Comcast allows persons to access all their entertainment programs using one device. Subscribers of the service will benefit from a multitude of products like exclusive programs, voice command, and on-demand shows. Its main selling points include easy navigation of programs, the great user interface, and its DVR functions.

Overview of the Comcast Xfinity X1

  • Comcast's Xfinity X1 is a new device that will combine customer's various types of entertainment. This includes live television, music, and streamed shows.
  • That means persons who are subscribed to a variety of streaming services such as Netflix, Amazon Music, and Hulu can access them from one device.
  • Comcast allows customers to customize their plan so they only have the services they need.

Product Offerings of the X1

  • Customers who subscribe to the service will have access to Peacock Premium from NBCUniversal. Peacock Premium consists of streamed content as well as exclusive shows.
  • When using the X1, customers will get 4K Ultra HD quality picture as well as parental controls. To access programs in multiple locations, subscribers have up to 500GB of storage to store programs they have recorded.
  • For those who love sports, the X1 has additional features such as statistics and reminders. The device also supports voice commands and enhanced closed captioning.

X1 Value Proposition to US Consumers

  • When describing the benefits of the X1 to US consumers, Comcast boasts that it is "the future of television."
  • Comcast places emphasis on the device's ability to navigate the television guide and recorded programs more quickly than a manual search. It further details all the applications and services that can be combined when using the X1.
  • Additionally, the company informs consumers of the device's DVR capabilities, and the fact that they can watch their stored programs when they're offline. There is also mention of how the device's sports app can give consumers the best experience.
  • On its website, the company goes into further details about the X1's DVR capabilities when compared with other Comcast devices. It notes that only the X1 will record shows.

Strengths of the X1

  • Persons who have used the Xfinity X1 have found it easy to navigate and are comfortable with the device's interface.
  • The voice command function is also useful and has no trouble recognizing non-American accents.
  • When saving programs, the X1 gives customers the opportunity to set a recording date up to two weeks in advance. Persons can also record entire seasons instead of doing it one episode at a time.
  • Since the X1 includes both physical and cloud storage, customers won't lose their programs if the device is damaged.

Weaknesses of the X1

  • Recent reviews of the Xfinity X1 have listed its overall cost as a weakness of the service. The product's need for a strong Internet signal for proper functionality is also a concern.
  • Some customers may also need to upgrade their current cable or Internet packages in order to take advantage of the service that the X1 has to offer.
  • When it comes to on-demand programs, some may only be available on the television so customers should make note of that.
  • While the DVR functionality was good, it was noted that it only works if viewers stay on the same channel, and is only available on the television to which the device is attached. It also does not have as much storage capacity as other DVR devices on the market.

Competitive Advantage of the X1

  • While other DVR devices may offer greater storage capacity, the Xfinity X1 has more variety and a larger selection of programs available.
  • For users with smart home capabilities, the X1 has the ability to interface with other devices in the home to give control over areas like security systems, lighting, and thermostats.
  • When compared to similar devices, the X1 excelled with its sleek user interface. Customers also liked that they could record up to six shows at once.
  • Since the service includes a mobile app, customers are able to stream their shows outside of the home, which may not be available on similar devices.
Part
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Part
04

Comcast - Comcast Silicon Valley Innovation Center

Comcast Silicon Valley Innovation Center was founded as an innovation and development center that attracts the best in media and technology to "build products that change how people connect to entertainment and information."

Comcast Silicon Valley Innovation Center Overview

Company History

  • Comcast Silicon Valley Innovation Center was founded in 2008 in Silicon Valley, California. In 2011, due to the increase in the number of staff, the center was relocated to an expansive new headquarters in Sunnyvale, California.
  • The newly expanded innovation center in Sunnyvale, California was designed to meet the needs of the company's entrepreneurial culture. The idea was to provide the innovation center staff "an open workspace to foster innovation and collaboration, war rooms, innovation areas, game rooms, and plenty of snacks to keep the team focused and well-fed."
  • Comcast Silicon Valley Innovation Center was founded as an innovation and development center that attracts the best in media and technology to "build products that change how people connect to entertainment and information."

Value Proposition

Number of Employees

  • According to information culled from the company press release, Comcast Silicon Valley Innovation Center has 250 employees.

Comcast Silicon Valley Innovation Center current activities

  • In a recent interview with Peter High of Forbes Magazine, Comcast chief information officer Rick Rioboli noted that the Comcast Silicon Valley Innovation Center is an internal organization that comprises of the research and development (R&D) teams of Comcast. The center is charged with analyzing future trends in technology and developing prototypes that help the company to plan and align strategies for future growth and expansion.
  • A review of the center's current activities has shown that its vision, goals, and target as an internal organization of Comcast has not changed over the years. The center is still regarded as the hub of research and development of the company.

Part
05
of six
Part
05

Comcast - "Over The Top" Streaming Strategy

Comcast has adopted a multi-pronged approach when it comes to OTT streaming services. Late last year, the consumer was introduced to Peacock, the new streaming service offering from the company. Comcast will look to gain ground on Netflix by converting subscribers to its product, The point of distinction being the presence of advertising. As well as marketing its OTT streaming serve direct to the consumer, it has also adopted a strategy that markets its services to businesses or content providers, with a suite of products oriented specifically toward this audience.

Peacock Streaming Service

  • The Peacock streaming service had a soft launch at the start of April when it was made available at no cost to Comcast's TV subscribers. It was slated to be launched to the public at large during April 2020 but is now scheduled to be launched to the public at large on 15 June 2020. Unlike Netflix, the service will be funded by "low load advertising" and subscriptions.
  • With an ongoing decline in the number of consumers subscribing to its cable service, it is clear that part of the strategy behind the introduction of this service is the conversion of cable subscribers to a streaming service. This is supported by the fact Peacock has been made available free to TV subscribers. Peacock will also look to convert Netflix and other similar service users to its product.
  • Peacock will deliver both original content and content from the vault of NBCUniversal. The much loved "The Office" and "Parks and Recreation." All up, it will have over 15,000 hours of viewable material. The jewel in the crown of Peacock was slated as the 2020 Olympics, although the recent announcement that they had been postponed until 2021 will see that placed on the back burner, at least in the immediate future. The 2020 election will also be covered on Peacock.
  • Universal Pictures, Focus Features, DreamWorks Animation, and Illumination are some of the studios that Comcast has partnered with to deliver movies ranging from the critically acclaimed to Hollywood blockbuster.
  • Around half the content will be available free, with Peacock Premium costing $4.99 per month. There will also be the option to remove the advertising content for an additional $5 per month. This will give it a point of distinction from many of the other OTT streaming service providers.
  • The TV advertising and social media campaign was instigated on the night of the 2020 Golden Globes. The hashtags #PeacockTV, #HatchingSoon, or #PeacockEggCam will see an egg emoji that will eventually hatch into a peacock. The campaign is focused on generating user interest through clever teasers.
  • An expansive roll out of the service was planned, including advertising on and off NBCUniversal networks and websites. A number of cross-promotions with launch partners, Unilever, State Farm, Target, and other pay-TV channels that distribute its current content were also planned. The Olympics were to play a significant role in the launch. COVID-19 has impacted this launch, and it is unclear at this stage how Comcast will adapt its planned marketing as a result.

Direct to Consumer Live Streaming for Content Providers

  • Comcast's Linear Streaming Service is targeted toward a broad audience, ranging from the traditional large scale broadcasters to new and emerging channel providers. The product Comcast developed is designed to be a "one-stop-shop" for those operating in the production space. It enables the presentation of content directly to the consumer without the need to engage the services of third parties to deliver.
  • The proliferation of Free Ad-Supported Streaming Television Services (FAST) has certainly gained the attention of the major players. For the consumer, the appeal of the linear programming provided a happy medium for those that wanted the freedom of an OTT service without having to decide what they want to watch. This product acknowledges the role that the producers and developers of this style of broadcasting have and provides them the tools to present the materials in a package that is marketed as a complete solution.
  • Features of the product offered include an end to end workflow, video management, commerce and monetization, multi-CDN delivery, and reference architecture. Pre-integrated UX partners will assist users in developing and deploying multi-screen app experiences. The addition of analytics and insights will allow users to maximize their output and ensure it is targeted appropriately. There is also the ability to evolve the experience offered over time without throwing away the initial investment.
  • When combined with Comcast's other product offerings, it is clear that Comcast is positioning itself across the entire market, providing content to the end-user, and giving content providers the mechanisms to provide similar options to the end-user.
  • Due to the nature of the product, it is marketed in a different way to Comcast's products that are aimed at the end-user. Comcast has focused on white papers, industry events and conferences, and its own website to promote this product to content providers to date.
Part
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Part
06

Comcast - Strategy for Youth Educational Content

To promote its educational content for youth, Comcast's marketing techniques have included advertising through video commercials, using social media platforms, and spreading the word via news publications.

Educational Resources during COVID-19 pandemic

  • On March 31, 2020, Comcast announced that it partnered with Common Sense Media to provide educational content to customers who have children in K-12.
  • The offer includes about 2,000 hours of free "programming and thousands of free titles" from the Animal Planet, Smithsonian Channel, PBS KIDS, History, and podcasts ranging from cooking to gardening and fitness.
  • Comcast is also offering programming in Spanish.
  • Comcast hired Natascha Crandall, Ph.D., a psychologist and educator, to help curate "content across English Language Arts, Math, Science, and Social Studies based on grade appropriate guidelines aligned with the current U.S. school curriculum."
  • Users can access the educational resources by saying "education" into the Xfinity Voice Remote.
  • Comcast marketed its educational programming through sharing the news on social media platforms, such as on Twitter and Facebook.
  • Comcast also created a short video where a boy speaks into the remote control and an educational program immediately starts playing.
  • Comcast's marketing tactics for the educational resources repeatedly uses terms such as "educational" and phrases such as "no matter your child’s age" to attract customers with children.

PlayKids

  • PlayKids' provides hundreds of videos, "read-along stories," educational activities, and academic games that are customized for each "child's learning level" to enhance literacy, motor coordination, and social skills.
  • Experts in child development created PlayKids to offer "a safe educational entertainment destination for young children."
  • PlayKids joined Comcast's Kids Zone, which aggregates content from across all of its platforms for youth.
  • Kids Zone offers a "secure experience for kids to independently explore their favorite content and discover new programming."
  • One way Comcast marketed Kids Zone is by providing a week of free children's programming that started on July 8, 2019. The channels offered included PBS KIDS, Discovery Family, and Kids Central. Customers who didn't have a Xfinity TV subscription were able to "log in to the Stream app using their account credentials to" view the programmings.
  • Some news publications spread the word about Comcast's week of free children's programming.
  • Comcast also created a video to advertise the week of free children's programming.

Research Strategy

We reviewed Comcast's website, news, and social media platforms, as well as scoured various news publications such as The Washington Post and The Tallahassee Democrat to discover Comcast's methods for promoting educational content for youth. After extensive research, it was clear that the company is investing in marketing, but it doesn't rely on specific methods to promote children's educational content. Comcast mainly utilizes its social media platforms and video commercials to advertise its children's educational resources.
Sources
Sources

From Part 01
From Part 03