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Airtel launches CPaaS solution ‘Airtel IQ Video’ to democratise video streaming

Likely to onboard over 50 brands on the platform in the coming year.

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Mumbai: Communication solutions provider Bharti Airtel (Airtel) on Tuesday announced the launch of its video platform as a service (CPaaS) ‘Airtel IQ Video’ that will allow businesses to build world-class video streaming products for large and small screens with minimal investment in infrastructure and technology. The solution has been developed by Airtel’s in-house engineering teams.

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

“Airtel IQ Video brings an easy-to-use platform that can enable anyone to quickly build and scale their business in video streaming. This will encourage enterprises to focus on content while Airtel IQ Video anchors the end-to-end technology ensuring a great viewing experience for customers," stated Bharti Airtel - chief product officer Adarsh Nair. "With Airtel IQ Video, we expect to see more content startups and traditional content companies coming online and directly engaging with consumers digitally.”

Airtel IQ Video is a cloud-based omni-channel communications platform that enables brands to deepen engagement with customers through timely and secure communication. It eliminates the need for multiple communication platforms for different channels while allowing businesses to 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, said the statement.

According to RBSA Advisors, India's video OTT market is expected to touch $12.5 billion by 2030 from the current $1.5 billion. The report also highlighted that the next wave of growth in the OTT landscape will come from tier 2, 3 and 4 cities and regional languages at the centre of this growth story. Keeping these changing trends in sight, existing regional OTTs are looking to scale their technology platforms to accommodate the rising number of users. Traditional content providers such as regional TV broadcasters are looking to digitise their content libraries through OTT applications.

During the beta phase, Airtel IQ Video has also been deployed by Eros Now and CG Telecom of Nepal. Airtel is expecting to onboard 50+ brands on the platform in the coming year as interest from the market has been high.

“We have cherished our partnership with Airtel over the years and are now excited about our technology collaboration. Their robust infrastructure and extensive network coverage have been helping us deliver blockbuster content seamlessly to the end consumers," shared Eros Now- CEO Ali Hussein. "Airtel’s latest ‘Airtel IQ Video’ platform is an innovative offering that is built to scale and can assist Eros Now in reinforcing its value proposition to the rapidly expanding video subscriber base.” 

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