Innovation Case Study: MiBox

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Camron Ramsey
7 years ago
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2 Innovation MiBox is an IPTV service that allows fibre customers to access video-on-demand, games, e-books, and apps. The MiBox service comes bundled with an android set-top box and a selection of free content. It is targeted to price sensitive customers who don t want the traditional pay TV package offered by rivals Singtel and StarHub. At launch MiBox offered around 18,000 video-on-demand titles, 116 TV channels, 1,200 e-books and its own app store which boasted 370 apps. M1 fibre customers can subscribe to MiBox at $8.56 a month with a two-year contract, while non-m1 fibre customers will have to pay $12.84 a month. Some paid content subscriptions are additional to the monthly subscription fees. Service Provider Success Matrix The product was launched in in July 2013, and has had reasonable success. As of June 2014, MiBox subscriber numbers had reached nearly 10,000. Copyright Ovum All rights reserved. 2

3 Differentiation MiBox enables users to access the web on a large TV screen just like they normally do on a PC. MiBox service offers a collection of educational content designed for local preschool to secondary level syllabi. Kids can enrich themselves at their own pace. They can watch, interact and learn important academic topics from the comfort of their homes. They can also read ebooks on the big screen with M1 Learning Centre. Subscribers have unlimited access to hundreds of top paid android apps and Interactive games. Value Generation StarHub and Singtel continue to push bundled offerings to maintain differentiation in an otherwise level-playing field provided by the Singapore NBN. Their strategy is based on a traditional high-value content package. Rather than compete head-on against these pay TV incumbents by bidding for content rights, M1 aimed to provide a basic IPTV content service but at a much lower price. The strategy was to target a price sensitive segment that the incumbents had not addressed. This also made M1 more competitive with other fibre broadband resellers who lacked a content offering. 3

4 Innovation: Uniqueness and Significance Uniqueness MiBox is another enhanced internet TV service with some differentiated contents trying to tap a segment of the market "that wants pay TV but does not want to pay up. This does not provide strong differentiation against Singtel and StarHub, but it does provide it against other challengers in the Singapore market. Significance Reasonable mass market significance as this is a major initiative by M1 to position itself appropriately in the bundled service market. 4

5 Technical Overview MiBox is powered by M1 High Speed Fibre Broadband. Subscribers can stream, surf, learn and get more mileage from the TV. The set top box is an Android powered device called the PLAYSTAQ, powered by a ARM Cortex A9 processor and run with a customised interface. It is slim and has power connector, 3 USB ports, one microsd card slot, HDMI output and a dongle for the remote controller. The remote controller also act as a pointer and text entry can be accomplished with an on-screen keyboard. The M1 PLAYSTAQ is manufactured by Vodoke. Service Provider M1 is the number three mobile communications service provider in Singapore, and provides mobile and fixed services to over 2 million customers. Established in 1997, M1 achieved many firsts in Singapore, including the first operator to offer nationwide 4G services, as well as ultra high-speed fixed broadband, fixed voice and other services on its Next Generation Nationwide Broadband Network (NGNBN). M1 describes its mission as linking anyone and anything; anytime, anywhere. M1 is widely known as an innovative operator. Further information 5

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