Apalya’s over the top (OTT) platform, myplex-powered consumer OTT services has crossed an aggregate 10 million installs in under a year. Apalya has redefined itself by building and deploying their proprietary OTT platform, myplex, which powers the OTT success stories of major brands such as Vodafone India and Sun TV Network.
Apalya’s plug and play OTT solution brings together the gamut of OTT ecosystem partners from content owner/ aggregators to user interface/ user experience (UI/UX) specialists, digital rights management (DRM) specialists to billing and analytics providers to even device and hardware vendors. In doing so, Apalya aims to fulfil the OTT aspirations of a wide range of customers from content owners and creators, distribution platforms from telcos to cable and DTH players, broadband ISPs, even hardware vendors in some cases.
OTT refers to delivery of video content – film, TV, videos of varying durations, web series – via the internet, without requiring subscribing to a cable service provider. Various industries estimate the growth of the global OTT industry to grow from USD 62.03 billion by 2020, at an estimated CAGR of 17.2 per cent. The availability of high speed internet has opened up new avenues for OTT applications. The OTT market is poised for exponential growth in India with the entry of international players and several local players joining the fray.
Vamshi Reddy, CEO, Apalya, said, “Our understanding of technology, content and the mobile ecosystem helped us pioneer mobile TV a decade ago. We continued to invest in our research and developments helping us identify the opportunity in OTT space very early on. Today, we are ready with the most robust OTT platform myplex and a deep-rooted relationship with various players in the ecosystem to enable a plug and play solution for customers looking to enter the OTT space. Our persistence to pursue this space is a testimony to our vision of building innovative yet robust technologies that define the growth of the industry.”
The company in its statement claims that myplex is a hyper scalable platform that has an ability to handle complex integration among various modules from packaging and billing, security, analytics and engagement solutions. myplex has enabled over 30 brands across telecom and broadcast domain establish their online video presence, serving more than 100 million subscribers and over two billion minutes of usage on the platform.
Trends on the Internet consumption in India point to 65 per cent or 450 million mobile-only for internet users. India is adding over six million users every month to this number, who are consuming digital information/ entertainment via their mobile phones. Smartphone proliferation is only increasing and by the end of 2017, close to 48 per cent of mobile users in the country will use smartphones. Over 40 million users are currently using one or the other popular OTT service.