Empowered by their smartphones, a new generation of “mobile-first” consumers have set the bar even higher for seamless customer experiences. Research data from Google revealed that up to 53% of mobile visits are abandoned if a page takes longer than 3 seconds to load.
Across Asia Pacific (APAC), many enterprises are waking up to this rapid shift in consumer attitudes. In a 451 Research survey, 44% of businesses in the region indicated improved customer experience as their priority for digital transformation. Increasingly, these organizations are turning to network solutions such as CDN to keep pace with heightened customer expectations.
An emerging trend that is further accelerating the adoption of CDN services is the exponential growth in online video consumption. According to Cisco, online video traffic is expected to quadruple and account for 82% of global IP traffic by 2022. CDNs are widely used by broadcasters and media companies to improve the speed and quality of video content delivery—and address audiences’ demand for a high-quality experience across different devices.
Consider the developments taking shape in APAC, one of the world's fastest-growing and most contested subscription OTT markets. Broadcasters and OTT platforms in APAC compete by amassing large libraries of video content and the latest 4K/Ultra HD programming to attract new subscribers. With audiences having access to more entertainment choices and alternative platforms than ever, issues such as buffering or poor video quality may result in subscriber churn and impact revenue growth.
CDN platforms have long provided network service providers with multiple competitive advantages. Besides adapting to changing business demands, they are also able to unlock new revenue streams beyond the limitations of their own network capabilities.
By deploying CDN services as part of their own infrastructure, network service providers are able to improve service delivery for globally distributed customers and mitigate unanticipated traffic spikes. Service providers can further expand their product portfolio by adding CDN-enabled services such as video delivery optimization, content security and network analytics.
Take the case of Mangomolo, an online video platform for broadcasters and video content providers. The company was looking for a CDN partner with a global footprint that could offer high levels of performance, even when faced with large amounts of traffic.
CenturyLink proved equal to the task, providing a reliable and scalable CDN for Mangomolo's customers to deliver a seamless experience to their end-users. This global CDN footprint is directly connected to CenturyLink’s IP backbone, complemented by a wide range of broadcast and internet video delivery solutions. As the platform grew, CenturyLink further provided support and advice to help Mangomolo cope with more complex technical requirements.
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