What was the strategy behind the renewal?
The technical implementation of the system behind the old DNA TV required an update. At the same time, the aim was to improve the user experience of the service with a broader facelift, as the customer experience is a significant success factor for DNA. The renewal had to strike a balance in serving two, quite different user communities. DNA wanted to provide a reliable and easy-to-use service for users who prefer traditional television and want to record their favourite shows. At the same time, DNA saw a lot of potential in those users that are always looking for something new to watch. There was a need to better highlight the extensive content of the service.
The renewal was driven by the need for a comprehensive upgrade of the technical platform, as the aim was to move from the back-end solutions in use to one system that runs the entire service. With consumer-facing solutions, it’s important to have a fast delivery capability, to learn from feedback and to continuously improve the product. DNA achieved this by deploying fast-moving and iterative components of the solution on the AWS Cloud. Key integrations are also implemented on AWS using serverless technologies, enabling DNA to move fast and stay ahead of the competition by adding partner service offerings to the product. At the same time, DNA TV's iOS, Android and web applications and DNA TV Hubi's back-end system were completely overhauled. An open Android TV operating system was selected for the DNA TV Hub.
Technical innovation and customer-oriented design created a seamless omnichannel solution. Mobile, browser and DNA TV Hubi platforms provide the user with the same, consistent user experience and features. Real-time updated content allows the customers to switch devices smoothly so they can effortlessly continue watching the programme from where they left off.
The entire renewal has been designed and implemented through cooperation between different suppliers in accordance with agile operating models. In addition to Nitor, Solita, Hibox, the supplier of the back-end system, and DNA, which has acted as both a customer and been involved in both design and implementation, have been involved in the process.