Platform Communications - Media and technology communications experts - Client - Paywizard

Paywizard and Massive Interactive partner to drive targeted front-end UX for each key customer decision

·       Paywizard and Massive Interactive join forces to enable operators to use data analytics and customer insight to optimise front-end User Interface

·       New partnership will give OTT providers full UX workflow that enables them to more precisely engage subscribers at ‘Decision Moments’ in customer journey

·       Joint demos on the Paywizard stand (14.F32) and  Massive stand (14.B20) at IBC 2017 will highlight specific use-case scenarios that show how operators can increase acquisition, grow ARPU and stem churn to maximise revenues for their TV service

London, UK – Paywizard, the subscription, billing and customer relationship management (CRM) specialist, has today announced a new strategic partnership with Massive Interactive, experts in targeted user experiences for multiscreen video services. The collaboration will enable operators to use rich data insight and predictive analytics to more effectively target subscribers and tailor the UI at the eight key ‘Decision Moments’ in the customer journey; Find, Join, Consume, Upgrade, Downgrade, Bill, Leave and Win Back.

“By providing a targeted experience where the right offers, recommendations, promotions and assistance are presented to specific users, at a precise time; operators can engage their customers with the service offering that is most relevant to them,” Bhavesh VaghelaPaywizard’s Chief Executive Officer. “Paywizard and Massive can now provide over-the top (OTT) operators with a sophisticated workflow that optimises targeted User Experience (UX) – ensuring better customer engagement while ultimately increasing average revenue per user and reducing churn.”

Ron Downey, Chief Executive Officer and Co-founder of Massive, adds: “By combining Paywizard’s intuitive ‘Decision Moments’ dashboard with Massive’s ‘Segmentation Tags’, we have been able to create a workflow that enables operators to engage users proactively through the UI. This solves some of the most common challenges faced by providers, such as pre-empting churn by offering a more appropriate package to a wavering subscriber.”

Through the new combined solution, operators will be able to utilise Segmentation Tags via Massive AXIS – a world-first targeted UX product – in conjunction with Paywizard’s Agile platform and expertise on subscriber decision-making and transactional behaviour. Rich insight from the Decision Moments dashboard within Agile, tracks when a subscriber interacts with a Pay TV service then can trigger a change in the front-end UI via Massive AXIS depending on a customer’s stage in their viewing journey. This detailed, data-driven personalisation will strengthen the customer’s experience and therefore their engagement with the service, allowing operators to maximise customer acquisition and retention, achieve optimum commercialisation and increase average revenue per user (ARPU).

The customer experience element of a provider-subscriber relationship has become the most critical consideration for most OTT services. Global research published by Paywizard earlier this year revealed that failure to understand a customer – and to provide a consistently positive customer experience as a result – can have a fatal impact on a subscriber relationship. A quarter of the 6,200-plus consumers surveyed had cancelled a digital Pay-TV service as a result of poor customer experience, while close to half had retained a subscription they considered terminating because of positive factors such as attention to customer needs, understanding of preferences, spot-on content recommendations, response to changes in usage and package flexibility.

“Taking a data-driven approach to managing relationships and engagement with their customers enables operators to better understand and meet their customers’ needs and behaviours – and deliver a consistently positive customer experience,” Vaghela notes. “The more data insight and analytics that are available to the operator, the more likely it is that they are able to create a more targeted and relevant user experience, which can drastically impact their relationship.”

Downey adds: “Our partnership with Paywizard delivers a combined platform solution that allows operators to pre-empt behaviours. Leveraging our collective expertise, this segmented and personalised solution provides operators with an in-depth view of the key decision-making moments in their customers’ journeys and in doing so, the potential to be one step ahead and reduce churn.”

Visitors to the Paywizard booth (14.F32) and Massive booth (14.B20) at IBC 2017 can experience joint presentations of the new solution. If you are interesting in booking a demo at the show, please click here.

Notes for Editors on ‘Decision Moments’

Decision Moments addresses the critical pay-TV subscriber engagement points most likely to evoke positive or negative emotional reactions and to impact relationships between operators and subscribers during the customer journey. The eight consumer Decision Moments identified by Paywizard and validated by independent research commissioned by the company are:

  1. ‘Find’: Deciding on a service to sign up to, that best suits the consumer’s content and cost requirements
  2. ‘Join’: The process of signing up, as easily and quickly as possible
  3. ‘Consume’: Seamless viewing of appealing content, at any time, location and on any device
  4. ‘Upgrade’: Flexibly upgrading your services package, as and when you like
  5. ‘Downgrade’: Flexibly downgrading your services package, when it suits
  6. ‘Bill’: Receiving accurate, clear and timely bills, using a favoured payment method
  7. ‘Leave’: Cancelling a subscription with as little hassle as possible
  8. ‘Win Back’: Re-joining a service again, at any time, without re-registering. 

About Paywizard

Paywizard has been supporting subscription-based businesses for over 18 years. Our experience is real. Helping over 100 Pay-TV operators including: ITV, eir Sport, BT Sport and BoxNation. We know what it takes to acquire, grow and retain paying customers. This insight is deeply embedded in all that we do.

With over ten million customers acquired, our Paywizard Agile platform delivers advanced subscription, billing and CRM with performance marketing modules.  When combined with our consulting services and expertise, we’ve helped our clients deliver inbound acquisition rates of up to 90%, outbound campaigns driving up to 25% conversions, and churn reduction programmes achieving turn-around figures of up to 60%.

Ultimately we deliver personalised experiences across each customer moment.  The result: happy and engaged customers.

For more information about Paywizard, please visit


For media enquiriesplease contact:

Chloe Mannino-Jeatt

Platform Communications

T: +44 (0) 20 7486 4900  

About Massive

Massive’s platform and solutions are trusted by leading telcos, broadcasters and content owners to present targeted OTT user experiences to their audiences. The Massive AXIS platform ensures that relevant content, promotions, offers and advertising are presented to each customer at a targeted time, and on the best device. We are proud of our distinctive culture, which has grown organically during the past twenty-one years. This is why we are the employer of choice for the industry’s most expert technologists, designers and thought leaders, whom all share the same enthusiasm for delivering world-leading video entertainment experiences.

Headquartered in London, with offices in New York, Sydney and Prague, Massive is used to operating in highly complex environments with customers such as AT&T, BBC, SKY, Telecine, YouView, Foxtel, Channel 5, Bell Media, Sony Pictures Television, DAZN, Deutsche Telekom, Pearl TV, Telstra, and Freeview. We are also responsible for the inflight entertainment experience for Emirates, Singapore Airlines, Virgin Atlantic and Qantas, who are four of the current top seven ‘World’s Best Inflight Entertainment’ Skytrax award winners.

For more information about Massive, please visit

For media enquiriesplease contact:

James McFarland


T: +44 (0) 20 7636 5585