Picked up on this article by Steve Blank over the weekend – such a good read.
I have worked at a few places in my life – startups, corporates, corporates in decline (Yahoo) and joint ventures masked as vehicles for corporates to try and stem declines (HOOQ). All of them share critical components but the corporates trying to deal with disruption can be very interesting. They don’t have it easy but they also continue to display the classic behaviors that got them to where they are in the first place.
I notice in the local space that there is not a lot of investigative journalism into the big corporates around Singapore. I am guessing it is too touchy of a subject or maybe doesn’t drive page views. Hard to say.
Having just left HOOQ I would like to say a few things about it since I am asked many times why I went from startup land, Spuul, to pseudo startup land – HOOQ.
Let me list a few reasons:
– I wanted the chance to get to know Singapore Inc. more closely.
– I wanted exposure to Sony and Warner.
– I was generally intrigued by the concept – 2 big studios work with local telco to try and do something cool in OTT.
– The plan had a solid model – the plan that is. The execution – not so much.
I went into the gig with my eyes wide open. I would learn, I would network and I would gain much needed experience on how to deal with a big corporate giant, actually three of them, trying to innovate. I would have a seat at the board meetings – huge learning opportunity. Boards can help a lot if done right.
Lastly, most importantly for me – I would try and see if I could buck the trend of a large corporate trying a new way to innovate but normally failing. The model had the right ingredients – a joint venture versus a subsidiary, good partners, a worthy business to go after and funds. Most startups don’t have these ingredients but then again most startups also don’t come with any baggage. Usually startups have a green field advantage and the right to make plans as they go whereas a joint venture is immediately plagued with too much funds, large parents to make happy and long range planning processes.
Frankly – it is too early to tell what will happen. Right now the market for OTT in emerging markets is early days. It is all about funding, posturing and moon shots. Obviously Netflix and Amazon will be the largest global players. As I keep saying to folks who constantly ask – who is the Amazon of India – Amazon. Just wait and see.
However folks tend to only thing big and forget that there are some healthy niche businesses out there – take Spuul for example. Doing well, but most folks only want to hear about big fund raising or other PR noteworthy milestones as examples of success.
For video we tend to think of Netflix or maybe YouTube. Right now the YouTube of emerging markets is YouTube. The Netflix for emerging markets – is also probably YouTube cause free and piracy are still the leader around the emerging markets. The idea of building out a robust, and profitable, paid OTT service for the emerging markets is still a work in progress.
HOOQ has a shot but iFlix appears to have the early lead. Will guys like Rakuten, Alibaba and HotStar emerge to try and go big? Don’t know yet. Will Netflix and Amazon slowly take over? Possibly. Will Google eventually get it right around the globe when it comes to premium content? I think not likely. Apple – well, they just seem to suck at emerging markets when it comes to payment models so I am not hopeful.
The race is on. I will continue to armchair quarterback it and share more insights as I go.