Telecoming stars in UXER School's last Film

Some weeks ago, we received a visit from UXER School Madrid, one of the most prestigious professional User Experience centers, to take part in a short brand film focused on UXER professionals: The Future that Lies Before Us.

We are thrilled to share the outcome of this insightful encounter with all our UXER enthusiasts.

Our Innovation and Design Director, David Murillo and our UXER Designer, Javier Pascual were interviewed by UXER School alumnae to understand the central role that user experience plays in our company. They explain the means by which UX contributes to improve service conversion. Moreover, they describe the importance of UX specialization among sector professional profiles and the core role UX plays within organizations.

Enjoy!

mURILLO


Check out our job offers!

At Telecoming we are always looking for talents to join our great team and face together new challenges.

We regularly publish new job offers in our Team section. If you are passionate about the digital world and want to work in one of the most inspiring companies in Europe (it’s not our opinion, it’s London Stock Exchange's decision ;)) ... check the vacancies and send us your CV.

Since our foundation we have been acknowledged on different occasions for our commitment with quality employment. We are proud to have a young, professional and cheerful team, able to achieve new goals every year.

Are you ready to join us?

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Meet us at MIPCOM

Cannes

Next week we will take part in MIPCOM (at Cannes), one of the most relevant entertainment content meeting points. At Telecoming we have the most comprehensive premium content portfolio and we are looking forward to meeting potential content partners.

This very decisive industry gathering is strategic for our company. Our Content team has framed it’s strategy on the basis of quality contents and user experience excellence. We are looking for the hottest content and expecting to close new partnerships with top industry players.

Our participation at the MIPCOM is also a great opportunity to further understand the mobile content’s course. This is crucial, in order to be ahead of the users’ future requests.

MIPCOM is also the ideal scenario in which to examine the latest sector trends, such as the rise in video consumption and the supremacy of user generated content.

We have always worked with the leading content producers, since only with the most innovative services we can manage to provide the most cutting-edge experiences.

If you are willing to book a meeting with us, do not hesitate to reach us at: licensing@telecoming.com. Our Content Team will be happy to assist you.

We are really looking forward to seeing you there. ;-)

 

Our New Content Director’s Market Vision

The digital content industry is experiencing a deep transformation as a result of a drastic change in devices, user habits and preferences. At Telecoming we are user-centric and permanently at the service of these new user predilections. Therefore, we are Mobile First, multi-device and always set creativity at the heart of our strategy.

For this reason, the appointment of our new Contents Director, Nicolas Gimenez Ignatiew, precisely meets our strategic interest to further enhance our differential content offer, which we currently distribute across 9 countries.

Graduated in International Trade and Communication at INSEEC (France), Nicolas has more than 12 years of experience in the digital entertainment industry.

Nicolas

He shares with us some very interesting insights concerning the mobile content market.

How would you describe the current digital contents landscape?

The shortest answer would be that contents are living their golden era. This is partially thanks to the mobile network evolution and multi-device transformation behind content consumption and also to the user’s willingness to pay for groundbreaking content.

For instance, our content portfolio is precisely available for any device. Users are more than ever willing to enjoy contents at any place and they set content quality as a top priority.

In addition, the whole mobile content consumption experience achieves a privileged position in the user’s mind. Content distributors must keep this in mind, since content quality is necessary, but now it’s all about the user’s experience.

Read more

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The digital content industry is experiencing a deep transformation as a result of a drastic change in devices, user habits and preferences. At Telecoming we are user-centric and permanently at the service of these new user predilections. Therefore, we are Mobile First, multi-device and always set creativity at the heart of our strategy.

For this reason, the appointment of our new Contents Director, Nicolas Gimenez Ignatiew, precisely meets our strategic interest to further enhance our differential content offer, which we currently distribute across 9 countries.

Graduated in International Trade and Communication at INSEEC (France), Nicolas has more than 12 years of experience in the digital entertainment industry.

Nicolas

He shares with us some very interesting insights concerning the mobile content market.

How would you describe the current digital contents landscape?

The shortest answer would be that contents are living their golden era. This is partially thanks to the mobile network evolution and multi-device transformation behind content consumption and also to the user’s willingness to pay for groundbreaking content.

For instance, our content portfolio is precisely available for any device. Users are more than ever willing to enjoy contents at any place and they set content quality as a top priority.

In addition, the whole mobile content consumption experience achieves a privileged position in the user’s mind. Content distributors must keep this in mind, since content quality is necessary, but now it’s all about the user’s experience.

Read more

Which are the most relevant criteria in mobile content selection?

I would most definitely say that diversity and quality are the cornerstones in content selection. Users are no longer willing to put up with average qualities or poor content offers. Aside from ample choice ranges, the users are looking for cutting-edge mobile contents. They want to be amazed. They search for an outstanding mobile experience and are willing to pay more for it.

In addition, as we operate in 9 different countries, adaptation to the device capabilities and cultural sensitivity are essential in order to attract domestic audiences. This market awareness is achieved through our local Country Managers, who have an in-depth market knowledge.

How do you depict the content industry in the coming years?

We are living a challenging period, partially motivated by a profound digital disruption. However, there are a series of content consumption trends which are expected to keep on growing over the next years.

In this sense, User Generated content is a trend which is here to stay. Users are no longer passive recipients but Storydoers. In addition, video formats will foreseeably experience a sustainable growth over the coming years. The sector data portrays an interrupted rise in video consumption and a willingness to use this format for diverse purposes.

Users are developing more and more sophisticated preferences and are looking for customized content selections. As content distributors, we need to anticipate to these changes in order to successfully meet new user demands.

 


Design Personas and other Archetypes

Archetypes have been with us since the Ancient Greece, when human beings tracked the repetitive nature of certain features or circumstances. They became popular in order to appeal universal ideas and values to draft patterns.

Centuries later, these were incorporated in the advertising landscape as a useful tactic with which to differentiate within a certain group. Our experts disclose their views on the enforcement of these archetypes.  Keep reading…

Look-a-Likes: an essential part of RTB

As the very concept indicates, look-a-likes are a tactic which enables to search for similar audiences, related to our target group. In order to increase the audience, a Data Management Platform (DMP) is required to carry out an extended audience track.

FacebookAds or Google Adwords are commonly used and when deployed, they search for look-a-likes. To do this, the systems handle user registered data and behavioral analysis.

Moreover, a good target audience clustering, together with the chance of reaching the user through native and more personalized mobile formats (guaranteed by programmatic) promote a major user interaction. Ultimately, all of it contributes to further return on investment…

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In UX we call it design persona

In design projects, many players have already highlighted the importance of user empathy and behavior knowledge as necessary conditions.

There are many mechanisms which may be adopted to achieve the design persona, including blind tests and interviews. Once the persona has been defined / designed, user archetypes are built and these should be a permanent guidance for the overall designer team.

In conclusion, design-personas and look-a-likes go beyond traditional user models, exclusively based on demographics. These complex depictions are drawn from psychological analysis and are strategic to turn users into customers.


Don’t Fiddle with Loading Speeds

Loading

Loading speeds are a sensitive issue and users are not willing to put up with slow webpage loading times. Overloaded or poorly developed websites make user experience a real nightmare.

On the other side, content editors, producers and web designers struggle to offer users their creations in the best possible quality. Often, this entails embracing high definition, which makes contents even heavier.

New generation mobile networks are here to increase speeds and to decrease loading times. Currently, 4G may reach 300 Megabits per second and it also ensures that streaming contents experience less frequent cuts, in contrast to 3G. Moreover, 5G will multiply by 250 the current 4G network's speed. However, its kick off in Europe is expected for 2020.

Optimum loading speeds are actually one of the core requirements when designing the best user experience and this has been taken very seriously by leading market players.

Google does not take slow for an answer

Slow web loadings are one of the most common reasons for Google to stop redirecting visits to a particular website. More precisely, Google implemented AMP (Accelerated Mobile Pages) as a platform aimed at improving mobile website performance and as a tool for web developers to decrease loading time frames.

In addition, Google’s research portrays that 22% of the website visitors may abandon a particular website, if it takes more than 3 seconds to load.

If Google says so, so does Facebook

As Facebook cannot be outdone by Google, the social network has closely followed the Internet giant’s steps and will actively punish those websites which register slow behaviors.

Using its newsroom as its official communication channel, Facebook recently stated that loading speeds will start having an impact on the website’s position in the feed. In addition, Facebook announced that estimated load time, taking into consideration the person’s network connection and the general speed of the webpage, will be determinant. From now onwards, Zuckeberg’s firm reveals that remarkably slow webpages could suffer decreases in referral traffic, since these will be considered as mobile-unfriendly.

According to our Chief Technical Officer, Ángel Fradejas: “Google’s and Facebook’s guidelines are the outcome of an active market listening. Loading times are a top priority because regardless of content quality and price tags, if loading times fail, so does everything else. The user will not accept slow loadings, especially if the user search is leisure oriented. It’s become a matter of respect, that's all.


Storydoing: the Content User’s Voluntary Assignment

A couple of years ago, all content creators and distributors developed their activity around the idea of storytelling. This entailed that companies, marketers and content creators were to promote narratives around their brands and products as a way of reducing the gap with their audiences.

Now, content users do not longer want to stick to their traditional reception role, i.e. many videogamers, not only play but also actively share improvements or new ideas on how a videogame could develop. In this sense, users have become the content producer’s most influential doers and in some cases, have become the creators themselves.

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Our Chief Marketing Officer, Carlos Buil explains the  user’s new role, with 3 interesting ideas:

The so-called “Attention Economy”

It’s the notion that explains that our attention is saturated. This idea was already developed by Herbert Simon in 1971 and now is obviously related to  the unlimited accessible content guaranteed by the Internet. For this reason, users are more willing to allocate their time, which is scarce, as doers, rather than as bystanders.

The Social Media Supremacy and the Search for Authenticity

It’s undoubtable that the social media have contributed to open direct conversation channels between creators and users. Thanks to them, customers and users no longer listen to a narrative, but actively take part in them instead. Sometimes, content creators request consumers to co-create using social media as the platform to do so. In this regard, the Spanish Hotel Group Meliá  has currently implemented a new Marketing strategy through which the firm will work directly with their followers, who will be the ones to co-create the brand`s social media content. In addition, Amazonm te biggest ecommerce player counts on users to promote items relying on buyers to evaluate, share and recommend all their web products.

It’s all about Experience

Users and customers are more and more willing to pay for experiences, in which they temporarily become protagonists. Virtual Reality videogames, specifically eSports are one of the most remarkable examples of this trend. They accurately depict new user profiles, who are disconnected from one-way formats, such as traditional TV and search for a comprehensive experience in which they become the storydoers.

A new breed of users has been born: The doers. This is a long-term phenomenon which all marketers must seriously consider if they want to properly address the new content users.


Telecoming: one more year among the Top 100 Best Spanish Workplaces

  Post AE  

We are officially ranked for the second year among the Top 100 Best Spanish workplaces in Actualidad Económica’s prestigious Ranking.

The key to success entails a road towards ongoing achievements. If last year we were included in the 92nd position, in this year’s edition we have climbed 27 positions and we are ranked in the 65th.

To be placed side by side with outstanding companies such as EY, BBVA or Telefónica is a great honour and further encourages us to make even more progresses.

Above all, this acknowledgement recognizes our commitment to train and involve our employees, as the basis for a long-term collective and sustainable growth.

Our corporate culture is based on the notion that each of our individual talent’s professional growth contributes to the whole company’s.

Firstly, we want to convey our special gratitude to our employees, since their commitment with progress is 100% reciprocal. Secondly, to Actualidad Económica’s jury for this great recognition and thirdly, to all of our business collaborators for their trust in us.

In addition, we are really proud and thrilled to share this new success with you!

   

Assessing the Spanish Internet User´s Maturity

It's undoubtable that online purchases and digital content consumption are familiar realities which are here to stay. Nonetheless, not so long ago, the Internet user's consumption habits were, by far, different to those that have installed in their everyday lives over the past years. For instance, 78% of Internet users in 1996 had never carried out an online purchase.

The smartphone has been a decisive device which has broadened internet connection opportunities and changed the user's digital content consumption routines. This idea pushed us to analyze the Spanish internet user's transformation over the last 13 years. This evolution has been tracked from the data collected by the AIMC on internet users as well as from Promusicae´s most recent market figures. We have also paid special attention to the changes in the Spanish user's attitudes towards payment vs free digital contents.

The following are some of our key findings, which you may further explore, by accessing our full report:  Assessing the Spanish Internet User's Maturity.

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The frequency of Online Purchases has drastically increased

The credit card remains as the preferred payment method for 85% of Internet users during 2016,  followed by payment platforms (50%), money transfers (11%) payments on delivery (9%) and the mobile phone (3%). Moreover, 44% of Spanish Internet users have made some sort of online purchase over the past week. This is extremely remarkable given that 20 years ago 78% of the Internet users hadn´t ever bought online.

The Mobile Phone was the only Payment Method which grew last year

Between 2015 and 2016, credit cards, together with payment platforms grew by 5% and 10% respectively. However, their growth among users freezed in 2016, leaving the smartphone as the only payment method to have experienced growth.

User's preference for Paid Digital Content is Rising

Exciting user experiences and high content quality are becoming the new Internet user's consumption drivers. They are decisive for the paid digital content's gradual supremacy over free content. More precisely, free content viewing has dropped by 21% between 2011 and 2016.

We are proud to share our market views and we will carry on promoting insightful user - focused research which humbly contributes to a better understanding of the current digital contents' landscape. Furthermore, we are determined to share our insights on Internet users as a means to encourage sector know-how.

   

We are a Case Study for Europe

  Wining Business

The European Business Awards organization has included our company in the third edition of their Case Study Collection as a European business model reference.

We are really proud to be included, alongside other companies which are real success stories within their different sectors. In this sense, we appear as a company which anticipated the mobile revolution and which looks after it’s team.

Our Managing Director, Cyrille Thivat explains the relevance of our talents “They’re able to do brilliant things together and they have built the company. They are our most valuable asset – that’s why we put so much effort into our hiring and loyalty strategy”.

The Case Study Collection portrays our company's start, how our activity has evolved over the last years, our services and our ongoing market growth. Moreover, it sets the spotlight on our carefully structured growth. We are delighted to share this year’s complete Case Study Collection and we hope you'll find it inspiring! You can check Telecoming's Case Study on page 102. Enjoy!