KOLKATA: Cisco Video Technologies India, an information technology (IT) company, which had garnered a market share of around 51 per cent in the first two phases where more than 40 million cable TV homes were digitised in India, is looking at achieving the same market share in the remaining phases of digitisation, i.e. phase III and IV, which is mandated to be completed by end of December 2016.
The company is bullish on growth from the Indian cable TV digitisation market, said a company official in Kolkata.
Talking about the trends of digitisation taking place in phase III and IV, which includes rural places and non-metro locations, an official from the US-based technology major said that there are certain pockets in the country, which are looking for high end services and are not just eager to install set top boxes (STBs).
Speaking on the sidelines of the Cable TV Show 2015 in Kolkata, Cisco senior product manager Aunindo Ghosh said, “In the next two phases there is a requirement of 75 million homes to be digitised and if not more, we will aim to maintain the same market share of around 51 per cent.”
Also, with the demand of digitisation coming from municipal and rural areas in the phase III and IV across the country, the headend market is redefining itself in India. Cisco, in order to cater to these two phases, has done several innovations to enhance the consumer experience.
Cisco Videoscape transforms the video technologies around the world by providing high-impact video experiences. “With Cisco Videoscape customers can not only compete, but have the potential to lead the market as it will help them to grow their business by attracting more revenue per user with spectacular video experiences. Cisco recognises that each market and subscriber base calls for different subscriber experiences and therefore, includes a range of end-to-end solutions,” said Ghosh.
Highlighting the challenges in phase III and IV, Ghosh said that it would be a bit difficult for the company to spread awareness, while stressing on the fact that these phases are low ARPU markets.
Talking about the phase I and II of digitisation of cable TV, he said those two phases were implemented in the right frame of mind. “The players adhered to the MIB rules. Phase I and II were well coordinated,” Ghosh said.
Some of the clients of Cisco are Siticable, Hathway, Den, KCBPL-GTPL, and Patna-based Darsh among others. Cisco is also looking at offering its “Videoscape Express” - integrated services to cable TV operators by upgrading its existing networks.
