- MT becomes latest NatCo to deploy Think360 platform for personalised TV viewing.
- ThinkAnalytics solution uses machine learning and artificial intelligence to gain real-time insight into consumer behaviour.
Magyar Telekom (MT) selected ThinkAnalytics to deliver recommendations, targeted promotions, and viewer engagement through its Magenta TV offering.
UK-based vendor ThinkAnalytics describes itself as a “hyper-targeted advertising provider” and “content discovery platform”. Its Think360 product will focus on bringing tailored promotions and recommended content to Magenta TV customers. The move is hoped to refine MT’s investment strategy for monetised content as well as delivering a more individualised user experience for its subscriber base of over one million. The tie-up comes less than a month after MT reported a 5.6% quarterly increase in TV customers in the period to 30 September 2022 (Q3 FY22).
The Think360 platform utilises machine learning and artificial intelligence to acquire real-time insight into consumer viewing behaviour. MT will deploy the solution across its MediaKind Mediaroom and MediaFirst platforms in conjunction with both ThinkUX and ThinkEditorial. ThinkUX provides an optimised mix of personalised content with popular and trending offerings, while ThinkEditorial delivers “curated carousels, campaigns, and lists”.
Samuel Sweet, ThinkAnalytics’ Chief Executive of Europe, Middle East & Africa and Asia‑Pacific, said that the deal was a testament to Think360’s “proven results”, adding that the “extension of our partnership with Deutsche Telekom demonstrates the importance of our tools to monitor, manage and deliver measurable personalised content and promotions”.
MT joins a host of Deutsche Telekom NatCos that have already deployed Think360. A broad deal was signed in 2019, with Hrvatski Telekom (HT) flagged as the lead in-Group adopter. HT added ThinkAnalytics’ software to its over-the-top television service MAXtv Go in July 2019, and later integrated it with its main pay-TV offering MAXtv (Deutsche Telekomwatch, #87). Other customers of the service include Liberty Global, Sky, and Vodafone.
