DEG Q&A | Meet Special Board Advisor Raman Abrol of Vubiquity

DEG Q&A | Meet Special Board Advisor Raman Abrol of Vubiquity

March 27, 2024 | Tech veteran Raman Abrol recently joined the DEG Board of Directors as a Special Board Advisor, bringing a unique perspective on content technology solutions and consumer experience. Abrol is CEO of Vubiquity and General Manager of Amdocs Media. He is responsible for the media and subscription businesses at Amdocs, overseeing sales, operations, technology, development, delivery, and customer satisfaction. Working with major studios, D2C platforms, broadcasters, networks and service providers, Abrol and his team deliver innovative content technology solutions to help consumers enjoy content in the best possible way.

Prior to joining Amdocs, Abrol held senior positions at Tech Mahindra, Comverse, and other technology companies.

DEG recently caught up with Abrol to discuss the transformation of content delivery and consumer experience, including the role of generative artificial intelligence in the digital content delivery supply chain.

DEG: You were recently appointed to the DEG Board as a Special Board Advisor. What additive perspective do Amdocs and Vubiquity bring to the Board, and how do you think you can best contribute to the community? 

RA: Vubiquity (part of Amdocs) has an extensive, global customer base of telecommunications and media and entertainment companies providing a broad range of Gen AI and SaaS driven solutions such as content processing, licensing and distribution, consumer monetization and subscriptions. This, coupled with core Amdocs expertise in 5G network platforms, CRM and billing products, provides us with a unique perspective on consumers’ preferences across the world among key demographics. I am hoping to leverage this understanding and perspective to enrich the DEG community.

DEG: With the proliferation of new streaming services continuing, and subscriber acquisition costs and churn rising, what can content owners and platforms be doing to reduce friction and increase engagement for entertainment consumers?

RA: As the space continues to evolve in 2024, without a doubt bringing at least one more merger of streaming providers, I believe we’ll see a further fusion of ad-based content, interactive experiences, and evolving pricing models, marking a significant shift in the streaming paradigm. Some of these changes will be like cable, while others will unlock new ways for consumers to interact with their entertainment.

DEG: How is streaming, in combination with AI and mixed reality, positioned to transform consumer experiences with sports and entertainment content?

RA: Communication and media providers have an opportunity to reimagine their services, leveraging ecosystems featuring Gen AI, mixed reality, and other immersive experiences. With this, pricing dynamics of streaming services are set to undergo another transformation, mirroring the shift witnessed with premium content like live sports. In fact, our data shows that Gen Z and Millennials are especially interested in new experiences enabled by mixed and virtual reality. For instance, 35 percent of viewers are interested in a VR/MR/spatial computing experience that enables them to watch events like the Super Bowl as if they were there. Millennials are the most interested (45 percent), followed by Generation Z (40 percent), with baby boomers being the least interested (19 percent). As interactive experiences powered gain prominence, they will be priced as premium offerings, and potentially as individual, a la carte experiences to buy for major events.

DEG: Gen AI is currently such a hot topic in terms of content creation. How are you seeing it impact the digital content supply chain, in terms of internal processes like customer service, network optimization, efficiency and security?

RA: Gen AI is a hot topic because it holds so much promise for our industry. Unlike many previously hyped transformative technologies, with Gen AI we are already realizing tremendous value across the entire supply chain. Like many companies, we’re taking a best of breed approach to implement the best technology of our vendor/partner community and building our own intellectual property. We’re already seeing meaningful impact in each part of the supply chain. To cite some examples, with our own localization business we’re seeing 40 percent efficiency gains in transcription, enabling costs savings that we’re able to pass on to our customers. We are now able to scale 10 to 20 times with what today is a small team of internal resources, by implementing Gen AI tools across components of the supply chain such as compliance and editing. Also, we’re able to offer our customers new services to interrogate their entire libraries, a feature which prior to Gen AI, would have taken thousands of person hours to perform.

DEG: When you take your media CEO hat off, what helps you relax?

RA: I’m not able to take the hat off that often, but when I do, spending time with most important people in my life – my wife, daughters, close friends and family, is what helps me to relax.