Early problems emerge with Shomi service

Some TV-industry analysts who are among the early adopters of Rogers Communications Inc.'s and Shaw Communications Inc.’s Shomi are detailing problems they've experienced with the streaming service in its first weeks. Broadcasting consultant Kelly Lynne Ashton said in an email she experienced problems setting up the online streaming version of the service due to issues with cookie recognition, though that was later fixed. She added that the recommendation engine will also offer irrelevant suggestions, like out-of-order episodes of a TV series that is already being followed. A significant problem is the lack of coordination between the version of the service available through the set-top box and the version available online, she said, where the streaming service doesn’t keep track of viewing on the set-top box, and vice-versa. Shomi, which launched Nov. 4, operates under the CRTC’s digital-media exemption order as an online service, but because it’s also available through the set-top box, it follows the regulations and requirements of Rogers' and Shaw’s existing video-on-demand (VOD) licences. “They’re operated like two separate services, with no syncing between them. But they market it as if it’s multi-platform, and I think that’s going to be a real problem … for the consumer,” Ashton said in a phone interview. She described the launch as “rocky.” “We’re used to Netflix where in the middle of watching an episode you can stop watching it on your television and go finish watching it on your iPad or your phone or whatever,” she said. She said that’s more of a “fundamental flaw” in the business plan than a glitch. Mario Mota, a TV-industry analyst with Boon Dog Professional Services, said in a phone interview that he couldn’t watch the service on his set-top box and had problems cancelling the free trial. Mota said the service could have been launched too soon and, given his experience, “that all points to me as a service that just was not ready for prime time.” “My view is you just never launch a service when, technologically, it’s not sound,” he said. Mota also experienced issues with Shaw customer service being misinformed about whether the free trial is offered on the set-top box, and a lack of communication between the TV providers and Shomi. For instance, when he attempted to cancel his free trial, Rogers' records showed Mota didn’t have a trial, while Shomi’s records showed he did, though Shomi couldn’t cancel it because it was a billing issue. “It sounds like Shomi and Rogers aren’t talking to one another. The systems aren’t in sync,” he said. “What essentially it’s done for me, it means Shomi’s just not in my cards as a consumer,” he said, noting that he didn’t know how widespread the problems are. “But certainly, that’s not a good way to launch a new product. And you’re off to a shaky start if that’s the case.” Mota added his experience pointed to problems more significant than the usual glitches that accompany new products and services, though he noted the service has worked for other people he’s spoken to. “It doesn’t take much,” Mota said. “It could take half a dozen to a dozen consumers having the same kind of frustrations that I do. They start sharing that news with their family, friends and on social media, and all of a sudden the entire world knows.” He pointed out that customers have other options to turn to, including Netflix Inc.’s over-the-top (OTT) service and Apple Inc.’s iTunes. BCE Inc. announced details Wednesday about a rival streaming service, called CraveTV. At $4 a month, it’s half of Shomi’s $8.99 price. It is set up in a similar way to Shomi, with a VOD version available through the set-top box and an online version accessible through computers and mobile devices. It will launch Dec. 11. “It’s a real shame, because, obviously I work in this industry, I want to see this industry succeed," Mota said regarding Shomi. "I truly want to support a Canadian alternative, but it’s got to work for me and my family as a consumer." Ashton said part of the problem is that Shomi isn’t the first streaming product on the market. “Now there’s an expectation that the service is going to be at least comparable to what you’re getting with Netflix,” she said, adding that significant bugs early on mean the service could lose early adopters. “Those are the people who would turn around, most likely, to tell all their friends, 'Hey, this is great. It works,' " she said. “So I think it’s going to be a problem. “I think it’s significant that the early adopters who are within my social media network are, in large numbers, having problems. We’re the testers,” she said. “Will that have significant problems with the general population? Only if this continues, and when the general population decides to sign up, there are still problems.” Ann Tebo, Shomi’s director of product management, said in an emailed statement that “the overall feedback from members has been overwhelmingly positive” and that the service is “working very hard to resolve any issues quickly so that we can provide our members with the best possible experience.” She added that while viewers using online platforms can resume viewing at the same spot where they stopped or paused, set-top box content “is separate and therefore resuming at the same point from an Internet connected device to the cable box isn't currently possible.” “However, our customers are thrilled that they can watch on their cable box since viewing on the box does not use any bandwidth and it doesn't affect their monthly data usage,” Tebo said. — With reporting by Anja Karadeglija at akarad@thewirereport.ca and editing by Derek Abma at dabma@thewirereport.ca

Early problems emerge with Shomi service

Broadcast | December 4, 2014

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