LoveFilm strategy shifts from physical media to streaming

LoveFilm is “nudging” its business on a “day-to-day” basis as it looks to shift its strategy from renting out physical DVDs and games to streaming content online.

/u/c/k/lovefilm160.jpg

The company is set to launch an ad campaign promoting the launch of its service on LG internet-connected televisions, the next shift in its move to change consumers’ behaviour when it comes to watching films.

Simon Waldman, LoveFilm’s group product director, said at the IAB Engage conference in London today (3 November) that internet connected television is the next “disruptive shift” in the way consumers and marketers interact with media.

He added: “Our business has always been about disruption…the best digital products make magic seem normal. That was the reason I joined LoveFilm, the customer is so fascinated [with the service]…it’s a kind of magic.”

Waldman added that the other disruptive shift in businesses and marketers’ use of technology is the “explosion” of different connected devices entering the market, which is driving changes in consumer behaviour.

“Digital businesses used to just start with a website. We are now going to have digital portfolios – apps, tablets, mobiles – what will be smart is the way you get these devices to work together,” he said.

The “disruptive” changing nature of technology means companies must not focus on analysing competitors and formulating multi-year business plans; instead they should continue innovating with customer data at the core of any new development, to meet the sometimes unexpected changes, Waldman said.

“Everything stems from how you approach the next year, it’s not about the long term…the trick is not to sit there analysing more and more, the trick is to continue innovating,” he added.

US online video streaming company Netflix is due to launch in the UK next year.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here