The New two puntocom Spain pioneers bet: "entrepreneurship has a glamour that does not correspond to reality" - Last week was presented at a press conference Tivify, a new digital TV platform that offers, in exchange for a subscription, a content aggregator and the ability to watch TV channels on demand as if it were a catalog of Netflix more.
Behind Tivify is TVUP Media, a company involving two pioneers of cable television and the Internet in Spain. One is Francisco Sáez, who has been working at Telefónica for 20 years in more than a dozen countries, promoting products such as internet television. The other is Eudald Domènech, whom the newspaper defines as one of the country's first internet entrepreneurs.
"The first idea was to cover the distribution of television with new tools that technology offers us for proximity operators and virtual mobile operators (OMV)," explains Domènech. "Building such a platform costs money and time, and many times, even with both is not enough: you need to know the right levers for the majors to homologate you and there is no window to go to."
The idea of Tvup Media with Tivify is to offer proximity operators and OMVs a solvent TV offer so they can include them in their fiber offerings. A business to business (B2B) that has been disrupted by the coronavirus health crisis. Although their business model continues to be based on agreements reached with these operators, Sáez and Domènech announced mid-last week the launch of Tivify as an autonomous platform for end customers.
"With the alarm state the portabilities are blocked. Everybody home. The operators asked us: what were they going to hire us for if they couldn't do portability," sums up Domènech.
This is why TVUP Media launched Tivify in retail. The strength of the platform is the ability to watch TV channels such as RTVE or Atresmedia, and be able to watch all the contents broadcast in the last 7 Days— news, documentaries, programs, contests, movies or series-whenever you want in a kind of catalog similar to that of another VOD platform.
To achieve this, Sáez and Domènech have reached a series of agreements with publishers such as Atresmedia. One question is bound: at a time when many TV groups are betting on developing their own content platforms through paid subscriptions, why would they admit to a deal with a newly appeared platform?
New two puntocom Spain pioneers bet
Domènech makes a quick analogy, although he admits at first that, now, "it does not seem so obvious". "It's like when you make a website and tell Google not to index you." Another strength of Tivify for TV groups is that users will be able to watch on their platform the latest program of Jordi Évole in laSexta. But if you want to see those from previous weeks, you will have to go to Atresplayer —the platform of this company—.
"In the United States, a cost per thousand (CPM, in advertising jargon, the value of showing an ad to 1,000 viewers) is being paid in excess of 15 dollars," Domènech continues. Platforms like Tivify could be opening the door to"a new SEO".
Eudald Domènech is a well-known name in the technology sector and in the Spanish startup ecosystem. In the early 2000s, the newspaper El Mundo remembered Domènech as "the first internet entrepreneur in Spain", and with the nickname "cyber millionaire". In this article that still bears the envoys of the newspaper, It is recalled how Domènech managed to sell Telépolis, one of the last independent portals of the Spanish network, to EresMás for about 14.000 million of the old pesetas.
His partner, Francisco Sáez, entered the world of television "from a very young age". "I've always been very interested in seeing how things work." In fact, he remembers in this interview with Business Insider Spain how he set up a community cable on his ladder to share his Beta video. "Mine is vocational," he smiles. In the year 95 he joined the Department of innovation and development of Telefónica, just when InfoVía was born.
As he watched Infovia's birth, Domènech was providing network connection with ServiCom. "The big difference with now is that when I went online I did it because I needed it." Domènech then worked in an advertising agency in Vic, 70 kilometers near Barcelona. "Every time I had to show a logo proposal to a customer, I had to take the car to Barcelona," he recalls. The fax wasn't enough.
"The first time I saw an email was in the spring of' 93. And I didn't see the internet; because it didn't exist then. What I saw was the opportunity to save me 140 kilometers every time I had to go to Barcelona."
ServiCom first, Infovia later: the internet took its first steps in Spain and its coat were born experiences like the Cyber Cafe, considered the first cyber cafe in continental Europe and that was in the Financial District of Madrid.
About 30 years later, the roads of Sáez and Domènech have crossed. They had heard about each other, but they came across as consultants and technology consultants and startups and detected a market that in Spain was not yet being exploited.
That's how Tivify was born.
With these mimbres, Sáez puts his technical and international experience and Domènech their entrepreneurial spirit, as they recognize themselves. "Working 20 years in a multinational is not what encourages you to be an entrepreneur," Sáez laughs. Domènech himself puts his tanned experience in the business ecosystem. "And with this, being clear, we have mapped out a path that is the one we have just inaugurated."
The road to Tivify will not be easy, though. There have been many attempts by Spanish companies to enter the world of digital television. Sáez points to the technical rigor that must be handled to satisfy the majors when it comes to ensuring that their contents will be secured and not be pirated. And Tivify, in addition to integrating channels-and premium channels, in its B2B solution for operators, Tivify Pro-also adds VOD platforms such as Netflix, HBO, Amazon Prime Video or Disney+.
Domènech himself tried his luck at the head of similar business experiences in the television field, such as Inouttv or TotalChannel. He recognizes that they will now have to show solidity and confidence to all their stakeholders.
"Why Are we going to succeed when Sky Spain just left?"asks the entrepreneur.
One possible answer is that we are in 2020.
"The evolution of the general ecosystem of internet technologies in 25 years has been brutal," says Saez. "It opens up a lot of possibilities: we developed a product that worked in six months. There are lots of opportunities and we didn't have to start from scratch: the technologies are widely standardized and adopted by the industry, and they are also open." "25 years ago the investments were brutal, there were very few things to invest in and the results were very little interoperable with each other," he acknowledges.
However, decades later, Domènech also wants to break down a myth. "In the world in general, and in Spain, which is where I see it up close, I see that entrepreneurship has a glamour that... it does not correspond to reality." "Undertaking is difficult, it is very hard. The fact that everything starts with a happy idea is only a part, just 10% of the potion," he says.
Therefore, ditch: "what we want to do is what we know how to do. Providing a great user experience, which is what we want to have in our homes, that helps us deal with so much platform. And that the content you recommend is based on our tastes, and not based on the needs of anyone to have to move one content or another. And from there, as far as we can."
New two puntocom Spain pioneers bet