About
Kayo Sports (Kayo), part of the Foxtel Group, launched in November 2018, offering subscribers more than 50 sports instantly streamed at anytime.
Industry:
01
The Challenge
Kayo needed a sophisticated subscription billing system that was easy and intuitive for customers.
02
The Solution
Zuora developed a customer-oriented subscription billing system that enabled Kayo to successfully launch Australia’s largest live and on-demand sport streaming service.
03
The Benefits
A successful market launch.
“Time to deliver, ability to scale, and reliability were critical,” said Adam King, Kayo Sports’ Chief Data and Audience, Commerce Operations Officer. “Zuora gave us that confidence, based on speed at which we were able to complete proof of concept and have a system ready for launch.”
Kayo Sports launched targeting the streaming and digital generation of sports fans.
Part of the Foxtel Group, it is powered by FOX SPORTS Australia, as well as beIN Sports and ESPN. It delivers over 50 sports from Australia and overseas, all of which can be instantly streamed. Kayo was designed to provide a new way for Australians to experience sport when they want, how they want and where they want.
Kayo contacted Zuora and organised technical sessions to look at what capabilities Zuora could provide, how extensible and open its platform was, and whether it could support their use cases.
Since implementing Zuora, Kayo has benefited from:
- Rapid Time-to-Market: Zuora enabled Kayo to launch their product in line with the Australian summer cricket season.
- Agile Pricing and Packaging. Kayo is a true “child” of the Subscription Economy. Its custodians know that to thrive it must iterate. Zuora can support Kayo’s continual response to changing customer needs.
- Simple and Compelling Consumer Proposition: Kayo required an advanced technical solution, but one that offered the utmost simplicity for customers. Zuora provided this, giving Kayo the ability to offer potential Kayo subscribers two monthly recurring rate plans for launch — Basic or Premium.
Kayo Sports’ Chief Data and Audience, Commerce Operations Officer, Adam King, said that sporting seasons dictate the new company’s timeframes. Because of this, they chose a subscription partner with significant event milestones in mind.
“We wanted a consumer proposition that was simple and seamless. Demand is driven around live events so it’s critical people can sign up, sometimes just minutes before live events, and be able to watch the action.”
As Zuora Vice-President and General Manager of the Asia-Pacific Region, Iman Ghodosi, has noted: ”OTT has turned the industry, and the way people consume media, on its head. It gives the consumer the freedom to access the content they want anytime, anywhere on their terms. In the case of Kayo, that means streaming on whatever device you want.”
Since launch, reviews from the media and customers have been overwhelmingly positive. With the support of Zuora, Kayo intends to continue to delight their subscribers. As King notes, “The subscription-based model means we have to deliver on our promise to provide a great sports streaming service to keep subscribers coming back.”
