Belgian communications provider Proximus has contracted Bango and its Digital Vending Machine to help the company consolidate and expand its various subscription bundling businesses.
In an announcement this week, the companies said Proximus has already migrated its existing video on-demand services from its own platform to the Digital Vending Machine, which allows service-based providers to offer their customers a simplified way to activate, manage and bundle different subscription products.
Proximus previously managed direct integrations with individual streaming providers, which Bango said created operational complexity around maintaining integrations, implementing API updates and launching new services.
By moving to the Digital Vending Machine, Proximus will be able to onboard new content partners faster, introduce new subscription offers more quickly and manage its subscription bundles at greater scale. The platform also provides data and performance insights intended to help Proximus optimize future offers.
The migration has already allowed Proximus to expand its subscription video offering with additional options from existing streaming partners. Further expansion is planned, with more subscription services expected to be added over time, the companies affirmed on Thursday.
“At Proximus, we continuously look for ways to make premium entertainment more accessible and convenient for our customers,” Perrine Bichet, the Entertainment Lead at Proximus, said in a statement. “By leveraging the Digital Vending Machine from Bango, we can more easily expand and enhance our subscription bundles, including leading streaming services such as Netflix and Disney Plus, while bringing new content options to market faster and delivering even greater value to our customers.”
Bango DVM is designed to manage the full subscription bundling lifecycle for resellers including telecommunications companies, banks and retailers. The platform supports partner onboarding, upgrades, downgrades, cancellations and promotional offers through a standardized framework.
Bango CEO Paul Larbey said the Digital Vending Machine will allow Proximus to move faster in other parts of its business while Bango handles the heavy lifting of the subscription management platform with technology to effectuate more-streamlined bundling arrangements.
“Proximus gains a scalable platform that accelerates the launch of new offers and simplifies the addition of new partners,” Larbey said. “With access to a growing ecosystem of content partners and the flexibility to adapt customer offers quickly to market demand, Proximus can focus on delivering exceptional customer experiences while Bango handles the complexity of subscription bundling.”
Proximus Group serves nearly 3 million Belgian residents with phone and broadband offerings. One of its subsidiary businesses, Mobile Vikings, signed an agreement with Bango earlier this year. Other companies that use the technology include Verizon, Charter’s Spectrum, Comcast’s Xfinity, Optimum and Optus, according to public statements and marketing materials reviewed by The Desk.
Some of the subscriptions that are offered through the Digital Vending Machine include the usual slate of streaming providers — Netflix, Disney Plus, HBO Max and YouTube Premium, among others — and non-video services like Uber One, NordPass and LinkedIn Premium.
Studies conducted and promoted by Bango show a growing appetite among consumers in the United States and elsewhere for telecoms and other service providers to offer an easier way to sign up for and manage various monthly subscriptions. Some data offered by Bango proves that operating a subscription management platform and unlocking unique, value-additive bundles helps increase net promoter scores while lowering churn.
More Stories
- Bango adds LinkedIn Premium to Digital Vending Machine
- Mobile Vikings taps Bango to power new subscription management platform
- Bango: Higher streaming prices driving consumers to bundles
- Bango: Sports fans willing to switch broadband, wireless operators for easier access to games
- Bango: Consumers feel fatigue from unused subscriptions, seek lower-priced models
