Orlando -- Seems like there's a new app coming out every day in cable -- from MSOs and programmers alike.
What that means for cable subscribers is "app confusion," says UXP Systems founder and CEO Gemini Waghmare. The solution? UXP is pitching operators on its Multiscreen Interaction (MINT) platform, which pulls together MSO and third-party apps -- such as WatchESPN or HBO Go, or those for Twitter -- into a single, centralized interface.
"Operators are really intent on unifying that experience," he says. "Operators can't release more apps, because that dilutes their value as an aggregator."
MINT handles authentication and adds personalization (for example, for multiple members of a subscriber household) for back-end services and content. "This is table stakes for the next generation of second-screen apps," Waghmare says.
So far, UXP has announced two customers: Cable Bahamas and Columbus Communications. Waghmare says more are in the pipeline in the U.S. and Canada.
The MINT platform is available for iOS, Android, PCs and Macs, and UXP is developing support for cable set-tops, according to Waghmare.
Why couldn't MSOs develop a unified app themselves? They could and some are, Waghmare says, but it comes down to the build-versus-buy question of "time and money."
UXP, founded in 2010, is based in Toronto. The company has 40 employees.
Asked whether its small size is an issue for some operators, Waghmare says UXP works with large partners -- including Amdocs -- to get the system integrated.
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