Claro TV+

Latin America’s largest telco, Claro, went gone live with its next-generation over-the-top (OTT) entertainment service for Brazil. Super-aggregated service ClaroTV+, offers over 125 channels and is available via Samsung, LG, Android TV Smart TVs, and on Fire TV with Roku soon to be launched to Claro’s over 23 million subscribing homes.

Claro, part of AméricaMóvil group, appointed 3SS as its long-term technology partner and systems integrator for this wide-ranging project – 3SS’ biggest-ever deployment in terms of user reach. Claro deemed 3Ready the best solution because it enables fast time to market, with a roadmap and vision that aligns with Claro's ambition to deliver an agile and compelling service which customers will love for the longterm.

Sophisticated and personalized viewing experience‍

Claro TV+ combines a rich array of content and features to create a world-class entertainment proposition for Brazil’s consumers.

The 3Ready powered apps feature an intuitive, appealing experience across all Smart TVs & Streaming Devices, tailored to Claro’s brand and UX, supporting all business models (including AVOD, Premium SVOD, TVOD, EST) and content partner integrations. 3SS worked closely with Claro, co-defining and co-designing an engaging viewer-friendly UX based on the 3Ready Design & Experience System.

The new UI/UX is powered by the multiple award-winning 3Ready Product Framework and 3Ready Control Center for real-time UX management and content curation.

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3SS delivered in just eight months‍

3SS orchestrated multi-party technology integration. The close partnership between Claro and 3SS enabled the service to launch in only eight months. Claro is now providing all the OTT content subscribers desire wrapped up in a highly intuitive, personalized UX, with 3Ready Control Center enabling unified experience management and real-time control. ‍

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3Ready Control Center for real-time UX management and content curation‍

Claro chose to deploy 3Ready Control Center, 3SS’ powerful and highly automated user experience optimization system. Claro benefits from real-time management over presentation of content, features and branding of all apps from one unified location. It can efficiently A/B test, adapt and improve its service based on feedback. It can evaluate audience reaction to apps individually or even by customer segment, so it can speedily test new features and modify the service with assurance of user acceptance.

Claro can also curate content from all sources including third-party content providers. With 3Ready Control Center, time to market is faster, services are easy-to-manage, stable and scalable, and UX across devices is harmonious.

Claro is additionally benefitting from the 3Ready Mediation Layer. This is a cloud-based component in the 3Ready platform that acts as a gateway between the operator’s system elements and the 3Ready apps and Control Center. It allows Claro to manage system components with less effort while significantly enhancing scalability. Deploying 3Ready Mediation Layer creates system modularity and enables the flexibility to connect additional third-party or operator-specific backend services.
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Benefits of agile product development and SAFe‍

Claro benefited from 3SS’ expertise and certification in modern agile development methodologies, including SAFe (Scaled Agile Framework).

SAFe makes delivery a more iterative process than seen in traditional development, involving a high level communication, cross-party planning and common risk management. With SAFe, all those involved in a project benefit from a clear understanding of their responsibilities and their inter-dependencies. The results are a highly motivated and productive team, more efficient development and superior products for consumers.