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MEDIENMITTEILUNG
2007
Media Convergence as a Business Principle: HSE24 Focuses on Video-on-Demand and IP-TV in the Online Shop
Shopping Station streams product presentations from TV programming on www.hse24.de
Munich, 15 March 2007 HSE24 is enhancing its multi-channel strategy: Data produced digitally in the shopping station's live shows is used consistently also in the Online Shop to capitalize on the convergence of these two media for the customer. Visiting www.hse24.de, the user has the choice of live streaming by IP-TV (available since the end of 2004) and a Video-on-Demand library presenting both complete shows and the original presentation of individual products.
In this process multi-media product presentations reinforce the purchase message: "Customers using the moving picture choose a specific product almost twice as frequently as the online shopper who does without moving pictures", states Dr. Konrad Hilbers, the President and Chief Executive Officer of HSE24. "Keeping data available for multi-media use and consistently adapting new broadcasting technologies in the internet, we have established the basis in recent years for presenting products to our customers today in such a user-friendly style."
The streaming offers provided on www.hse24.de enjoy growing hit rates: on average, prospects click on to the live stream of the current programs no less than 60,000 times a month. "What makes this trend even more remarkable is that the majority pf HSE24 customers are older than the average user of the internet", states Konrad Hilbers.
Developing and introducing technologies with feedback channel capability, the shopping station is also creating another important facility for future development in a world of converging media. Since the end of March 2007, customers of HSE24 have been able to place their orders by mobile phone through two channels: Using the interactive Blucom added-value service operated by the Astra satellite facility, the customer receives offers in the ongoing sales program directly on the display of his mobile phone and is able to place his order simply by pressing a button. Using the new SMS Ordering service, in turn, the customer can place his order directly by a short messaging service, specifying the customer and product number.