Migo, a disruptive digital distribution service designed for emerging economies and mass markets, is using the Dalet Flex media logistics platform to manage its data delivery operation and geographic expansion.
Bridging the data divide for billions of consumers, Migo offers a variety of premium video content for download over local WiFi hotspots called Migo Download Stations (MDS) for offline viewing on mobile devices such as smartphones and tablets. The solution is currently offered in the Jakarta Metropolitan Area where smartphones are common, but high-volume content download or streaming over cellular is often not possible due to limited budgets or insufficient broadband infrastructure.
The cloud-based Dalet Flex platform, an integral addition to Migo’s tech stack, manages the complex video and metadata packaging requirements, ensuring delivery meets partner service licence agreements and compliance regulations.
“Migo facilitates what would have been an out-of-reach, expensive digital experience for the mass-market consumer segments, as a snackable and affordable product, and uses Dalet Flex streamline content package and delivery,” said Daniel Money, operations & supply chain director, Migo. “Dalet Flex is a strategic technology solution that manages our data delivery workflow, as we build an entirely new category for content delivery and consumption using a content delivery network that is telco-independent.”
Migo’s disruptive product is a downloadable ‘sachet’ of content-to-go. Consumers can download Migo content over a local public WiFi at one of the planned 100,000 proprietary kiosks located in small convenience and general stores throughout Indonesia. Once downloaded, consumers can watch offline anytime anywhere, without the need for an Internet connection. The approach is 40 times less expensive than the next best alternative.
“The initial in-house developed software stack, production and content distribution layer was a complicated, tiered design solution. There were many upstream and downstream dependencies that were always changing and initially we made the choice to design it in-house. This proved to be quite challenging to maintain,” added Money. “We looked again at the industry for robust and flexible content workflow solutions and were impressed with the Dalet Flex value proposition from the quality of the UI and breadth of use cases. Then I think what really sealed the deal though was the personal side – their technical sales team really impressed us.”
Dalet Flex’s native cloud architecture provided the immense flexibility that Migo needed to adapt to changes caused by the pandemic, while supporting its ambitious growth plans to scale to 1,000 locations this year. It serves as the foundation that connects Migo’s Taiwan, Philippines and Indonesia content operations with comprehensive media logistics capabilities fully orchestrating content packaging. With content priced to compete with a bottle of soda, Migo’s business model benefits from Dalet Flex’s precision in managing content to mitigate mistakes and optimise operations at every level. Hosted on Amazon Web Services (AWS), the end-to-end workflow simplifies the many upstream and downstream adjustments while providing transparency into the business.
“Migo’s business model adds another layer of complexity to the usual digital content packaging and delivery needs,” said Patricio Cummins, general manager for Dalet in APAC. “Dalet Flex takes care of the intricacies while enabling users to work collaboratively across locations thanks to cloud infrastructure. Migo can efficiently manage thousands of hours of content within its content warehouse while leveraging in-house integrations for transcoding and distribution.”