Datamatics Drives Digital Entertainment Innovation for India’s Telecom Leader

The client, one of India’s foremost telecom giants, has been at the forefront of reshaping the country’s digital communication landscape. This telecom leader has redefined what connectivity and content consumption look like for millions. As part of its digital strategy, the company launched a robust video streaming service aimed at capturing India’s diverse and rapidly expanding OTT audience. With an impressive portfolio of over 600 channels spanning 15 languages, the platform sought to become not just a source of entertainment, but a daily digital companion for users across geographies, cultures, and preferences.

The Challenge: Barriers to Seamless CX

Despite its strong market presence and content-rich platform, the client’s existing video streaming app began to show cracks beneath the surface. Users reported sluggish performance, buffering issues, and inconsistent streaming quality—factors that, over time, chipped away at the customer experience.

For the CIO, these challenges weren’t just technical—they were strategic. The platform’s growing user base demanded not just content, but a seamless, high-quality digital experience across devices and bandwidths. With a fragmented tech stack and legacy architecture, delivering that vision became increasingly difficult.

At the same time, there was mounting pressure to expand the service portfolio. The company aimed to move beyond a one-size-fits-all model and create specialized mobile apps for music, cinema, and TV shows—each tailored to its unique audience. But doing so required a foundational overhaul, not just in code, but in capability.

The urgency was clear: the customer experience (CX) had to be reimagined, the mobile app re-engineered, and the platform future-ready—all while keeping costs aligned with financial KPIs under the CFO’s watchful eye.

The Solution: Streaming Performance Boost

To meet the client’s ambitious vision and address critical performance gaps, Datamatics embarked on a complete transformation of the existing mobile app ecosystem. The flagship video streaming app was not just rebuilt—it was reimagined from the ground up with a laser focus on performance optimization, scalability, and user-centric design.

The newly engineered app delivered a frictionless streaming experience, offering users seamless access to one of the widest collections of live TV channels across genres—from news and entertainment to sports and regional content.

In parallel, a brand-new music streaming app was developed to cater to the diverse auditory preferences of the Indian market. This dedicated platform provided unlimited, ad-free access to a rich library of tracks across 15+ regional languages—offering personalization at scale and creating space for deeper user engagement across language demographics.

Together, these initiatives laid the foundation for a multi-platform digital entertainment strategy—one that was agile, content-rich, and deeply in tune with the needs of today’s mobile-first consumer.