TVPage is Driving the Future of Online Retail
“We owe a lot to Thomas Edison – if it wasn’t for him, we’d be watching television by candlelight.“
– Milton Berle
About six months ago I was introduced to Allon Caidar, the CEO of an emerging growth company here in San Diego, TVPage. Here is what I learned.
Who is TVPage?
TVPage is a San Diego-based emerging growth company. TVPage offers its customers—primarily retailers who sell both in bricks-and-mortar stores and online—a video commerce network solution built on a proprietary video management and monetization platform. TVPage works with leading video content creators, brands, retailers and media companies to drive both branding objectives and sales from video across multiple properties and devices. Two of TVPage’s biggest customers are B&H—a large retailer of photography, video, and electronic equipment—and Tilly’s—a leading specialty retailer in the action sports industry selling clothing, shoes, and accessories. If you look at the Tilly’s web site, you will see an icon in the upper right hand corner that reads “Tilly’s TV.” A picture is worth a thousand words, and a video is a series of moving pictures. Take a look to get an idea of what I mean!
What does a “TVPage” look like?
The basic idea behind TVPage is to allow consumers to view video advertising and be able to make purchases of products in real-time while watching the video. In the Tilly’s TV example, you can see photos of featured products—such as clothing and accessories—in the right hand column next to the video available for purchase. Although this is a relatively simple concept, and the vision and idea have been around for quite some time, TVPage is making this vision a reality.
At a recent event, I heard a Tilly’s executive describe the challenges of doing business online. He said that the average attention span of someone looking at a web page is now 8 seconds. This is down from 12 seconds a few years ago. Millennials only spend 7 seconds. This is consistent with a Time Magazine article based on a Microsoft study You Now Have a Shorter Attention Span Than a Goldfish.
What does TVPage actually do, and why is it so innovative and important?
Although this may seem like a simple concept, there is a lot of technology required to make purchasing a product in a video, while watching the video, possible. It is important that a TVPage increases the time that a consumer spends on a page while also facilitating intended purchase. Some key technical and business questions addressed by TVPage are:
- What products are shown in the video?
- Are those products in stock? Are the products available on back order? When there is an out of stock situation, how is it managed?
- How best to ensure that pricing is current?
- How quickly can a retailer change feature videos to highlight the hottest products or address overstock?
- How does this integrate with the shopping cart and billing?
- What possibilities exist for tracking purchasing statistics like demographics, click-through, time spent per page, etc.?
- What engages consumers and focuses them on products and content?
- Which tools will facilitate the purchase transaction in real-time while continuing to make the video experience enjoyable for the consumer?
- What drives the most urgent and important advertising and promotional campaigns on the videos?
- How will consumers access content? Can the video experience be Search Engine Optimized (SEO)?
TVPage has built a proprietary platform with lots of intellectual property protected by patents, trade secrets, and industry know-how. This stuff is hard, but TVPage makes it look simple!
Tell us more about the TV Page Team.
Allon Caidar, the CEO of TVPage, is a serial entrepreneur in the content distribution and media sectors. Before TVPage, Allon was co-founder and CEO of Opticomm, a broadcast video systems company sold to EMCORE Corporation (NASDAQ: EMKR). Customers at Opticomm included NBC, Sony, Viacom, and ESPN. Prior to Opticomm, Allon was VP at Hotbar, an Internet media startup that reached over 20 million users in less than two years and was successfully sold thereafter. Before Hotbar, Allon was a venture capital attorney at Goldfarb Seligman, focusing on the Israeli high-tech sector. Allon has a Master of Laws (LLM) in Corporations from the NYU School of Law and a Bachelor of Laws (LLB) from the Sussex University School of Law in Brighton, England. Allon holds a registered US patent for the system configuration of video networks.
I had the pleasure of hearing Allon speak at a joint event held by Tilly’s, Oracle, and TVPage in Newport Beach a couple of weeks ago. I love Allon’s passion and style. He knows how to clearly articulate how the TVPage value proposition is solving problems for his customers.
The TVPage team is based in San Diego, California. The team has experience in eCommerce, retailing, software, and Internet technology. They are passionate about improving video marketing, monetization on a grand scale, and changing the way that people shop and buy things. TVPage is actively pursuing new customers and opportunities.
What attributes make an emerging growth company a great investment, and how does TVPage stack up?
When evaluating businesses, I look for a big market growing fast. I look for a key customer pain point, and a unique value proposition that addresses the customer issue. I look for a passionate and dedicated team that has specific product and market knowledge. I look for a devotion to servicing customers. I look for the product to have intellectual property that can be protected and provides a sustainable competitive advantage. And, I look for a strong leader, a good board of directors, and industry insiders as advisors. TVPage has all of these things.
This stuff is really cool! Check it out!
What do you think about the TVPage concept? What cool and innovative companies and ideas have you seen recently? We’d love to hear from you and exchange ideas!
This is Patrick Henry – CEO of QuestFusion with The Real Deal…What Matters
This article originally appeared in The Consulting Masters.