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MoEngage > Case Studies > Airtel Xstream's Growth Strategy: Leveraging MoEngage for Enhanced User Engagement and Retention
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Airtel Xstream's Growth Strategy: Leveraging MoEngage for Enhanced User Engagement and Retention

Technology Category
  • Platform as a Service (PaaS) - Application Development Platforms
  • Robots - Wheeled Robots
Applicable Industries
  • Telecommunications
  • Transportation
Applicable Functions
  • Logistics & Transportation
Use Cases
  • Last Mile Delivery
  • Real-Time Location System (RTLS)
The Challenge
Airtel Xstream, a video streaming platform, was faced with the challenge of increasing user engagement and retention on their mobile platforms. The platform, which offers 350+ Live TV Channels, 10000+ Movies, 100+ TV Shows, Originals, and more, was looking to revolutionize the mobile entertainment streaming landscape. However, the COVID-19 pandemic had significantly reshaped user content consumption patterns. The Growth and Content teams at Airtel Xstream were tasked with growing engagement on the Android and iOS mobile apps while retaining newly acquired users. Their primary focus was to increase content consumption, measured by 'Streamtime' and 'Streamtime-per-subscriber' metrics. Additionally, they aimed to improve the N-day Retention metric, which tracks the number of users who have opened the Xstream mobile app and consumed video content at least once within a period of time.
About The Customer
Airtel Xstream is a video streaming platform owned by Airtel, one of the leading telecommunications services companies in India. The platform was launched with the aim of revolutionizing the way people experience entertainment and reshape the mobile entertainment streaming landscape. Airtel Xstream offers a wide range of content, including 350+ Live TV Channels, 10000+ Movies, 100+ TV Shows, Originals, and more. The platform is accessible via iOS and Android mobile apps, and it currently serves over 17 million people. The Growth and Content teams at Airtel Xstream are responsible for growing engagement on the mobile apps and retaining newly acquired users.
The Solution
To address these challenges, Airtel Xstream leveraged MoEngage, a user analytics and engagement platform. MoEngage's Express Campaigns feature enabled the teams to send real-time communication during major live events, directly improving the Streamtime and Streamtime-per-subscriber metrics. For instance, during the India-Australia cricket series in December 2020 - January 2021, Airtel Xstream sent out Express Campaign Push Notifications, achieving high click-through and conversion rates. MoEngage's unique Push Notification delivery technology, Push Amplification+, ensured maximum reach, with delivery rates as high as 90.6%. The teams also used MoEngage's in-app interstitials, MoEngage Nativ, to inform logged-in users of the live event. To improve user retention, the teams used MoEngage's RFM modeling to analyze and segment users based on their recency and frequency of app usage. They also leveraged personalization, tailoring content based on the user's geographic location and adding the user's name on the Push Notifications.
Operational Impact
  • The use of MoEngage's features resulted in significant operational improvements for Airtel Xstream. The real-time communication during major live events increased user engagement, as evidenced by the high click-through and conversion rates. The use of in-app interstitials effectively redirected users to ongoing live events, further boosting engagement. The RFM modeling and personalization strategies improved user retention by enabling data-backed campaigns and providing tailored content based on user preferences. The teams were able to win back inactive users and entice them to open the mobile app and consume video content. Overall, the use of MoEngage helped Airtel Xstream achieve their North Star Metrics for Growth, significantly enhancing their user engagement and retention strategies.
Quantitative Benefit
  • 40 million Push Notifications sent in a window of 2 minutes
  • 85.6% Conversion rate from mobile in-app interstitials
  • 61.4% User retention rate on mobile platforms

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