FRUM

Because of the rapidly changing digital environment, the content distribution paradigm is shifting from provider-centered to consumer-centered concept, and consumer needs are gradually becoming more fragmented and diversified.

In order to respond to the rapidly changing paradigm based on content competitiveness and become the industry’s first mover, MBC commissioned FRUM to consult on everything from IP-based broadcasting service strategies to planning and designing in the N-Screen environment.

As a result of observing customers’ behavior, FRUM discovered that most customers use smart devices to search for information and browse their social media accounts while they watch TV, so we derived a service concept, “Watching, Talking, Sharing.” We designed a user interface that allows users to quickly and easily access the functions they want through the development of a “modular system” that categorizes core functions into modules and applies them to that interface, and established strategies needed for service innovation, including the “Big Head Content” strategy.

“pooq” topped iPad and iPhone App Store download charts within 3 days of launching. It achieved great success, and was selected as the #1 “Best Free App Ever” by Apple in Korea to celebrate its 25 billion downloads and as the best “Popular Free App” of 2012. MBC managed to solidify its position as the first mover in the industry by accurately identifying customer needs in the rapidly changing digital environment and providing unique services by reflecting these needs.