1 - Free VOD
Free VOD can support all VOD objectives - Uptake, Usage, Buy Rates and Platform value - Comcast Buy Rates went up 63 percent on movies after they launched free content.

2 - User Interface
A consistent, simple and easy to use interface is crucial to the success of your VOD product. Multiple entry points, with a single destination that can offer all VOD programming, are recommended.

3 - Promotional Channels
Promotional Channels are a key entry point for the VOD service and will drive usage - Warner Home Video state that where they have virtual channels they see much higher usage rates.

4 - Customer Satisfaction
The availability of VOD will increase customer satisfaction and have a positive effect on churn. VOD users are even less likely to churn - Insight claim VOD user churn is 60 percent lower.

5 - Reporting Tool
An intelligent and extensive reporting tool is essential to ensure operators can manage their VOD service effectively and maximise the effectiveness and speed of response to user behaviour.

6 - DVR users use VOD
DVR users are more inclined to use VOD - DVR and VOD research from CTAM shows having both is best and that DVR users watch VOD more - Comcast data shows 81 percent of DVR users use VOD.

7 - The Real Thing
VOD is cable's differentiator but cable needs to stake ownership of the area to avoid Satellite eroding this advantage by offering Push VOD and marketing it as the real thing.

8 - Compelling Proposition
VOD is more than just about Movies and Adult. Movies and Adult can generate usage PPV but Music, Kids and other TV content offered on an SVOD basis creates a compelling proposition.

9 - Content is Crucial
Content providers are enthusiastic about VOD and willing to do deals but not necessarily within the operator's timeframe - getting the approach to content providers right first time is crucial.

10 - Focus on Consumer Benefit
To maximise the effectiveness of VOD as a customer acquisition tool you will need to make VOD central to your overall TV proposition, focussing on the benefits to the consumer rather than the technology.