Beamly Explained

Beamly
Type:Private
Founders:Ernesto Schmitt, Anthony Rose
Location City:London
Area Served:(formerly)
Key People:Jason Forbes (CEO)
Revenue: US$ 120 million (2019)
Num Employees:180
  • Based on suggested 2019 figures. In 2012, the employee figure was around 150.
Parent:Coty, Inc.

Beamly was a social platform based in London, UK and New York City, United States. The company was founded in April 2011 as tBone TV, later renamed to Zeebox, by Ernesto Schmitt and Anthony Rose. It was started as a social discovery and engagement platform with 2nd-screen TV, creating the concept of social television.

Beamly, then called Zeebox, aimed to provide the optimal platform for connected television, making it a social and interactive viewing experience rather than the standard television viewing format. The platform allowed users to follow and interact with their favourite TV shows, as well as play games and take part in polls. It expanded to the US in September 2012 and into Australia in November.

Beamly took on funding from BSkyb, Comcast, NBCUniversal, Viacom and HBO. Its first round valued it at above US$150M. It was sold to the New York Stock Exchange listed S&P 500 component Coty, Inc. in 2015 for an undisclosed sum.

Business

Zeebox was founded in April 2011 as tBone TV Limited by Anthony Rose, the ex-CTO of the BBC iPlayer, and Ernesto Schmitt, entrepreneur and ex-Board Director of EMI Music.[1] [2] [3] The founding team also included Simon Miller (CTO), Max Bleyleben (COO), and Alex Nunes.[4] [5] [6] The company was renamed to "Zeebox" in August 2011 prior to its public launch in November of that year.[7] [8] It launched in IOS in December.[9]

Concept & Social integration

Zeebox aimed to provide the optimal platform for connected television, making it a social and interactive viewing experience rather than the standard television viewing format.[10] [11] [12] At first glance, the showed the user what's currently on TV (taking in all the Freeview channels and some premium Sky and Virgin Media ones too), as well as displaying upcoming programmes.[13] [14] [15]

Through connecting Zeebox to the user's Facebook account, the service let the user pick what they were watching, as well as see what their Zeebox-using Facebook friends were watching, invite them to watch something "with" the user, instant message them or hide what you're watching with them.[16] [17] Smart TV integration made use of the iPad app as a remote control.[18]

Entry into international markets

United States expansion

In August 2012, it was announced that Zeebox would be expanding to the United States.[19] [20] It launched that September on IOS and Android.[21] [22] [23] It launched with strategic investments from Comcast, as well as from NBC Universal.[24] [25] [26] The startup also partnered with HBO to provide customised experiences around its own HBO original shows.[27] [28] For Comcast customers, the Zeebox app was available as a universal remote control, allowing users to quickly switch over to shows that they discover in the app.[29] Zeebox contained enhanced pages for 307 shows across 28 different NBC Universal networks.[30]

Australian expansion

In November 2012, Zeebox launched in Australia.[31] [32] [33] This was part of a joint venture in Australia with Network Ten and Foxtel.,[34] [35] In Australia, the app had been downloaded more than 350,000 times in 3 months, according to Network Ten's chief operating officer, Jon Marquard.[36] [37]

Advertising

Zeebox had extensive advertising campaigns including Jordan Klepper; many of which poked fun at "TV giants".[38] Featuring three 30 second TV ads, the campaigns featured Zeebox as TV's new sidekick, with TV sulking because ‘little brother’ zeebox is getting all the attention.[39]

Beamly

The company had 2 million active users by 2014, when it relaunched its website and iOS and Android apps on 14 April as Beamly, using further features that aimed to get people logging in throughout the day to chat about their favourite shows.[40] [41] [42] [43]

Changes

The Beamly platform encouraged people to "follow" individual TV shows, celebrities and other Beamly users, before serving them up a feed of activity and show recommendations.[44] [45] Shows each had their own "TV rooms" within the app where fans can chat throughout the day, and interact live with games, polls and other features when they're on air.[46] [47] The relaunch was also an attempt to respond to shifting TV habits, as people watch more shows on-demand, including from providers like Netflix as well as traditional broadcasters.[48] [49] [50]

Usage

In the 12 months from its relaunch in 2014, Beamly went from 2 million active users to over 10 million.[51] Trials lifted audience engagement by 72 per cent month on month.[52] Usage data showed that Beamly helped turn fans into super users, who on average visited the platform for more than 500 minutes and 21 times per week.[53] [54] In 2012, the app was opened about 27 times each month per user in the U.K., with each session lasting somewhere between 20 and 30 minutes apiece.[55]

During this time, Beamly was surpassing television chatting figures on sites such as Twitter.[56] [57]

Investments

In January 2012, BSkyB bought a 10% stake in Zeebox and announced plans to integrate the software with its offering.[58] [59] [60] [61] This stake was reportedly worth upwards of $15M, valuing the company at over $150M.[62] [63] In September 2012, Zeebox announced expansion into the US with a commercial partnership with Comcast Cable, NBCUniversal, Viacom and HBO.[64] Viacom took a stake in October 2012, as well as Comcast and NBC Universal in September 2012.[65] [66] [67] [68]

Later History

COTY acquisition

In October 2015, Beamly was acquired by COTY for an undisclosed amount.[69] [70] [71] [72] Through this acquisition, Beamly – now headed by Jason Forbes, evolved into a digital marketing and technology business with gross revenues exceeding $120M and a global team of over 180.[73] [74] [75] [76]

In October 2016, Coty, Inc. acquired $12.5B of Procter & Gamble's beauty brands, making it the largest fragrance manufacturer in the world.[77] [78] Coty used Beamly's technology to accelerate growth of its eCommerce business, while emerging as a digital beauty brand.[79] In December 2019 it was announced that Coty was overhauling Beamly, with the possibility of dissolving the company.

Awards

The company has won the following awards:

In 2012, Zeebox was named amongst the Startups 100.[80]

References

Additional source

External links

Notes and References

  1. Chibber. Kabir. 2009-04-15. The man who saved the BBC. en-GB. Wired UK. 2020-07-11. 1357-0978.
  2. Web site: 2011-12-05. Ernesto Schmitt, CEO & co-founder, Zeebox. 2020-07-11. The Guardian. en.
  3. Web site: Single Video Player. 2020-07-11. link.brightcove.com.
  4. News: Campaign Live.
  5. zeebox. zeebox Launches Augmented TV. 2020-07-11. www.prnewswire.com. en.
  6. Web site: 2018-04-23. Vevo CTO exits in latest executive departure. 2020-07-11. Digital TV Europe. en-GB.
  7. Web site: Jones. Derek. 'Madman' or pioneer for social TV?. 2020-07-11. mediatel.co.uk. 21 October 2011 .
  8. Web site: November 2011. Philip Hunter 07. BBC iPlayer architect zooms in on social TV. 2020-07-11. TVTechnology. 7 November 2011 . en.
  9. News: Campaign Live - Zeebox IOS launch. Campaign Live.
  10. Web site: Lafayette. Jon. Zeebox Becomes Beamly to Focus on Social TV. 2020-07-11. Multichannel. en-us.
  11. Web site: 2014-04-14. Social TV app Zeebox relaunches as Beamly to lose 'male geeky' image. 2020-07-11. The Guardian. en.
  12. Web site: November 2011. Kate Solomon 01. iPlayer creator launches Zeebox app for social TV viewing. 2020-07-11. TechRadar. November 2011 . en.
  13. Web site: Upbin. Bruce. Zeebox: The App For The TV Obsessed. 2020-07-11. Forbes. en.
  14. Web site: 2011-11-02. What is Zeebox?. 2020-07-11. The Independent. en.
  15. Web site: O'Reilly. Lara. 2012-02-10. Zeebox's click-to-buy will get tills ringing for Sky. 2020-07-11. Marketing Week. en.
  16. Web site: January 2012. Joe Cox 09. Home. 2020-07-11. whathifi. 9 January 2012 . en.
  17. Web site: Bryant. Martin. 2011-11-26. Zeebox: Social TV Done Right?. 2020-07-11. The Next Web. en-us.
  18. Web site: Brian. Matt. 2012-03-06. Zeebox iOS App Update, Adds Twitter and Smart TV Support. 2020-07-11. The Next Web. en-us.
  19. Web site: Zeebox Is Coming To Shake Up Social TV In The US: Here's What It Looks Like. 2020-07-11. TechCrunch. 17 June 2012 . en-US.
  20. News: Smith. Interview by Chris. 2012-02-16. Ernesto Schmitt: focusing on the second screen experience. en-GB. The Guardian. 2020-07-11. 0261-3077.
  21. Web site: CNBC. 2012-10-04. zeebox Extends Industry Momentum; Forms Strategic Partnership With Viacom. 2020-07-11. www.cnbc.com.
  22. Web site: Parker. Jason. Zeebox makes second-screen TV watching fun. 2020-07-11. CNET. en.
  23. Web site: British Invasion Of The Second Screen: Zeebox Arrives. 2020-07-11. www.mediapost.com. en.
  24. Web site: Popper. Ben. 2012-09-27. TV's second screen heats up: Zeebox comes to the US with investment from Comcast. 2020-07-11. The Verge. en.
  25. Web site: Comcast, NBCUniversal Take Stake in U.K. TV Companion App Maker Zeebox. 2020-07-11. The Hollywood Reporter. 27 September 2012 . en.
  26. Web site: Zeebox second screen TV companion app crosses over to the US, with a boost from Comcast and HBO. 2020-07-11. Engadget. en.
  27. Web site: 2012-09-26. NBCUniversal, Comcast and HBO partner with Zeebox on U.S. launch. 2020-07-11. Los Angeles Times. en-US.
  28. Book: Grainge. Paul. Promotional Screen Industries. Johnson. Catherine. 2015-03-27. Routledge. 978-1-317-51372-8. en.
  29. Web site: 2012-09-27. zeebox Makes U.S. Debut with TV Companion Experience. 2020-07-11. corporate.comcast.com.
  30. Web site: Robert Andrews. 2012-09-26. NBCU, Comcast buy in to Zeebox to take 'second screen' to prime time. 2020-07-11. gigaom.com. en-US.
  31. Web site: 2013-08-08. Zeebox launches second-screen ad offering in Australia. 2020-07-11. www.theaustralian.com.au.
  32. Web site: Zeebox launches in Australia. 2020-07-11. IMDb.
  33. Web site: Zeebox lands in Aus with a click from Ten. 2020-07-11. www.theregister.com. en.
  34. Web site: Foxtel signs Zeebox deal in second screen first. 2013-03-16.
  35. News: Smith. Paul. 11 July 2012. Ten brings Zeebox social TV to Australia. The Australian Financial Review. 2013-03-16.
  36. Web site: 2013-03-07. Social TV app zeebox Australia partners with Foxtel. 2020-07-11. IF Magazine. en-US.
  37. Web site: 2013-03-07. Zeebox Australia partners with Foxtel. 2020-07-11. B&T. en-US.
  38. Web site: Zeebox Ad. Mom. Mom, Ads, Style. 2020-07-11. Pinterest. en.
  39. Web site: zeebox campaign by Mother set to launch. 2020-07-11. The Drum. en.
  40. Web site: Second-screen TV app Zeebox relaunches as Beamly - Music Ally. 2020-07-11.
  41. Web site: 2014-04-14. Social TV app Zeebox relaunches as Beamly to lose 'male geeky' image. 2020-07-11. The Guardian. en.
  42. Web site: Social TV App Zeebox Relaunches As Beamly. 2020-07-11. TechCrunch. 14 April 2014 . en-US.
  43. Web site: 2014-04-14. TV app Zeebox changes its name to Beamly, and hopes to grow by getting more social. 2020-07-11. Boston Herald. en-US.
  44. Web site: Zeebox rebrands its 'new-fangled social TV guide' to Beamly, a social network for TV. 2020-07-11. The Drum. en.
  45. Web site: 2014-04-14. Zeebox TV Companion App Rebranded As Beamly, Adds Chat Rooms Hosted By Reality And YouTube Stars. 2020-07-11. Android Police. en-US.
  46. Web site: Beamly teams up with Android TV to drive media innovation Mobile Marketer. 2020-07-11. www.mobilemarketer.com.
  47. Web site: 2015-05-27. Beamly beats Twitter for Eurovision engagement. 2020-07-11. TVBEurope. en-GB.
  48. Web site: Digital media + Media Page 217 of 1123 Media . 2020-07-11. The Guardian. en.
  49. Web site: C-Scott. Marc. Double vision: why Netflix wants you to watch an extra screen. 2020-07-11. The Conversation. en.
  50. Web site: 2016-03-16. Why Netflix wants you to watch an extra screen. 2020-07-11. SmartCompany. en-US.
  51. Beamly. On Back of Record Growth, Beamly Unveils 'Frictionless Fun' to Give TV Fans Easy Ways to Engage with Their Favorite Shows 24x7. 2020-07-11. www.prnewswire.com. en.
  52. Web site: 2015-04-09. Beamly reaches 10.4 million users in 12 months, unveils new easy way to engage with TV shows . 2020-07-11. Telemedia Online. en-GB.
  53. Web site: Zeebox Rebranded as Social TV App Beamly. 2020-07-11. The Hollywood Reporter. 14 April 2014 . en.
  54. Web site: 2014-04-14. Zeebox rebrands as Beamly. 2020-07-11. Digital TV Europe. en-GB.
  55. Web site: Upbin. Bruce. Zeebox: The App For The TV Obsessed. 2020-07-11. Forbes. en.
  56. Web site: 2015-05-27. Beamly beats Twitter for Eurovision engagement. 2020-07-11. TVBEurope. en-GB.
  57. Web site: Association. Media Financial Management. On Back of Record Growth, Beamly Unveils 'Frictionless Fun' to Give TV Fans Easy Ways to Engage with Their Favorite Shows 24x7. 2020-07-11. Multichannel. en-us.
  58. Web site: 2012-01-09. BSkyB buys 10 per cent stake in Zeebox application. 2020-07-11. Metro. en.
  59. Web site: Bradshaw . Tim . 2012-01-08 . BSkyB buys stake in Zeebox start-up . subscription . 2020-07-11 . Financial Times.
  60. Web site: BSkyB takes a 10 per cent stake in social TV site Zeebox. 2020-07-11. www.newstatesman.com. en.
  61. Web site: Trenholm. Richard. Sky remote control comes to your smart phone. 2020-07-11. CNET. en.
  62. Web site: Zeebox strikes major investment deal with Sky.
  63. Web site: BSkyB buys 10% stake in social TV startup Zeebox for $15m+ Music Ally. 2020-07-11.
  64. Web site: Zeebox second screen TV companion app crosses over to the US, with a boost from Comcast and HBO. 2020-07-11. Engadget. en.
  65. Web site: 2013-02-11. Viacom and Zeebox Help Social TV Enhance Live Commercials. 2020-07-11. adage.com. en.
  66. Web site: 2012-10-04. Zeebox adds Viacom to its growing list of TV partnerships. 2020-07-11. VentureBeat. en-US.
  67. Web site: 2012-10-04. zeebox Extends Industry Momentum; Forms Strategic Partnership With Viacom. 2020-07-11. www.businesswire.com. en.
  68. News: Andrews. Robert. 27 September 2012. NBCU, Comcast buy in to Zeebox. paidContent. dead. 4 October 2012. https://web.archive.org/web/20121001003849/http://paidcontent.org/2012/09/27/nbcu-comcast-buy-in-to-zeebox-to-take-second-screen-to-prime-time/. 1 October 2012. dmy.
  69. Web site: 18 October 2015. COTY Announces Acquisition of Leading Global Digital Marketing Platform Beamly. dead. https://web.archive.org/web/20161226145049/https://www.coty.com/news/coty-announces-acquisition-leading-global-digital-marketing-platform-beamly. 26 December 2016. Coty.
  70. News: Coty Acquires Content Agency Beamly As It Gears Up for P&G Deal. en. 2018-03-26.
  71. Web site: Roderick. Leonie. 2015-10-21. Why Coty bought social content agency Beamly. 2020-07-11. Marketing Week. en.
  72. News: Fildes. Nic. Beamly up, Coty, the deal's done. The Times. en. 2020-07-11. 0140-0460.
  73. Web site: Renovata.
  74. Web site: Coty puts digital at centre of growth strategy by tapping Anthony Rhind for Beamly. 2020-07-11. The Drum. en.
  75. Web site: Coty's digital transformation EVP Chris Chesebro on DTC relationships, digital media and Amazon. 2020-07-11. The Drum. en.
  76. Web site: Shields. Ronan. 3 December 2019. Cosmetics Giant Coty Confirms Overhaul of Digital Unit Beamly. 2020-07-11. www.adweek.com. en-US.
  77. Web site: Coty picks L'Oréal veteran as new chief executive. 2020-07-11. www.ft.com.
  78. Web site: Coty takes near $1bn writedown on P&G beauty brands. 2020-07-11. www.ft.com.
  79. Web site: 2016-10-03. Coty Completes Merger with P&G Specialty Beauty Business. 2020-07-11. www.businesswire.com. en.
  80. Web site: Startups 100 2012 - zeebox . 2012-07-13 . dead . https://web.archive.org/web/20120708202936/http://www.startups.co.uk/zeebox-anthony-rose-and-ernesto-schmitt-startups-100.html . 8 July 2012 . dmy .

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