By Stuart Thomson

Quality assurance and analytics specialist Nice People At Work (NPAW) has renewed its partnership with Intigral, the MENA region media and entertainment group, to improve user insight.

Intigral will use NPAW’s new Users product, added to its existing YOUBORA suite to understand subscriber behaviour on its Jawwy TV service.

The metrics provided by Users enables different teams to correlate consumption patterns, from within and beyond the video player, to make decisions on engagement strategies, content acquisition and platform performance optimisation, according to NPAW.

NPAW said that its advanced analytics for VoD and Live streaming services, paired with Intigral’s business strategy based on its vMVDP model, will enable Jawwy TV to reach more audiences in the MENA region.

Intigral’s commercial VP, John-Paul McKerlie said: “Intigral strives to improve customer experience through the adoption and application of market leading solutions. We are excited to continue our collaboration with NPAW as we set new standards for deriving insights that will enhance customers experience, support our ambitions to acquire and importantly engage customers as we expand across MENA.”

Sales director, Middle East and Africa at NPAW Mehdi Kadhi said: “MENA Region continues to be one of our key markets, and we are delighted to further strengthen our partnership with the Intigral Group.”