Customer Stories / Retail
CJ ENM Accelerates Response Times and Delivers Live Customer Chat to Drive Live Commerce
CJ ENM reduced video latency in live streaming, provided live chat during streams, and improved the overall mobile shopping experience by leveraging Amazon IVS.
When CJ ENM—the first TV home shopping broadcaster in Korea—launched its mobile live commerce platform, CJ ONSTYLE, it needed to improve customers’ live streaming experiences, simplify broadcast management, and ease the load on its developers.
CJ ENM built CJ ONSTYLE on AWS, leveraging services such as Amazon IVS and AWS Elemental MediaConvert. As a result, the company has reduced latency from 30 seconds to 3 seconds, introduced live chat during live video streams, and improved its developers’ experience by automating mobile broadcast encoding and storage.
Opportunity | Reducing Latency and Improving Service Quality for a Better Mobile Shopping Experience
As Korea’s first home shopping broadcaster, CJ ENM leveraged its expertise in shopping and differentiated live commerce production to launch CJ ONSTYLE, a mobile live commerce platform. Since launch, the accumulated value of orders on CJ ONSTYLE has exceeded $70 million (100 billion South Korean won). As CJ ONSTYLE grew, delays to video streams increased when viewer numbers soared. This prompted the company to investigate ways to strengthen real-time communication with viewers, which is the biggest benefit of mobile live commerce.
Kyung-rak Koh, head of Mobile Live Commerce Platform at CJ ENM, says, “Previously, it took up to 30 seconds for a live video stream to transmit footage from the camera to our viewers. This made it difficult to communicate with viewers in real time during live streaming, so we began investigating solutions to rectify this.”
We found that we could reduce latency dramatically with Amazon IVS, while building an IT environment from transmission to broadcast production with various AWS solutions.”
Head of Mobile Live Commerce Platform, CJ ENM
Solution | Build an Independent Live Commerce Platform with Amazon IVS
CJ ENM decided to develop an in-house live commerce platform for CJ ONSTYLE using Amazon Interactive Video Service (Amazon IVS) to shorten transmission delays and dramatically improve its service. “We found that we could reduce latency dramatically with Amazon IVS, while building an IT environment from transmission to broadcast production with various Amazon Web Services [AWS] solutions,” says Koh.
CJ ENM uses Amazon IVS to create and configure live streaming and AWS Elemental MediaConvert to automatically encode a completed broadcast and add it to a video on demand (VOD) list for later use. The company stores these encoded videos in Amazon Simple Storage Service (Amazon S3), while AWS Lambda and Amazon EventBridge connect each of CJ ENM’s services.
CJ ENM is also leveraging Amazon Chime SDK to develop an effective live streaming chat service. “Our existing chat service restricted the number of physical servers we could use, so we had to limit the maximum number of concurrent users,” says Koh. “We decided to develop a chat service with Amazon Chime SDK to access flexible cloud infrastructure, rather than increase the number of physical servers whenever viewer numbers spike.” The company stores live streaming chat service messages in Amazon DynamoDB.
Outcome | Delivering a Mobile Live Commerce Experience with Low Latency and Improved Broadcast Quality
With AWS, CJ ENM reduced latency and cost while improving broadcast quality. It also gained the ability to develop and test new services quickly. The reduction in latency, from 30 to 3 seconds, allows its team to read and respond to customer chat messages in real time while broadcasting, improving the customer shopping experience.
“We had a broadcast from a boutique in Milan, Italy, where the shopping host directly answered questions asked by viewers in Korea through real-time chat. With Amazon IVS, we achieved a low latency of 3 seconds, and the event was made possible by leveraging AWS Global Infrastructure.”
Full support from the AWS prototyping team proved very helpful given the set timelines for the service launch. The team completed front-end and back-end development in under two months. “The AWS prototyping team provided full support—from service planning to architecture review—to deliver a successful launch,” says Koh. “This was something no other cloud vendor could offer. Without AWS, it would’ve been extremely difficult to complete this project.”
CJ ENM can now manage all tasks required for live streaming services from an AWS Management Console in just a few clicks. Additionally, broadcast management is simplified through automated recording and editing of videos. Now, developers can directly configure broadcast transmission functions by checking streaming indicators in the console—such as the average or maximum number of concurrent users over a certain period. Koh says, “In the future, we plan to further enhance CJ ONSTYLE with AWS and analyze various types of customer-related data.”
About CJ ENM
CJ ENM, the first TV home shopping broadcaster in Korea, launched CJ ONSTYLE, a mobile live commerce platform. The platform integrates TV home shopping mall, CJ O Shopping, and online shopping mall, CJmall. The company delivers products and services according to different customer lifestyles, based on live commerce optimized for mobile environments.
AWS Services Used
Amazon Interactive Video Service (Amazon IVS) is a managed live streaming solution that is quick and easy to set up, and ideal for creating interactive video experiences.
AWS Elemental MediaConvert
AWS Elemental MediaConvert is a file-based video transcoding service with broadcast-grade features. It allows you to easily create video-on-demand (VOD) content for broadcast and multiscreen delivery at scale.
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Amazon Chime SDK
The Amazon Chime SDK is a set of real-time communications components that developers can use to quickly add messaging, audio, video, and screen sharing capabilities to their web or mobile applications.
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AWS Lambda is a serverless compute service that lets you run code without provisioning or managing servers, creating workload-aware cluster scaling logic, maintaining event integrations, or managing runtimes.
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