Case Study: MEO achieves personalized TV recommendations and increased customer loyalty with Microsoft Azure

Data drives a better TV experience

MEO, the television, Internet, telephone, and mobile "quadruple play" brand of Portugal Telecom serving 1.4 million TV subscribers, faced a content-discovery problem: customers typically watched only a few familiar channels, found it hard to discover new shows, and were at risk of churning. An in‑house recommendations engine limited to VOD assets required heavy tuning and processing power, and MEO needed a more scalable, cost‑effective way to increase content consumption and customer loyalty.

MEO implemented a hybrid solution using Microsoft Azure Data Factory and HDInsight with the Microsoft Cognitive Services Recommendations API to build three recommendation models, caching results on‑premises for fast delivery and surfacing personalized suggestions on the first screen. The deployment improved content discovery and user experience, reduced algorithm tuning and management overhead, and helped drive greater customer engagement and loyalty—while giving MEO a scalable platform for further personalization with Cortana Intelligence and Azure Machine Learning.

MEO

Jorge Rosa

Head of TV Strategy and Interactive Services