Tech buyers should make sure they have a clear definition and priority for the features that they require for each purpose. Added to this they need to be very clear what they want in a single package, and what they are prepared to purchase from a wider ecosystem. Both need to be part of the selection criteria.
Once implemented, changing as-a-service products is a much more difficult proposition than switching VOD providers.
Tech vendors need to stay away from confusion marketing to make it possible for buyers to understand what they are getting. They need to help customers gain a clear understanding of any ecosystem they participate in, and what this means for the buyer.
The consequences of getting this choice right are dramatically more important than choosing the VOD provider with the programming you want.