Lots of moments are individual in each project because of different markets, countries, end-user requests. However, some operators, trying to increase their competitiveness, step after market leaders, even if some of them do not operate in the OTT field, and ask for something similar: functionality, design, etc. In such cases, we try to do the product closer to premium one, while maintaining the integrity of the development, however, we reserve the right to deny a custom development that could influence negatively on our product. For example, there are requests for system modifications to work with liner broadcast (analog and digital signal), possibility to transmit not only media data, but also, for instance, information about the transponder. Unfortunately, we have to refuse from such features, as they are apart of not our targeted market. In any case, each project is a set of unique business tasks, so we have a detailed discussion with the client to make a decision - to develop and implement or to abandon. And in the most cases, new features requests improve the overall quality of the product, so we agree to take them and the development is only a question of time.
Conditionally, clients' requests could be divided into two groups: the ones that correspond to our roadmap and the other that go beyond it. The majority corresponds to the logic of the first group of requests and includes improvements to the interface usability. Despite the fact that we always have tasks in this direction, it happens that the customers find some nuances that really improve the product. As an example, visualization of the electronic program guide (EPG) when watching live channels (case of 2015) or feedbacks to optimize user registration - reducing the number of "clicks".
As for the second group of tasks, going beyond the roadmap, the most frequent are related to payment system or operator billing integration. As they appear almost in every project, we usually do them as a part of our custom development.