Case Study

BytePlus Powers
OpenRice’s Leap
into Next-Gen
Dining Solutions
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OpenRice’s Strategic Digital Shift
For over two decades, since its inception in 1999,
OpenRice swiftly became Hong Kong’s premier online
dining guide, thriving on the territory’s rich culinary
landscape and evolving consumer behaviors.
This ascent was propelled by its adept use oftechnology to capture and organize a vast array ofuser-generated content, thus providing comprehensive,
real-time insights into the local dining scene. OpenRiceleveraged this data to offer a wide range of features,including detailed restaurant listings, user reviews,
online reservations, prepaid and premium menus,
takeaway, vouchers, and innovative payment solutions
through OpenRice Pay. This multifaceted approach not
only enhance the dining experience but also embedded
OpenRice deeply into the everyday lives of Hong Kong’s
food lovers.
Recognizing the dynamic shifts in the digital landscape, OpenRice embarked on a strategic journey to enhance
its offerings and stay ahead in the rapidly evolving dining ecosystem. The decision to partner with BytePlus
was driven by OpenRice’s vision to accelerate innovation and deliver exceptional digital experiences to its users.
BytePlus’s advanced technology stack and global expertise aligned perfectly with OpenRice’s goals, enabling
the platform to seamlessly integrate new features, enhance personalization, and improve user engagement.

The choice between developing their own digital solutions or partnering with BytePlus presented a significant
crossroads. Evaluating the 5-year Total Cost of Ownership (TCO) shed light on crucial factors: while in-housedevelopment might initially appear more cost-effective, the speed of market entry and the uncertainty ofoutcomes posed significant risks.
2Strategic Integration With BytePlus
Paves the Digital Path
OpenRice’s response to the competitive digital environment was both timely and strategic. By
partnering with BytePlus, OpenRice embarked on a significant transformation, shifting fromits traditional text-and-image format to a dynamic video-centric platform. This shift was notjust about keeping up with digital trends but was aimed at capturing the essence of dining
experiences in a format that resonates with today’s users — vivid, fast, and interactive.

Enhanced Digital Menu:

Tools for Modern StorytellingWith tools provided by BytePlus, including a high-caliber video editor and AI-assisted backgroundmusic matching, OpenRice was equipped to transform static images into captivating video
stories. This enhancement was about amplifying the functionality and engagement of theOpenRice platform, ensuring every restaurant’s narrative was compellingly told.

New explore page tofeature video

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Users can upload videos directly
to the restaurant’s page or through
OpenRice’s home screen

Users can search for
specific foodStrategic Partnership Goes Beyond ToolsBytePlus stood out as the strategic choice with its mature, proven systems, developed from theextensive expertise and successful innovations of its parent company, ByteDance, known for
creating a suite of globally successful applications.
The proposition was not just about adopting new tools but embracing a partnership that offereddeep industry insights and ready-made success templates. OpenRice’s decision to go with
BytePlus was influenced by the need for quick market adaptability — especially with its upcoming
regional expansion plans in Asia.
The integration of BytePlus Effects and the BytePlus Video Editor into the OpenRice platform
has been a critical endeavor aimed at elevating the user experience through more dynamic andinteractive content. The details of this integration include:

All-In-One Solution
OpenRice utilized tailored solutions provided by
BytePlus, particularly in terms of video editing andthe application of high-quality visual effects. This
customization was essential to meet the specificneeds of OpenRice’s diverse content and allows users
to produce more visually appealing and engaging
content, particularly by enhancing the representationof restaurant environments and menu items.

Elevating Video Experience
OpenRice, with BytePlus, has enhanced video
delivery for a seamless user experience.
Improvements include automatic playback,consistent mute functionality, flicker-free navigation,and faster start-up times. Efficient transcoding andsmart resolution adjustments optimize resources,
maintaining high user satisfaction while conserving
resources. These refinements ensure smooth andengaging interactions on the platform.

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Engagement andFunctionality
The use of the BytePlus Video Editor and Effects has
focused not only on adding visual appeal but also
on increasing functionality and user engagement.
The aim was to make the content more immersive,
thereby keeping users engaged longer andencouraging more frequent use of the platform.

Performance
Enhancements
The integration also prioritized optimizing
content delivery performance, ensuring thatvideos and effects are rendered efficiently. Thisfocus was crucial for maintaining fast load times
and smooth interactions, especially important
given the high volume of content managed by
the OpenRice platform.

5x Engagement Surge as Video Features
Propel Restaurant Success
During the Chinese New Year 2024, OpenRice harnessed the capabilities of BytePlus technology
to launch new video features, resulting in a significant uplift in user engagement. This strategic
implementation proved highly effective, as evidenced by one partnering restaurant experiencing
a significant surge in video impressions on OpenRice compared to its performance on other social
media platforms. This remarkable achievement highlighted the enhanced reach and engagement
facilitated by BytePlus tools during one of the busiest festive periods.
The decision to go live with these new features during the Chinese New Year capitalized on
the heightened user interest in dining and culinary content, aligning perfectly with the festive
season’s peak in platform activity. The comprehensive integration included not only the rolloutof advanced video capabilities but also crucial backend optimizations and CDN enhancements.
These improvements were key to managing the increased traffic, ensuring faster load times, anddelivering superior video quality, thereby enriching the overall user experience.

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From Content Creation to Seamless Delivery:
Leveraging BytePlus CDN
Central to the transformation was the implementation of BytePlus CDN, which acted as thedelivery backbone for the platform’s new, rich content. This powerful network infrastructure
ensured that video content was delivered with reduced latency, enabling a seamless user
experience that kept pace with the quick clicks of culinary enthusiasts.

Stable hit ratio
exceedingPeak download
speeds reachedCutting down average
response time to justExceptional Efficiency

Rapid Content Delivery

Ultra-Low Latency

95%

BytePlus CDN boasts a generaland stable hit ratio exceeding
95%, significantly reducing theload on OpenRice’s origin servers.
By serving user requests directlyfrom the edge, the systemefficiently handles data, ensuringthat the backbone of OpenRice’s
digital infrastructure is both robust
and reliable.

Hit ratio for static resource
caching reached93%

Efficient static resource
caching
Our CDN boasts an impressive hit
ratio for static resource caching,reaching up to 93% in somecases. By serving a majority ofuser requests from edge servers,
OpenRice can significantly
reduce the load on their origin
servers. This not only saves on
infrastructure costs but also
allows OpenRice to serve moreusers with fewer resources.

6119 Mbps
With BytePlus CDN, OpenRice’s
content loading speeds saw
dramatic improvements.
Monitored peak download
speeds reached up to 119
MBps, ensuring that users
could access high-quality video
content swiftly, maintaining
high levels of user engagement
and satisfaction.

Estimated requests over
30 days were

50 milImpressive request handlingOver a 30-day billing period,
BytePlus CDN successfully
handled approximately 50
million requests for OpenRice.
This demonstrates our ability
to manage substantial traffic
volumes reliably and efficiently.

20 ms

Cutting down the average
response time to just 20
milliseconds, BytePlus
CDN allowed for an almost
instantaneous interaction withthe platform, making browsing
through culinary options asquick as flipping through amenu. This ultra-low latency
is essential for an optimal userexperience, allowing diners toengage with content seamlessly
without any perceptible delay.

Enhancing Video Performance for OptimalUser Experience with BytePlus VOD
OpenRice, in collaboration with BytePlus, has embarked on a journey to refine its video delivery andplayback capabilities. These enhancements aim to elevate the user experience, ensuring smooth andengaging interactions on the platform. Here are key improvements and recommendations:Streamlining Video Playback:1. Optimized Feed Stream:•

Enhanced Viewing: Videos now play
automatically when fully visible on the screen,•Efficient Transcoding andResource Utilization:
1. Targeted Transcoding Outputs:•

Resource Efficiency: By setting specificproviding a seamless browsing experience.

conditions for video quality, we avoid

For users with lower-end devices, videos areunnecessary high-resolution outputs thatrepresented with GIFs to maintain performancedo not enhance user experience but waste

without compromising engagement.

resources. This ensures optimal use ofConsistent Playback Status: Ensuring thattranscoding and distribution capabilities.

the video playback status on the feed aligns
with the actual state to avoid confusion andenhance reliability.

2. Improved Player Controls:•

Seamless Mute Functionality: Videos will
now mute as intended, starting in silent mode
when opened in mute, ensuring a consistentuser experience.

•Flicker-Free Navigation: Addressing screen
flicker issues during video navigation toensure smooth and enjoyable interactions.

3. Faster Video Start-Up:•Enhanced Load Times: Optimizing video
start times to reduce delays, making
content more immediately accessible andkeeping users engaged.

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2. Balanced Resolution for Cropped Streams:•Smart Resolution Adjustment: For devices
like the iPhone 11, reducing the resolution of
cropped streams to 240p ensures that user
experience remains high while conserving
resources. This strategic adjustment
minimizes perceptible quality loss while
enhancing overall efficiency.

Improving the Customer Journeywith Cost-Effective SMS Solutions

BytePlus has enhanced OpenRice’s financial strategy by offering cost reductions in essential services
such as SMS and CDN. These savings are particularly beneficial for OpenRice, given its reliance on SMS
for timely customer communications. Whether confirming reservations, sending reminders, or promoting
special offers, SMS plays a crucial role in ensuring effective and immediate interaction with users. This
integration demonstrates BytePlus’s commitment to delivering not just technological solutions but also
cost-effective strategies that are precisely aligned with OpenRice’s operational needs. This approach
not only strengthens the economic aspect of their digital transformation but also underscores BytePlus’s
dedication to providing comprehensive, value-driven services.

Sustaining Market Leadership
Through Innovation
The journey of OpenRice with BytePlus exemplifies
how traditional businesses can successfully
navigate the shift to digital dominance. By adopting
a strategic approach to content delivery andleveraging cutting-edge technology, OpenRicehas not only maintained its leadership position but
has also set new standards in digital customerengagement. The continued partnership withBytePlus is poised to drive further innovation andsuccess, proving that adapting to consumer trends
with technology is crucial for staying ahead in thecompetitive digital marketplace.

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