Analysis of Consumer Value for the Business Model Development of Next Generation IPTV : Mobile IPTV 


Vol. 36,  No. 1, pp. 60-70, Jan.  2011


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  Abstract

IPTV was introduced as the new growth engine of the broadcasting and telecommunications industry and has experienced a high growth rate as its subscribers exceeded 2 million in early 2010. However there have been some doubts on if the IPTV market will keep current growth drift. One of such suspicions is that IPTV market has not been developed by the competitiveness of IPTV industry itself. In addition, the recent slowdown of subscribers’ growth and IPTV players’ operating at a loss has been suggested as obstacles to the IPTV market growth. This sort of phenomenon has been brought about by ambiguous proposition of IPTV's own value as well as IPTV service positioning gap. To resolve these problems this study empirically investigates what customers want to get from IPTV service by analyzing switching value of IPTV subscribers. This study also identifies which values must be strategically considered to develop next generation IPTV services, in particular mobile IPTV services. Following the investigation, this study analyzes the possible positioning gap of mobile IPTV. Through this analysis, this study suggests which sort of service values need to be reconciled.

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  Cite this article

[IEEE Style]

M. Shin, S. Kim, C. Cho, "Analysis of Consumer Value for the Business Model Development of Next Generation IPTV : Mobile IPTV," The Journal of Korean Institute of Communications and Information Sciences, vol. 36, no. 1, pp. 60-70, 2011. DOI: .

[ACM Style]

Minsoo Shin, Sung-Hee Kim, and Cheol-Hye Cho. 2011. Analysis of Consumer Value for the Business Model Development of Next Generation IPTV : Mobile IPTV. The Journal of Korean Institute of Communications and Information Sciences, 36, 1, (2011), 60-70. DOI: .

[KICS Style]

Minsoo Shin, Sung-Hee Kim, Cheol-Hye Cho, "Analysis of Consumer Value for the Business Model Development of Next Generation IPTV : Mobile IPTV," The Journal of Korean Institute of Communications and Information Sciences, vol. 36, no. 1, pp. 60-70, 1. 2011.

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pISSN : 1226 - 4717
eISSN : 2287 - 3880