IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Login to save this paper or follow this series

Case study on the hybrid business model: KT's OTS

  • Song, Minzheong
Registered author(s):

    This paper aims to analyze hybrid consumer behavior and develop a hybrid business model, which serves as a guideline to better understanding hybrid consumer behavior and their needs. The case is the telecommunication operator's new hybrid set-top-box business model which combines IPTV with DTH satellite reception and business. This paper shows KT's OTS (Olleh TV Skylife) which has a successful market performance so far with the hybrid Set Top Box (STB). Before this regional study, it shows the current status of Korean pay TV market in overview. After this, it analyzes the service offerings of cable TV, satellite TV and IPTV. Then, it shows that the mixed service portfolio of satellite TV and IPTV is the perfect service combination to beat the cable TV in terms of hybrid consumer needs. This paper also verifies that this hybrid business model generates good market performance and operating synergy with KT's other legacy business. In conclusion, this paper expects KT's vision about the future growth potential of OTS in home shopping, advertising sales based on the total subscriber base, and also KT's plan to make TV much smarter with innovative open business models such as TV application store of parent KT.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL: http://econstor.eu/bitstream/10419/52215/1/672573040.pdf
    Download Restriction: no

    Paper provided by International Telecommunications Society (ITS) in its series 22nd European Regional ITS Conference, Budapest 2011: Innovative ICT Applications - Emerging Regulatory, Economic and Policy Issues with number 52215.

    as
    in new window

    Length:
    Date of creation: 2011
    Date of revision:
    Handle: RePEc:zbw:itse11:52215
    Contact details of provider: Web page: http://www.itseurope.org/

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:zbw:itse11:52215. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (ZBW - German National Library of Economics)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.