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Article
Publication date: 9 May 2008

Harry Bouwman, Meng Zhengjia, Patrick van der Duin and Sander Limonard

The purpose of this paper is to investigate a possible business model for telecom operators for entering the IPTV (digital television) market.

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Abstract

Purpose

The purpose of this paper is to investigate a possible business model for telecom operators for entering the IPTV (digital television) market.

Design/methodology/approach

The approach takes the form of a case study, literature search and interviews.

Findings

The IPTV business model always has to adjust to the change of external factors and uncertainties in the exploration and the exploitation phase. The four scenarios presented in this paper explicitly address the demand, regulatory and competition‐related uncertainties. The scenarios represent the different future possibilities in terms of regulatory environment, industry structure and consumer attitudes towards (IP)TV service. By choosing the right business model, telecom operators can sustain the market competition and deliver customer value and economic benefits. In the light of limited resources, when balancing the requirement of IPTV business model design, telecom operators have to focus on the critical design issues in each of the scenarios.

Research limitations/implications

This is a one‐case study, so no cross‐analysis with other cases was possible.

Practical implications

The research does not stop when the critical design issues have been analysed, but takes them a step further to shed light on the viability of the business model in an exploration phase. This is done by integrating the business model framework analysis with scenario analysis. Scenario analysis indicates various future possibilities and provides a platform for analyzing the decisions regarding critical design issues that have to be made in an uncertain future environment. The competing views on future developments are helpful in reducing the future uncertainties with regard to viability and feasibility of business models for IPTV.

Originality/value

This is one of the first studies that looks into the relationships between business models and scenarios. Also, the application on IPTV is quite novel.

Details

info, vol. 10 no. 3
Type: Research Article
ISSN: 1463-6697

Keywords

Article
Publication date: 6 June 2016

Sungbum Park, Sang-ug Kang and Hangjung Zo

The purpose of this paper is to examine how user-perceived video quality, measured by computer assisted web survey, interacts with content richness (CR) and interactivity…

Abstract

Purpose

The purpose of this paper is to examine how user-perceived video quality, measured by computer assisted web survey, interacts with content richness (CR) and interactivity (IA). It also analyzes how those internet protocol television (IPTV) idiosyncrasies impacts audience perceptions (perceived usefulness (PU) and perceived resistance (PR)) and actual subscriptions.

Design/methodology/approach

A computer assisted web survey was administered in Korea to collect data. A structural equation model and Z-test analyses were conducted to address the research hypotheses.

Findings

User-perceived video quality influences audience perceptions (PU and PR) through interaction with CR and IA. Subscriber perceptions have a causal relationship with IPTV subscriptions.

Practical implications

Balanced improvement of the IPTV value chain, from content to technical (platform, network, and terminal) perspectives, are necessary for IPTV diffusion. Also, IPTV providers should establish the diffusion strategies, minimizing the user-perceived restrictiveness as well as maximizing the PU.

Originality/value

This study shows computer assisted assessment of video quality can be applied to behavior science. The research model suggests PR, which has been relatively unnoticed is included in existing technology acceptance theories. The introduced antecedents of IPTV subscriptions can be referred to as key performance indicators regarding new media adoption studies.

Details

Information Technology & People, vol. 29 no. 2
Type: Research Article
ISSN: 0959-3845

Keywords

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