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As the use of electronic library resources increases, the demand for online support also multiplies. Information literacy and 24/7 customer support are some of the urgent issues related to research in an electronic environment that many libraries are trying to address today. This article describes an approach in meeting these challenges, the Let‐It‐V (Learning E‐Resources Through Instructional Technology Videos) project at the Texas A&M University Libraries. This study combines the use of screen‐captured videos and a streaming media encoder to produce topic‐specific videos for task‐oriented demands. It is visual, interactive, and seeks to provide just‐in‐time solutions at a point of need. On‐demand streaming is a viable, cost‐effective alternative for low bandwidth delivery of video‐enabled library instruction. The technologies involved, key development issues, lessons learned and their implications for distance learning are discussed.

This study aims to investigate the evolution of factors that influence the current and future use of video streaming applications by Millennial consumers.

Combining technology acceptance, perceived values and user identity theory this study used factor analysis and multiple regression to examine data from a survey of 292 university undergraduates.

Millennial’s current and future use of video streaming services remains driven more by social and emotional values and their effect on identity salience with their choice of content. Ease of use, convenience and monetary value remains less of an influence currently but may become more important in the future with the continued maturity of the industry.

The results of this study suggest that video streaming service providers should be developing business models that recognize the increasing importance of emotional appeal and self-identity of their service offerings as the industry matures and competition increases.

The research is novel in addressing future video streaming service provision by examining changes in young consumer behaviour over time within a similar sample population and considering the growth and technological advancement of video streaming services. The results are significant in addressing the gap that exists in understanding whether perceived values for technology adoption of the same product or service by millennials change over time and the implications that have for product and service providers.

The case study illustrated strategic, marketing, financial and operational challenges faced by Netflix in India's growing SVoD market. This case is appropriate in courses such as Strategic Management, Business Strategy, Marketing Management and International Marketing for postgraduate MBA students, other graduate-level management programs and undergraduate-level students. The case was developed to raise awareness among students, to understand the complex nature of the technology-driven industry, to survive in the highly competitive market, to set up a company that serves the huge Indian market. This case delves into the dynamics of marketing on the Indian market, characterized by unorganized players such as local cable television; torrent downloads and organized and established players, low digitalization rates, language barriers, low internet penetration, lack of infrastructure, price-sensitive consumers. Due to up-gradation in technology, internet penetration, an increase in smartphone users, and the market has undergone a notable amount of change, due to a lot on new entrants, competitions, substitutes. The case states various obstacles, for a multinational company while entering the market such as India and how they are required to strategize, mold their marketing mix, need to analyze en-cash their strength, overcome their weakness, take maximum advantage of opportunities and modify their strategies to face huge challenges. The specific learning outcome of the case will help students to understand the strategy that multinational companies can adopt to sustain, compete in emerging countries such as India and within that emerging market such as streaming videos on demand (SVoD). This case will help students to understand the importance of internal and external resources, which help multinational companies to make strategies based on these resources. The case study offers learners the opportunity to explore the strategy in a dynamic environment. This case also highlights the critical issues that should be addressed by multinational companies when entering into a foreign market. The case highlights the importance of analyzing the competitive environment in which it’s going to compete and sustain. It can be used to introduce Ansoff’s growth matrix, internal and external factor analysis and porter’s five forces in the delivery of course for both regular and executive programs. The case should be offered in the middle term periods of the course. Additionally, the case could be used in marketing courses to indicate the importance of scanning the business environment in marketing activities for any organization. The case illustrates the strategies that companies can undertake to expand the market, introduce new products, as per the requirement of business environment and concerns linked with innovating approaches to support the organization to satisfy a larger number of price-sensitive consumers from varied backgrounds.

Netflix has been optimistic about the potential growth of the Indian market. It will grow slowly and gradually and become profitable. The SVoD market in India has been price sensitive. There are no plans for cheaper prices. Netflix had a long way to go. The pricing model of Netflix was a hurdle in its growth, but the future of Netflix in India was bright. There have been numerous challenges in terms of government regulations, pricing structure and an increase in the number of competitive players on the market. Netflix believed that Indian audiences enjoyed “Bollywood” film productions but watched low-quality soap opera content on television. Television audiences were a massive untapped market for their brand of original, exclusively produced content. Can Netflix come up with a marketing and growth strategy, or else they might be looking to lose market share and revenue. Should a new product such as Amazon and MI fire stick be introduced in the existing market like their competitors? Should they enter the existing market with existing products, or should they seek a new market in India, such as the rural market, the Pyramid market, the Tier II market and the City III market? Should they diversify into a new market with new products? How Netflix should plan its market communication if it wants to launch a new product or if it wants to reposition its existing product. Netflix had to rethink its strategies and also needed to address these issues so that they could travel smoothly on Indian roads. High marketing budget and aggressive promotions helped Netflix India to make a profit in its first year.

Postgraduate MBA students, other graduate-level management programs and undergraduate-level students.

Teaching notes are available for educators only.

CSS 11: Strategy.

Information-centric networking (ICN) is an innovative paradigm for the future internet architecture. This paper aims to provide a view on how academic video lectures can exploit the ICN paradigm. It discusses the design of academic video lectures over named data networking (NDN) (an ICN architecture) and speculates their future development. To the best of author’s knowledge, a similar study has not been presented.

The paper is a visionary essay that introduces the background, elaborates the basic concepts and presents the author’s views and insights into academic video lectures that exploit the latest development of NDN approach and its applications.

The ICN paradigm is closely related to the levels of automation and large-scale uptake of multimedia applications that provide video lectures. Academic video lectures over NDN have: improved efficiency, better scalability with respect to information/bandwidth demand and better robustness in challenging communication scenarios. A framework of academic video lectures over NDN must take into account various key issues such as naming (name resolution), optimized routing, resource control, congestion control, security and privacy. The size of the network in which academic video lectures are distributed, the content location dynamics and the popularity of the stored video lectures will determine which routing scheme must be selected. If semantic information is included into academic video lectures, the network dynamically may assist video (streaming) lecture service by permitting the network to locate the proper version of the requested video lecture that can be better delivered to e-learners and/or select the appropriate network paths.

The paper helps researchers already working on video lectures in finding a direction for designing and deploying platforms that will provide content-centric academic video lectures.

The paper pioneers the investigation of academic video lecture distribution in ICN and presents an in-depth view to its potentials and research trends.

Outlines the technological problems which make it hard to deliver high quality video over the internet, e.g. insufficient bandwidth, clients’ machines etc.; and considers how they might be solved. Describes how digital video, audio presentations and animations can be streamed to a computer and the ways in which various US sectors are actually using streaming media at the moment. Discusses the future for multimedia applications in corporate training, e‐business and higher education; and predicts they will be very widely used as the technology improves.

When comparing novel centralized and distributed communications and video streaming services, the authors identified a need for a theoretic framework to position a multitude of ICT services and technologies according to their value proposition. Literature does not integrate existing value analysis concepts into a holistic theoretical framework. This paper aims to address this shortcoming by proposing a value analysis framework for ICT services capable of describing the value exchanges between different actors and their role constellations based on technological componentizations.

The paper evaluates a representative selection of communications and video streaming services and an extensive literature study on existing value analysis research was conducted to develop the framework and to verify it.

The paper demonstrates the applicability of the value analysis framework in communications and video streaming case studies, which are technically very different from each other but, at the abstraction level the framework provides, display very similar characteristics in value flows and role constellations.

The value analysis framework could be extended and verified with other case studies and complemented with quantitative modeling and system dynamics.

The authors combine existing literature into a proposal of a holistic value analysis framework and apply it to novel centralized and distributed communications and video streaming services. Both academics and practitioners can use the framework to evaluate the value proposition of ICT services and technologies.

The purpose of this conceptual paper is to provide a typology for classification of the digital goods business (DGB), analyzing its characteristics with selected cases, to suggest an evolution strategy appropriate for today's digital business economy, and to address the research implications.

Based on a focus group interview, the study identified and classified the DGB models into four types in terms of sales channels and service methods, and further proposed five evolution strategies for the DGM.

The paper proposes five evolution strategies for the DGB: from streaming direct to streaming intermediary; from download direct to download intermediary; from download intermediary to streaming intermediary; from download direct to streaming direct; and from download direct to streaming intermediary. These evaluation strategies will be suitably applicable to the type of digital goods for which a business strives.

As the study is exploratory in nature, further research will be required to empirically confirm the findings of the underlying study regarding various DGBs, such as software, games, and movies. In addition, as the proposed typology reflects only the current state of the DGB industry, a further elaboration of the typology may also prove necessary in the future as technologies and the DGB industry evolve.

Providing a useful theoretical foundation for future DGB studies and valuable insight into practical applications in the ever‐growing DGB field, the paper delivers transitional strategic insights based on digital goods taxonomy. This strategic implication can be applicable to analyzing and explaining current DGB cases.

The Video Quality Metric (VQM) is one of the most used objective methods to assess video quality, because of its high correlation with the human visual system (HVS). VQM is, however, not viable in real-time deployments such as mobile streaming, not only due to its high computational demands but also because, as a Full Reference (FR) metric, it requires both the original video and its impaired counterpart. In contrast, No Reference (NR) objective algorithms operate directly on the impaired video and are considerably faster but loose out in accuracy. The purpose of this paper is to study how differently NR metrics perform in the presence of network impairments.

The authors assess eight NR metrics, alongside a lightweight FR metric, using VQM as benchmark in a self-developed network-impaired video data set. This paper covers a range of methods, a diverse set of video types and encoding conditions and a variety of network impairment test-cases.

The authors show the extent by which packet loss affects different video types, correlating the accuracy of NR metrics to the FR benchmark. This paper helps identifying the conditions under which simple metrics may be used effectively and indicates an avenue to control the quality of streaming systems.

Most studies in literature have focused on assessing streams that are either unaffected by the network (e.g. looking at the effects of video compression algorithms) or are affected by synthetic network impairments (i.e. via simulated network conditions). The authors show that when streams are affected by real network conditions, assessing Quality of Experience becomes even harder, as the existing metrics perform poorly.

The purpose of this paper is to examine the adoption of videos on US hospital web sites in an attempt to find out how this new medium had been used by hospitals for marketing purposes.

Based on a systematic probability sample of the 6,456 US hospital web sites, a content analysis is conducted to measure the effects that hospital service quality, hospital size, hospital affiliation, and geographic population had on the diffusion of online videos.

The paper has found that, although the critical mass for using videos on hospital web sites has been reached, for the overwhelming majority of the hospitals, including those that are already using videos, there is still a long way to go in learning how to harness the power of video for marketing and to make videos an integral and routine part of their marketing strategy.

Further studies need to be conducted to uncover hospitals' attitudes and users' attitudes toward new media adoption on hospital web sites for presenting healthcare information.

The paper gives readers an overview of the current state of hospitals' efforts in adopting new media for marketing and can greatly help hospitals better position their marketing strategies to serve their patients, communities, and hospital staff, and invest in the right technology and new recruits.

The literature search indicates that this is the first study of its kind that has attempted to find out how hospitals have taken advantage of video, a salient Web 2.0 phenomenon, to present healthcare information on their web sites as a marketing strategy.

To investigate if online TV content platforms create value for consumers (and increase use) by offering its users the possibility to self-invest in the service (by giving personal content preferences). We link demographic and attitudinal antecedents to the relation between self-investment and use.

Data were collected together with a Belgian media company (N = 4,136). To test the effects a latent growth model was composed in a multigroup setting with gender as the grouping variable. The model is analyzed through structural equation modeling in Mplus 8.0.

In general, strong relations between self-investment and increased use were found, although the effect of self-investment on use was stronger for female consumers. Furthermore, we established strong hedonic effects on using and investing in the service. For men, easy to use platforms lead to less self-investment.

Our findings are restricted to free services. Furthermore, attitudinal variables are antecedents of behaviors. However, a more complex interplay between behavioral and attitudinal variables is possible. Further research could use repeatedly measured attitudinal measures and link these to behaviors over time.

Service developers could offer different platform interactions to different segments to create consumer value. Women seem more receptive for extra functionalities, such as the possibility to indicate preferences. Men mainly focus on the content offered.

This study focuses on a new form of media distribution, online TV content platforms, where we investigate two related behaviors of users over time (self-investment and use) instead of a general approximation of use. Multi-source data were used.