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A Study on Business Model of IPTV Operators in Germany
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독일 IPTV 사업자의 비즈니스 모델에 관한 연구

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Type
Academic journal
Author
Journal
The Korean Association of Political Science & Communication The Journal of Political Science & Communication Vol.12 No.2 KCI Accredited Journals
Published
2009.12
Pages
219 - 242 (24page)

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A Study on Business Model of IPTV Operators in Germany
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Abstract· Keywords

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All the IPTV businesses of the world including that of Germany have so far failed to find the right model for their operation. Although IPTV operators have succeeded in keeping their old subscribers through TPS, they failed to secure new subscribers through cable TV. In the creation of value chain IPTV operators take charge of all the services except the creation of contents. Therefore, differentiated content in IPTV business, the number of subscribers which is crucial for becoming competitive advertising media, and a variety of incomes derived from service and advertisement are all interdependent. This indicates that if contents have a competitive advantage, it is much easier to secure subscribers, and this competitive advantage again helps generate a virtuous cycle of securing a variety of incomes derived from service and advertisement. If contents lack a competitive advantage, on the other hand, a vicious circle of problems takes place in all areas. So the most crucial point for the successful IPTV business is how one can secure highly differentiated contents at the most reasonable price.
#IPTV 시장 #IPTV 비즈니스 모델 #독일 IPTV #IPTV 수익원 #양방향 광고 #IPTV Market #IPTV Business Model #German IPTV #IPTV Revenue Source #Interactive Advertising

Contents

[국문요약]
Ⅰ. 서론
Ⅱ. 독일 IPTV 시장 현황 분석
Ⅲ. IPTV 시장의 장애요인과 성공요인
Ⅴ. 독일의 IPTV 비즈니스 모델과 수익원
Ⅳ. 결론
〈Abstract〉

References (23)

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1. [보고서] - 김명중 / 2006 / 우리나라 IPTV 관련 동향 및 향후 TV의 진화방향 보고서 google schola 2. [보고서] - 김명중 / 2009 / 우리나라 IPTV 광고의 성공적 도입을 위한 조사연구 google schola 3. [보고서] - Atlas Research & Consulting / 2008 / IPTV의 현재와 미래. 시장사업자 BM 전망 google schola 4. [학술대회논문] - SK broadband / 2008 / IPTV 양방향 광고 수익모델 / 심포지엄 발표자료 google schola 5. [단행본] - Dieter, Stephan / 2008 / IPTV -Über Internet anders fernsehen?! / LfM google schola

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