This paper aims to analyze a case of a telecom operator, Korea Telecom （KT）＇s hybrid business model---Olleh TV Skylife （OTS）. This case is KT＇s new hybrid network and set-top-box （STB） which combines Internet ...This paper aims to analyze a case of a telecom operator, Korea Telecom （KT）＇s hybrid business model---Olleh TV Skylife （OTS）. This case is KT＇s new hybrid network and set-top-box （STB） which combines Internet Protocol TV （IPTV） with Direct-To-Home （DTH） satellite reception and business. It serves now as a guideline to better understanding hybrid consumer behavior and their needs. This paper shows how KT＇s OTS has been formulated as a new business model, how it has changed the market structure, and how it has experienced a successful market performance with new business idea and innovative technology. Before analyzing this case, it firstly discusses about the technological situation and the industrial organization （IO） theory. After this, it shows the previous service offerings of cable TV, satellite TV, and IPTV, before launching OTS and 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. After explanation about OTS, this paper verifies whether this hybrid business model really changes market and generates a good market performance and operating synergy with KT＇s other businesses of content, network, and marketing. In conclusion, this paper expects future growth potential of OTS and KT Skylife in terms of subscription fee, home shopping, and advertising sales based on the total subscriber base.展开更多
文摘This paper aims to analyze a case of a telecom operator, Korea Telecom （KT）＇s hybrid business model---Olleh TV Skylife （OTS）. This case is KT＇s new hybrid network and set-top-box （STB） which combines Internet Protocol TV （IPTV） with Direct-To-Home （DTH） satellite reception and business. It serves now as a guideline to better understanding hybrid consumer behavior and their needs. This paper shows how KT＇s OTS has been formulated as a new business model, how it has changed the market structure, and how it has experienced a successful market performance with new business idea and innovative technology. Before analyzing this case, it firstly discusses about the technological situation and the industrial organization （IO） theory. After this, it shows the previous service offerings of cable TV, satellite TV, and IPTV, before launching OTS and 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. After explanation about OTS, this paper verifies whether this hybrid business model really changes market and generates a good market performance and operating synergy with KT＇s other businesses of content, network, and marketing. In conclusion, this paper expects future growth potential of OTS and KT Skylife in terms of subscription fee, home shopping, and advertising sales based on the total subscriber base.
