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IPTV After a media stir-fried and the initial pilot, the operator gradually return to rational thinking among mature operator began to think about IPTV business model design, “how to meet customer needs while achieving the profitability of IPTV,” as they continue to explore issues, the paper carrier in both practice and thinking, based on value-added telecom services combined with the development pattern of the design of the IPTV business model put forward some new views.
Of: Changhong Information Technology Co., Ltd. General Manager Wu ShenggangA traditional IPTV business model design problemDesign in the IPTV business models, operators are often the first thought “IPTV service which can be opened to attract customers?”, “How much can the end user to accept?” And “how many users are willing to pay service charges?” And so on problem. Based on the above market research these issues often come to almost identical but it also allows operators to confusing results, such as: “user demand for video-on-demand is far greater than information services, interactive games needs”, “As a free viewing habits, users do not want to buy new STB, “” User fees for services, the capacity can not be too much above the current cable television services “and so on.
Based on market research results, operators used in early experiments in low-end set-top boxes complimentary business models, many parts of the IPTV pilot to the main play-on-demand movie and television content, business information, also have a “network TV” ” Broadband DVD “and other names.
Reality, however, gave the operator a small setback, the original Hong Kong’s PCCW NOW differentiated business model because the market environment can not be copied in China to film the video service as the core selling point of IPTV in Hong Kong to local cable service fees higher profits with a wide space, but the cable service rates in the Mainland and the dual constraints of pirated DVD, users often a result of “television program watched enough” or “might as well buy a high compression The HDVD “reasons such as reduced willingness to pay for IPTV. So, all started IPTV industry development prospects of the suspect parts of the operators are also due to the larger initial investment in the central office terminal and the user wishes to pay less into a dilemma. IPTV
how to break the current deadlock? We need to re-perspective from a business model innovation.From the general rules of the telecommunications industry to start we can find successful business from initial import to the ultimate universal experience of the different types of people tend to spread, but often at different stages of differentiation into the crowd and showed varying purpose of use.
Throughout the mobile phone industry, their market development process despite surface, is experienced by the vertical high to low market penetration, but further analysis can be found, often accompanied by their different stages of adding different types of groups: early join the crowd are those who seek fashion grade prominent people, then the efficiency of that type of communication for business people, then those relatives and friends to communicate more easily to social-type groups, but since then the popular toward the general public.
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Topics: business model innovation hong kong, iptv business plan, pccw iptv business model