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Strategic management of over-the-top services: Focusing on Korean consumer adoption behavior

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  • Shin, Jungwoo
  • Park, Yuri
  • Lee, Daeho

Abstract

With the emergence of over-the-top (OTT) services, consumers can enjoy broadcasting contents using personal computers, smartphones, and tablets whenever and wherever they want. Not only are traditional broadcasting service providers entering the OTT service market, but Internet service providers are as well, and they are competing with each other to achieve market power. We estimated consumers' preference for OTT service based on conjoint survey data, and conducted a market simulation based on the estimation result in order to analyze the change of market penetration ratio in accordance to the change of market strategy of each broadcasting service provider. As a result, consumers have the highest priority for real-time broadcasting. When the terrestrial television broadcasting service provider does not provide its contents to other service providers, Internet service providers and pay TV service providers can increase their market power by decreasing the price and by increasing the number of VODs respectively.

Suggested Citation

  • Shin, Jungwoo & Park, Yuri & Lee, Daeho, 2016. "Strategic management of over-the-top services: Focusing on Korean consumer adoption behavior," Technological Forecasting and Social Change, Elsevier, vol. 112(C), pages 329-337.
    • Handle: RePEc:eee:tefoso:v:112:y:2016:i:c:p:329-337
    DOI: 10.1016/j.techfore.2016.08.004
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    References listed on IDEAS

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    6. Kim, Kyungah & Kim, Junghun, 2024. "The study of brand loyalty and switching cost on OTT bundled service choice: Focusing on reference-dependent preferences in the saturated market," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
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    8. Agarwal, Reeti & Mehrotra, Ankit & Sharma, Veenu & Papa, Armando & Malibari, Areej, 2023. "Over-the-top (OTT) retailing in the post pandemic world. Unveiling consumer drivers and barriers using a qualitative study," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
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