 Strategic management of over-the-top services: Focusing on Korean consumer adoption behaviorJungwoo Shin, Yuri Park and Daeho Lee Technological Forecasting and Social Change, 2016, vol. 112, issue C, 329-337 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. Keywords: Over-the-top service; Pay TV services: mixed logit; Multivariate probit; Bayesian estimation; Market simulation (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:112:y:2016:i:c:p:329-337 DOI: 10.1016/j.techfore.2016.08.004 Access Statistics for this article Technological Forecasting and Social Change is currently edited by Fred Phillips More articles in Technological Forecasting and Social Change from Elsevier |
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