The Relationship between IPTV Business Model and Operating Performance—THE Case Study on Multimedia on Demand (MOD) of Chunghwa Telecom

• Main Authors: JER-YI LIU, 劉哲宇
• Other Authors: Hsieh Chia-Hung
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/ptv7hf

碩士 === 銘傳大學 === 管理學院高階經理碩士學程 === 96 === With the development of technology, the role and border of traditional mass media have disappeared, and the 4C Media Convergence-Computer, Communication, Consumer Electronics and Digital Content have become an inevitable trend, IPTV industry emerged as the times require. This study focuses on IPTV business model through the digital convergence, in order to find out the various aspects and operational elements of a successful business model by the survey from individual case and related reference. According to the results of the related reference, this study bases on “Four Dimensions of Business Model”(Hamel, 2000), and use the“Descriptive Statistics”,“Factor Analysis”,” Simple Linear Regression” to discover the factors which affecting operating performance as below: (1) customer profitability and product design, (2) core capability and strategic asset, (3) market segmentation and differentiation, (4) the design of value chain and revenue mechanism, all have a direct and positive relativity with operating performance. To compile the related analysis and the surveys from different companies could make the following suggestions: (1) The development of MOD should emphasize the satisfaction of customer’s interest, interaction, convenience and integral impression, and offer users a simple UI interface through the design of operation, exercise and service. (2)It should use the professional media operation to manage MOD, and utilize other strategic assets such as: business image, brand appeal, technology patent to expand marketing effectiveness. (3)It should use the segment marketing for the market segmentation, then offer superior content to the appropriate niche market, and combine Web2.0 to operate with interaction, participation, share. In this way, the differences between MOD and Cable are noticeable very much. (4) MOD just like a warehouse with many digital contents, therefore, the management of supply is become more important, and it should establish a fair mechanism for allotting money in order that all the supplies could share revenue and increase extra commission besides the slotting allowance of MOD platform, so as to promote the operating performance.