IPTV产业-韩国电信.pptx

Overview of IPTV Industry in Korea Review Business Plans IPTV Business Permission 2005 BcN Trial Service 2006 Pilot Service 2007 IPTV law passed 2 Korean Broadcasting Commission 1. Overview of IPTV Industry in Korea ① History of IPTV in Korea 09.02.2008 09.24.2008 3 KT, SKBB and LGD will invest $1 billion On Contents by 2012 Interactive Services Video on Demand Linear Channel ※ As of 10.15. 2009 1. Overview of IPTV Industry in Korea ② Contents 4 KT, SKBB and LGD will invest $3.7 billion on IPTV business by 2012 ETRI Jan.2007 1. Overview of IPTV Industry in Korea ③ Investment 5 The number of IPTV subscribers has exceeded 1 million And KT holds 52% of the IPTV market share 1. Overview of IPTV Industry in Korea ④ Subscriber PLACE/PROMOTION Growth Engine for KT QOOK TV Do not use internet Lack of decent linear channels More expensive compared to CATV Various plans bundle deals A-la-carte, education plan, etc Bundle plans lower the payment IPTV only product(tentative) For those who do not need internet Hybrid Service Increasing No. of Channels Satellite channels + IPTV VoD 7 Various services and plans to satisfy customers ※ UA Research, 2009 Diversification of Products 2. Growth Engine for KT QOOK TV Listening to customers needs Why people did not choose IPTV… 40% 20% 20% 8 Great product with decent price make it “THE RIGHT ONE” 2. Growth Engine for KT QOOK TV Various payment plans 9 Reinforcing distribution promotion strategy Facilitating Expanding Promotion Enhanced KPI To secure 100M customers, KPI index increased (to 500%) Strengthening Corporate Policy Commission ↑ Increased the commission for the bundle products Encouraged sales for the Live service which has better ARPU than VOD service Increasing sales commission Strengthening Distribution Capacity Group products - Better ARPU School IPTV service/ Military IPTV service Expanding to sell B2B Products Expansion of distribution channels No.of QOOKShow Zone: from 300 to 2,500 Bundle deals KT – KTF MA 2