What are important factors for the successful implementation of IPTV across countries?
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1 What are important factors for the successful implementation of IPTV across countries? Jiwhan Kim*, Changi Nam*, Min Ho Ryu** *KAIST School of Business and Technology Management *Hoseo University Graduate School of Management and Technology
2 Contents Introduction Literature Review Data & Methodology Results & Discussion Conclusion & Implications
3 Introduction IPTV is facing significant changes caused by the rapid evolution of the video streaming industry Exponential growth of VOD services (Netflix, Hulu) and the market entry of global ICT giants (Google, Amazon) Proliferation of smart devices intensifying the trend of cord cutting Changing media consumption patterns IPTV can be a viable option for telecommunications operators to evolve beyond the old subscription-based business model and pursue sustainable growth IPTV has an advantage over competitors in terms of interactivity and personalization Thus it can be an effective strategy to both defend telecom operators legacy business and attack the media market
4 Introduction However, the level of IPTV penetration is different across countries Hong Kong has the most developed IPTV industry, with PCCW s Now TV dominating the market Japanese IPTV industry has been struggling due to difficulty of securing exclusive contents Research on what influences IPTV penetration in various markets around the world has been rather insufficient Therefore, this paper attempts to identify the key factors that lead to successful implementation of IPTV across countries Provide strategic implications to telecom providers on 1) Taking advantage of IPTV services to increase their user base 2) Successfully transform their business model
5 Research Questions 1 Factors influencing successful IPTV penetration across countries 2 Comparison of countries with different IPTV penetration levels 3 Implications for telecom operators
6 Literature Review Consumer motivations for using IPTV services Different marketing measures should be used to target consumers with different motivations Interactivity and personalization foster IPTV usage Kang and Lee (2013), Kant et al (2014), Blasco-Arcas et al (2013), Jan et al (2012) Inter-channel relationships Telecom operators diversification into IPTV and use of bundling positively influenced performance IPTV is in a competitive relationship with other pay-tv services Terrestrial broadcasting does not hinder VOD consumption through IPTV Shin et al (2015), Lee and Cho (2015), Sung and Kwack(2016) Factors affecting IPTV diffusion Market share of leading paid television provider, broadband internet penetration, pay TV market size, urban population, product experience found to be significant factors Park and Lee (2012), Lee et al (2015), Sawng et al (2013) Existing research on determinants of IPTV diffusion is relatively scarce and somewhat limited in scope This research analyzes a larger set of variables affecting IPTV diffusion in various countries
7 Data and Research Design Dataset Obtained from two sources (International Telecommunications Union and PricewaterhouseCoopers) 23 variables on 37 countries during the period between Variables Various aspects of the telecommunications industry that could possibly affect IPTV penetration Number of subscribers to fixed and wireless broadband, satellite TV, telephone, internet Yearly revenue and investment in telecommunications infrastructure Broadband speed, cap, and internet bandwidth Broadband and telephone installation fee, monthly subscription charge Research Design Explanatory factor analysis to group variables into larger factors Regression analysis using obtained factors to identify determinants of IPTV diffusion Comparison among countries with different levels of IPTV penetration
8 Data and Research Design
9 Results Explanatory Factor Analysis Factor analysis conducted with 20 variables Two variables removed due to low communalities Fixed internet subscription and fixed broadband excess usage price KMO measure and Bartlett s test signal that results were acceptable
10 Results Explanatory Factor Analysis Six factors extracted Broadband penetration Telecom industry development Broadband quality Telecom service fee Broadband cap Satellite TV penetration Accounted for 83.69% of the total variance First two factors accounted for 29.98% and 23.66% respectively
11 Results Regression Analysis Regression analysis used to examine how the six factors influence IPTV penetration in each country = + *BroadbPen + *TelcoIndMat + *IntQual + *TelcoSerFee + *BroadbCap + *SatTVPen +
12 Results Regression Analysis Broadband penetration and quality (+) Telecom operators often employ bundling strategies (TPS, QPS) to offer IPTV as an extension to broadband and telephone High level of broadband penetration signals a highly attractive market with many potential IPTV subscribers High quality internet service is necessary for providing satisfactory IPTV service Telecom service fee and satellite TV penetration (-) Higher broadband and telephone installation fees would lead to lower broadband subscription, and consequently less IPTV subscribers Satellite TV is a direct competitor of IPTV, so higher satellite TV subscriptions would lead to lower IPTV penetration Telecom industry development and broadband cap (insignificant) Increase in revenue and investment in telecom infrastructure increase price burden for consumer, which causes them to refrain from subscribing to additional services Development of technology makes it easier to provide a higher cap for lower costs
13 Results Group Comparison Group comparison conducted to gain additional insight into difference between countries Countries sorted into three groups based on their IPTV penetration: high, medium, and low
14 Results Group Comparison High penetration group Broadband penetration, broadband quality, and telecom service fee found significant, which signals that bundling was actively utilized Negative coefficient for broadband penetration due to increase of alternative video contents platforms (VOD, YouTube) when broadband penetration is high Medium penetration group Broadband penetration and satellite TV penetration found significant Insignificance of broadband quality and telecom service fee signals underutilization of bundling strategies Low penetration group Broadband penetration and broadband cap found significant Similar to medium group, lack of bundling Broadband cap could be an important concern for IPTV subscribers in these countries
15 Conclusion & Implications This study examined which variables lead to higher IPTV penetration across countries Factor analysis uncovered six factors, which were used as independent variables in regression analysis Broadband penetration, broadband quality, telecom service fee, and satellite TV penetration were significant factors affecting IPTV diffusion Group comparison conducted to gain additional insight Strategic implications to telecom operators For telecom operators in countries with high IPTV penetration, it is critical to find a way to compete against newer forms of video streaming services For telecom operators in countries with low IPTV penetration, it is important to invest in broadband infrastructure and improve the quality of broadband service Bundling strategies should be actively utilized
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