Blending telephony and IPTV: Building the TV-link service package using the Alcatel-Lucent Service Broker
Bell Labs Technical Journal 01/2007; 12:23-39. DOI:10.1002/bltj.20215
- [show abstract] [hide abstract]
ABSTRACT: Purpose – The purpose of this paper is to analyze the adoption of IP Television (IPTV) as a distribution channel. The authors test the effects of its features, such as personalization and interactivity, on users' perceived control and satisfaction with their purchase experience. The authors also analyze the purchase process of news-on-demand packages, in which users can personalize the contents and amount of news and interact with other users. Design/methodology/approach – A testbed platform was designed which integrates the interactivity and content personalization of IPTV and a 2×2 between-subjects factorial design was developed, resulting in four experimental scenarios of the platform. Multivariate analysis of variance analyses have been applied. Findings – Data from 119 university students corroborate the importance of content personalization and interactivity in the users' purchase experience configuration, as these variables increase both users' control and satisfaction. The authors also confirm that the users preferred the IPTV platform which combines interactivity and personalization rather than the other designs that only had one of these features. Originality/value – In spite of the advantageous features of IPTV, its adoption has been slower than initially expected. The causes of this slow pace of adoption are still unclear. This paper contributes to the understanding of IPTV as a new distribution channel, which is an underdeveloped perspective in the field. Moreover, it demonstrates the importance of fostering the collaboration of users in designing services through interactivity and personalization.Industrial Management & Data Systems 01/2011; 111:1381-1398. · 1.67 Impact Factor
Article: Conjoint analysis for IPTV service[show abstract] [hide abstract]
ABSTRACT: Given the upcoming introduction of IPTV service in Korea, it is necessary to develop business models and marketing strategies to improve customer satisfaction and succeed in market competition. We use conjoint analysis to estimate customer preferences and the relative importance of service factors. Based on results from total customers’ and clustered customers’ service preferences, we propose marketing strategies for service providers.Expert Systems with Applications. 01/2009;
Data provided are for informational purposes only. Although carefully collected, accuracy cannot be guaranteed. The impact factor represents a rough estimation of the journal's impact factor and does not reflect the actual current impact factor. Publisher conditions are provided by RoMEO. Differing provisions from the publisher's actual policy or licence agreement may be applicable.