Blending telephony and IPTV: Building the TV-link service package using the Alcatel-Lucent Service Broker
ABSTRACT This paper discusses the design and implementation of blended services— composite services whose base component services interact within a common control structure. The paper focuses on blended services that combine aspects of Internet Protocol television (IPTV) and IP Multimedia Subsystem– (IMS)-based telephony services and, in particular, focuses on a service that blends TV viewing and telephone call-handling functions. If a subscriber to this service receives a telephone call while watching TV, the caller ID is displayed on the subscriber's TV screen and the subscriber can signal call control instructions using the set-top box remote control. In this service blend, functions from each base service are coordinated with actions in the other. The mechanism allowing this service is an information channel that allows status and control information to move between the subscriber's set-top box and the IMS system. The services described in this paper are built upon a software foundation called the Alcatel-Lucent Service Broker™ platform, a platform that has unique capabilities to support such an information channel and to serve as the gateway between IMS and digital TV. This foundation offers service developers a set of important functions for the creation of blended services. Specifically, the Alcatel-Lucent Service Broker offers a means of controlling the invocation of base services, a means of communicating through different protocols, and support for large-scale deployment and for service customization. © 2007 Alcatel-Lucent.
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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. DOI:10.1108/02635571111182755 · 1.35 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 05/2009; 36(4-36):7860-7864. DOI:10.1016/j.eswa.2008.11.016 · 1.97 Impact Factor