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http://dx.doi.org/10.14400/JDC.2021.19.10.303

An analysis of OTT operator competitiveness via OTT platform business model development  

Kim, So-Hyun (Department of Industrial Engineering, Yonsei University)
Leem, Choon-Seong (Department of Industrial Engineering, Yonsei University)
Publication Information
Journal of Digital Convergence / v.19, no.10, 2021 , pp. 303-317 More about this Journal
Abstract
The purpose of this study is to analyze the competitiveness of OTT operators by developing an analysis framework specialized for the OTT industry. Based on existing research on business model, platform business model, and OTT characteristics, the OTT platform business model framework was developed, and case analysis was conducted based on data from related materials, literature, and internal data to suggest the direction for domestic OTT operators. As a result of the study, domestic OTT operators should use advanced AI and big data technologies to produce original content and improve the infrastructure and service quality of the platform. This study is meaningful in that it provides an analysis framework for OTT operators to establish their own competitive strategies and suggests the direction for domestic OTT operators through case application.
Keywords
OTT; OTT platform; business model framework; platform business; business model;
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