COMMERCIAL ASPECTS OF CONVERGED TELECOM-BROADCASTING SERVICE: INSIGHTS FROM THE SATELLITE DMB SERVICE IN KOREA
One of the dominant trends in Korea's IT industry of late is digital convergence. Of all forms of digital convergence, the one between telecommunications and broadcasting in the form of satellite DMB (Digital Media Broadcasting) service is regarded as the most innovative, and it is eliciting interest from a technological and regulatory viewpoint, as well as from a business model perspective. In this paper, as an exemplary case study, we describe the distinctive characteristics of satellite DMB service, forecast market acceptance for satellite DMB service and provide quantified estimation results. The focus of the study is on gauging how successful is the market debut for this leading convergence service. The paper also examines other services of similar type, subject to the same regulations, for comparative purposes, and the estimation of the market acceptance for satellite DMB service which draws on theories of innovation diffusion. Satellite DMB service, being one of the culminations of the telecom-broadcasting convergence initiatives of recent times (the findings of this study, as has been confirmed by recent Korean experiences) can be useful for further research on similar digital convergence service products.
Digital convergence service, telecommunications and broadcasting, satellite DMB service, market acceptance, diffusion of innovation
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