HbbTV Business Model
Authors
Abbas, Nilma ; Lama, Mendo
Term
4. term
Publication year
2012
Submitted on
2012-01-10
Pages
184
Abstract
Dette speciale undersøger, hvordan Hybrid Broadband Broadcast Television (HbbTV) kan få bred udbredelse i Danmark, og hvilken forretningsmodel der kan gøre det bæredygtigt. HbbTV er en tv-standard, der tager udgangspunkt i traditionelle udsendelser og kobler dem med internetfunktioner på forbundne tv-skærme, så seerne sømløst kan få ekstra information og interagere med indholdet. For at vurdere mulighederne for udbredelse analyserer vi både drivkræfter og barrierer, faktorer der påvirker hastigheden af adoption, regler og digital rights management (DRM), teknologiens udbredelsesgrad, seeradfærd og de indledende markedsforhold i Danmark. På den baggrund omsætter vi indsigterne til en levedygtig forretningsmodel ved at se på fire sammenhængende områder: servicedesign (hvad der tilbydes seere og partnere), organisationsdesign (samarbejde og styring), teknologidesign (teknisk løsning og standarder) og finansielt design (omkostninger, indtægter og værdifordeling).
This thesis examines how Hybrid Broadband Broadcast Television (HbbTV) can achieve broad adoption in Denmark and what a viable business model could look like. HbbTV is a broadcast-led standard that connects traditional TV broadcasts with internet features on connected TVs, allowing viewers to access extra information and interact with content seamlessly. To assess adoption and market potential, we analyze drivers and barriers, factors that influence the speed of uptake, regulation and digital rights management (DRM), current technology penetration, viewer behavior, and the initial conditions of the Danish market. We then translate these insights into a sustainable business model by considering four interrelated areas: service design (what is offered to viewers and partners), organization design (collaboration and governance), technology design (technical setup and standards), and finance design (costs, revenues, and value sharing).
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