IP電視：行銷用遊戲之展開

The IPTV marketing game begins

出版商	Ovum, Ltd.
出版日期	2006年10月	商品編碼	46508
內容資訊	英文 15 PAGES
價格	US $ 1755 PDF by E-mail (Single User License) US $ 4387.50 PDF by E-mail (Global License)

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IP電視：行銷用遊戲之展開 是由出版商Ovum, Ltd.在2006年10月所出版的。這份英文市場調查報告書包含15 PAGES 價格從美金1755起跳。

With a number of IPTV services now commercialised, European telcos are finding themselves in the real world of film and TV content distribution. Many have entered extremely competitive pay-TV markets, home to players including direct-to-home satellite operators, cable TV companies and, increasingly, digital terrestrial TV providers. While an IPTV service's content is its foundation, this will be nothing without clever branding and packaging. IPTV is the telco's toughest challenge yet in terms of winning the marketing game.

Key findings and recommendations
Launch and post-launch approaches
Staking a competitive position
- Satellite and DTT links
Customer segmentation
Approaches to branding: what's in a name
- Taking into account corporate strategy
- Creating brand values
Packaging and publicity
- The role of the bundled offering
- Telcos' use of marketing media