A PROPOSED INITIATIVE MODEL FOR COMMUNICATION SERVICE PROVIDERS TO ENTER OVER-THE-TOP BUSINESS

• Main Author: Vestius Confido, Jemy
• Format: Dissertations
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28246
• Institution: Institut Teknologi Bandung

Communication Service Providers (CSPs) all over the world are in struggle due to the rapidly changing Over-The-Top (OTT) businesses. CSPs already suffer revenue decrease and must enter the OTT businesses to recover it but only few of their attempts are successful. Research in the area of OTT initiative by CSPs has not been established while existing researches are lack of integrated perspective. This research is intended to propose an integrated approach with consideration on OTT characteristics. The model is a systematic approach that comprises of decision steps and tools, which are expected to effectively help CSPs to define OTT business portfolio, decide OTT development strategy, design OTT business model, and deploy OTT business model parameters. The proposed model is constructed and tested in the largest Indonesian CSP involving seven top-level executives and forty strategic level business managers and consultants. The research consists of model building phase, which applies Group Model-Building (GMB) and model confirmation phase, which adopts Action Research (AR). Information and data are collected using in-depth interview, questionnaires, Focus Group Discussion (FGD), and the implementation results. The conclusions are examined using Technology Acceptance Method (TAM) and Delphi method. swot. The research concludes that the integrated OTT initiative cycle is very effective for the CSP in managing OTT initiatives as proven by the significant improved performance. While previous researches in this direction only address certain steps, this research implements the whole cycle of planned action, observe, and reflect to ensure successful application in the real world. This approach is expected to become a new practice for CSPs in managing OTT businesses. This research is empirical in nature and generalization of the result to other CSPs and non-OTT initiatives needs further validation.