Title :
KT´s local advertisement service and system: Moving toward cross-media
Author :
HwaYoung Jung ; Jungwon Lee ; JinSoo Son
Author_Institution :
Central R&D Lab., KT, Seoul, South Korea
Abstract :
The global trend of FMBC (Fixed-Mobile-Broadcasting-Convergence) fueled the competition of bundling services and extended the open-market business model which used to be available only on the web, to mobile. This trend is also clearly observable in Korean telecommunication market; SK Telecom´s acquisition of Hanaro Telecom and thereafter launching of IPTV and VoIP business in 2008, KT-KTF merger and presumable LG Telecom-Dacom merger in 2009, all show that Korea is not exempt from this global trend of FMBC. Telcos, now possessing multi-window (VoIP, Mobile, IPTV, PC etc) are turning to advertisement industry to develop a new source of business. KT, in particular, is interested in developing a customized advertisement based on the local-geographical information which is a widely used form of offline advertisement and is promoting cross-media convergence advertisement platform.
Keywords :
IPTV; Internet telephony; advertising; broadcasting; IPTV; bundling services; cross-media convergence; fixed-mobile-broadcasting-convergence; local advertisement service; local-geographical information; open-market business model; voice-over -IP; Advertising; Automatic control; Broadcasting; Control systems; Convergence; Corporate acquisitions; IPTV; Internet; Production; Telecommunications;
Conference_Titel :
Intelligence in Next Generation Networks, 2009. ICIN 2009. 13th International Conference on
Conference_Location :
Bordeaux
Print_ISBN :
978-1-4244-4693-3
Electronic_ISBN :
978-1-4244-4694-0
DOI :
10.1109/ICIN.2009.5357085
