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Signature Redacted- Michael A Creating a Sustainable Business Model for the TV Industry Strategic analysis on the Smart TV ecosystem By MASSACHUSETS IN61WTUTE Eileen J. Park OF TECHNOLOGY Bachelor of Science JUN 18 201 Ewha Women's University, 2003 LIBRARIES MBA Seoul National University, 2014 SUBMITTED TO THE MIT SLOAN SCHOOL OF MANAGEMENT IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF SCIENCE IN MANAGEMENT STUDIES AT THE MASSACHUSETTS INSTITUTE OF TECHNOLOGY JUNE 2014 0 2014 Eileen J. Park. All Rights Reserved. The author hereby grants to MIT permission to reproduce and to distribute publicly paper and electronic copies of this thesis document in whole or in part in any medium now known or hereafter created. Signature redacted Signature of Author: / ' /MIT Slo'an School of Management May 9, 2014 Certified By: Signature redacted_ Michael A. Cusumano SMR Distinguished Professor of Management Thesis Supervisor Accepted By: Signature redacted- Michael A. Cusumano SMR Distinguished Professor of Management Program Director, M.S. in Management Studies Program MIT Sloan School of Management i [Page intentionally left blank] ii Creating a Sustainable Business Model for the TV Industry By Eileen J. Park Submitted to the MIT Sloan School of Management on May 9, 2014 in partial fulfillment of the requirements for the degree of Master of Science in Management Studies ABSTRACT Over the past decades the revolution of electronic devices had a major impact in our everyday lives. The penetration of PCs and distribution of Internet made it easier to communicate with people around the world. The rise of smart phones changed many aspects of our everyday life, the impact ranging from alarm clocks to email consumption to video conference calls. The era of connected devices now trigger a radical change in an area that has not been disrupted over decades - the TV experience. By integrating the Internet into television sets, Smart TVs will allow consumers to use on-demand streaming media services, listen to Pandora Radio, access interactive media, use social networks, and download apps. In light of this industry change, several questions arise from the perspective of TV manufacturers. Can the Smart TV become a platform leader and create a sustainable ecosystem? What is the business model for TV manufacturers and how will they collaborate with other stakeholders? How will the smart TV create value for the customers and not get dis-intermediated? This thesis looks at factors that drive the industry change and identify challenges and opportunities to address. Overall, the thesis provides a strategic direction for television manufacturers. Thesis Supervisor: Michael A. Cusumano Title: SMR Distinguished Professor of Management iii ACKNOWLEDGEMENT I would like to express my sincere gratitude to Professor Michael A. Cusumano for his role as my thesis supervisor. His lectures and insightful feedback on my work contributed to my learning and to a better end product. I would also like to thank Professor Andrei Hagiu of Harvard Business School who introduced me to the various aspects of platform strategy. I am thankful to Min Lee at Samsung Electronics who helped me grow professionally and was also willing to discuss his opinions and aspects on the Smart TV platform. I am truly grateful to Professor Namgyoo Park at Seoul National University for his guidance and support throughout the years. I would like to thank my friends and MSMS crew for their support and great teamwork, making my time at MIT memorable. Most importantly, I would like to thank my wonderful family for their unconditional love, support and prayers. I would not be able to do this without them. iv [Page intentionally left blank] v TABLE of CONTENTS Contents Page C H A PTER 1: Introduction ................................................................................................... 8......8 1.1 Research Background and Objectives ................................................................................. 8 1.2 Research Approach.................................................................................................................9 1.3 K ey Platform Concepts.................................................................................................... 9 1.3.1 Platform Definitions and D istinctions ............................................................... .......... 9 1.3.2 Platform Leadership ............................................................................................ ..... 9 1.4 Sum m ary of Chapters ........................................................................................................... 10 C H A PTER 2: A nalysis of Sm art TV Ecosystem ....................................................................... 10 2.1 D efinition of Sm art TV ......................................................................................................... 10 2.2 Sm art TV Background .................................................................................................... 11....I1 C H A PTER 3: Sm art TV Platform A nalysis .............................................................................. 16 3.1 TV Industry Paradigm Shift..................................................................................................16 3.1.1 Content Providers .......................................................................................................... 18 3.1.2 Broadcast/CableNetworks ......................................................................................... 18 3.1.3 N etwork operators(D istributors) ............................................................................... 19 3.1.4 Device Manufacturers ................................................................................................ 20 3.2 Sm art TV Platform Ecosystem ............................................................................................. 21 3.2.1 Sm art TV Industry Platform ....................................................................................... 21 3.2.2. Sm art TV Platform Ecosystem ...................................................................................... 23 3.2.3 Smart TV Ecosystem Overview ...................................................................................... 24 3.3 Sm art TV Platform Challenges.............................................................................................27 3.3.1 Control Over the Platform ........................................................................................ 27 3.3.2 Control Over the Content............................................................................................ 28 3.3.3 Control Over the Customer........................................................................................ 30 CHAPTER 4: Case Study - Strategic Direction for Samsung Smart TV ............... 31 4.1 Sam sung Sm art TV Developm ent ........................................................................................ 31 4.2 Com petitive Landscape.........................................................................................................32 4.2.1 Sony Bravia TV .............................................................................................................. 33 4.2.2 LG Smart TV .................................................................................................................. 34 4 .2 .3 Go o g le ............................................................................................................................ 3 4 4.2.4 Apple TV......................................................................................................................... 35 4.3 Sam sung's Platform Strategy................................................................................................36 C H A PTER 5: Conclusion .......................................................................................................... 41 W ork Cited.......................................................................................... -----------------......................... 43 vi LIST OF FIGURES Figure Page Figure 1: Smart TV and Smartphone Comparison.........................................................................11 Figure 2: Internet Penetration R ate.............................................................................................. 12 Figure 3: US Household (M) of 10Mbps+ ................................................................................. 12 Figure 4: Global Smart TV Sales and Average Selling Price ..................................................... 14 Figure 5: Smart TV Industry Development.................................................................................16 Figure 6: Traditional TV Industry Ecosystem.............................................................................17 Figure 7: Smart TV Trajectories of Industry Change..................................................................17 Figure 8: Pay T V N et A dditions..................................................................................................... 19 Figure 9: Impact on Stakeholders with Consumer Adoption of IP-delivered Video Growth........21 Figure 10: Sm art TV Ecosystem ................................................................................................ 23 Figure 11: Smart TV Sales Forecast and US Market Penetration...............................................24 Figure 12: Smart TV Players Strategic Moves...........................................................................25
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