Analysis of OTT Business Strategies from the Resources-Based View: A Case Study of Coture

• Main Authors: CHEN, WAN-CHU, 陳莞筑
• Other Authors: HSU, WEN-YI
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/4vygwa

碩士 === 國立臺灣藝術大學 === 廣播電視學系碩士班應用媒體藝術組 === 105 === Due to the development of smart phones, Internet bandwidth, and cloud technology, OTT (over-the-top) services have become more popular. Telecommunications companies, cables and broadcasters have joined the OTT market in Taiwan as people have demanded more contents, and audiovisual services are particularly sought after. Also, due to OTT transmitting through the borderless space of the Internet, transnational OTT services compete with local OTT services in Taiwan. In order to compete with them, local companies developed their own characteristics, and cooperate with others to increase competitiveness. Among local OTTs, Coture, is one of the more well-known OTTs that originated from the Internet, also creating their own original content. This research examines Corture's core competencies and strategies in the audiovisual market where “content is the king”, in order to provide other OTTs or new comers some ideas for strategies. Based on the resources based theories, this research applies document analysis and in-depth interview to explore Coture's core resources and how it cooperates with other companies to exchange other resources, as well as analyzing its business strategies. The results demonstrate that Coture's core resources are "knowledge and experiences in the industry", "personal management abilities", "innovation management", "exclusive contents" and "brand". In addition, strategic alliances allow Coture to exchange resources, including others' original contents, co-production, and platforms. Coture's business strategies include differentiation of contents, profiting from product placement and cooperating to exchange those resources it lacks. After discussing previous scholarly work and analyzing the findings of this research, it is suggested that in the future, Coture should enrich its content libraries, cooperate with Internet providers and device producers to reach more audiences, and develop paid services to receive additional profit. For OTTs similar to Coture, it is suggested that they should build their brands with core resources, cooperate with other companies in the OTT value chain to exchange resources, and integrate local OTTs’ resources to expand scale.