OTT Media in the 5G Eraicle.sogang.ac.kr/static/files/admin_at_icle.sogang.ac.kr/2-2-2019-09... ·...

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OTT Media in the 5G Era Dohoon Kim School of Business - Kyung Hee University [email protected] 2019/8/29 2018 Spring 2018 Spring 2018 Spring

Transcript of OTT Media in the 5G Eraicle.sogang.ac.kr/static/files/admin_at_icle.sogang.ac.kr/2-2-2019-09... ·...

Page 1: OTT Media in the 5G Eraicle.sogang.ac.kr/static/files/admin_at_icle.sogang.ac.kr/2-2-2019-09... · OTT Media in the 5G Era Dohoon Kim. School of Business - Kyung Hee University. dyohaan@khu.ac.kr.

OTT Media in the 5G Era

Dohoon KimSchool of Business - Kyung Hee University

[email protected]

2019/8/29

20

18

Spr

ing

2018 Spring

20

18

Spr

ing

Page 2: OTT Media in the 5G Eraicle.sogang.ac.kr/static/files/admin_at_icle.sogang.ac.kr/2-2-2019-09... · OTT Media in the 5G Era Dohoon Kim. School of Business - Kyung Hee University. dyohaan@khu.ac.kr.

Outline

• 5G agenda가미디어플랫폼비즈니스에시사하는바

• OTT 비즈니스성공의기술적측면– OTT Media Business의경우

• OTT 비즈니스생태계의새로운도전 – 5G– 삼국지 or 합종연횡 or 춘추전국?

• 기술및경쟁정책에의시사점

• 요약및토론

2019-08-22 시대 비즈니스5G OTT 2

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5G Agenda and Media Platform

• 5G is a natural-born media medium

• 빠른전송속도와초저지연성은여러채널의고화질동영상을다양한이용자단말기에서서비스함

• 트래픽문제를해결하는다양한기술적솔루션

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5G Agenda

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Technical Secrets of the OTT Business

• Matching Technology– matching algorithm (& automation)은추천시스템과같은 OTT 핵심자산의원천

– more than marketing issue operations efficiency and cost reduction (고객획득비용(customer acquisition cost, CAC)의감소등)

– personalization on demand

• Distribution Technology– core resource를이용하지않는 efficient bypass routes

• caching, cloud, virtualization, …

– global scale business를가능하게함

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OTT KSF

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Netflix Is a Tech Giant

• 비디오스트리밍관련핵심기술은최고– 개인화된 UX를위한독자적인비디오압축알고리즘: 사용자환경(기기, 대역폭등)에따라, 콘텐츠종류에따라, …

– 고객취향분석및추천시스템 – 고객기반확대및 CAC 감소

• 대규모플랫폼으로써가지는협상력과콘텐츠기획⋅개발역량– Cf. NBC 유니버설의 SVoD(subscription VoD) SeeSo의실패

– Still, Blockbuster ⟩ Longtail

• Missing Links– 클라우드: 특히 5G edge cloud (MEC, Multi-access Edge Cloud)

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Netflix Canvas

OTT KSF

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Competitive Landscape of the 5G Media Market

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5G OTT Ecosys

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Overwhelming OTT & Telco’s Counterpunch?

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5G OTT Ecosys

Source: Mohr & Meffert (2017), McKinsey ReportTelco’s MEC (multi-access edge cloud)

MSA (micro-service

architecture)

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삼국지 or 합종연횡 or 춘추전국…

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5G OTT Ecosys

OTT delivery channel

삼국지(status quo)

합종연횡(OTT+Telco)

춘추전국

Page 9: OTT Media in the 5G Eraicle.sogang.ac.kr/static/files/admin_at_icle.sogang.ac.kr/2-2-2019-09... · OTT Media in the 5G Era Dohoon Kim. School of Business - Kyung Hee University. dyohaan@khu.ac.kr.

5G와 OTT 시대의경쟁정책

• 5G와 OTT 시대에서미디어공급방식의변화는콘텐츠공급과정에도변화를불러올것다양한공정경쟁이슈가등장할가능성– 콘텐츠(예: HBO) – 미디어플랫폼(예: Netflix) – 채널(클라우드 + CSP telco) … 가상적으로수직계열화된비즈니스생태계간경쟁

– 새로운기술솔루션과비즈니스모델의등장가능성: 예) blockchain을활용하는 Dtube (https://d.tube/)

• Personalization on demand와기술솔루션에대한정책이슈– Data ownership and governance

– Network (resource) slicing & containerization (MSA) 망중립성이슈?

2019-08-23 시대 비즈니스5G OTT 9

OTT Policy

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요약및토론

• 5G 자체가 media streaming에관한서비스모델을염두에두고개발된기술이기때문에, OTT와더불어미디어생태계의경쟁구도에변화가발생할가능성이충분히존재한다.

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Discussions