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Title:
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MECHANISM TO CREATE STRONG LOYALTY IN CGM VIDEO SITES AND ITS IMPLICATIONS FOR NETWORK STRATEGY |
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Author(s):
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Shinsuke Shimogawa , Motoi Iwashita |
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ISBN:
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978-972-8924-62-1 |
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Editors:
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Jörg Roth and Jairo Gutiérrez |
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Year:
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2008 |
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Edition:
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Single |
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Keywords:
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CGM, Video, Loyalty, Long Tail, Network Strategy, Telecommunication Business |
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Type:
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Full Paper |
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First Page:
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25 |
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Last Page:
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32 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The behavioral characteristics of users of video sites are significantly relevant to the strategies of telecommunication
companies. The use of web sites or content as well as their long tail characteristics, the connection to the loyalty of users
to the site, as well as the mechanism of how the long tail is related to the growth of web sites, has not been analyzed yet.
This paper shows that the difference in behaviors of users between TV and CGM types of video-based web sites is
significant. The loyalty of users to CGM sites is fairly stronger than that of users to TV sites, which explains the
significant prevalence gap between these two types of video sites. This paper also proposes a mechanism that generates
the strong loyalty toward CGM video sites as well as the shift of web media to that with long tail characteristics. This
implicates that web media evolves by adapting to the diverse histories of user experiences, to which ordinary media such
as TV can hardly adapt, which means the wide field of telecommunication networks that support wideband traffic of web
media. For this, telecommunication networks need to be scalable. To perform this scalability, the careful integration of
access, transport, and content delivery networks is certainly necessary, which contradicts the end-to-end design principle
on which the network neutrality concept is based. |
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