market analysis and activation plan of wibro in korea
TRANSCRIPT
WILL THEY, WIBRO AND HSDPA, CO-EXIST IN THE KOREAN MOBILE INTERNET MARKET?
Lee Sang Man
Lee Sang Man, Park Myeong Cheol, Hwang Jae Hyun, Kim Min Kyoung
Information and Communication University
119 Munji-dong, Yuseong-gu, Daejeon, 305-732, South Korea
Tel: +82-42-866-6333, Fax: +82-42-866-6831
E-mail:{ysml8077, mcpark, hjh2700, mkkim}@icu.ac.kr
Abstract
In April 2006, WiBro, Korean mobile WiMAX, was commercialized for the world’s
first time by KT, a major wireline service provider. Although many research institutes
and mobile service providers also have forecasted WiBro’s demand and its profitability
positively, the number of subscribers is only just more than 20,000 as of July 2007. In
addition, HSDPA, having very similar service characters with WiBro, was also
commercialized by SKT, a major wireless service provider in June 2006. Some industry
experts forecast that WiBro may glimmer as CT-2 phone, ISDN, and Iridium services.
This paper has two research objectives. The first is to present killer application to
each service. The second is to indicate the method that both services can be co-existed
in the Korean telecommunications market.
Keywords: mobile Internet service, WiBro (portable Internet), HSDPA (WCDMA), joint
commodity, co-existence, killer application
Contents
I. Introduction
1. Background Knowledge……………………………………………….3
2. The object of paper…………………………………………………….3
II. Market trend
1. What is WiBro?......................................................................................4
2. Emerging background of WiBro and HSDPA in aspect of CAGR…....4
3. Wireless technology roadmap………………………………………....6
4. Differences between WiBro and HSDPA……………………………..6
5. WiBro and HSDPA service in Korea………………………………….7
III. Methodology
1. Survey form………………………………………………………….8
2. Study model………………………………………………………….9
3. Questionnaire………………………………………………………...9
IV. Analysis of data and discussion
1. Common questionnaire……………………………………………..10
2. Service and Marketing side…………………………………………13
3. Political point of view………………………………………………17
4. Technical point of view……………………………………………..20
V. Summary and Limitations………………………………………………22
References………………………………………………………………………25
2
I. Introduction
1. Background Knowledge
In April 2006, WiBro, Korean mobile WiMAX, was commercialized for the world’s
first time by KT, a major wireline service provider. Although many research institutes
and mobile service providers also have forecasted WiBro’s demand and its profitability
positively, the number of subscribers is only just more than 20,000 as of July 2007. In
addition, HSDPA, having very similar service characters with WiBro, was also
commercialized by SKT, a major wireless service provider in June 2006. The number of
subscribers of HSDPA subscribers is more than 1,200,000 as of July 2007(KTF:
1,000,000, SKT: 200,000). Some industry experts forecast that WiBro may glimmer as
CT-2 phone, ISDN, and Iridium services.
As far as we know, few studies addressed the issue whether WiBro and HSDPA are
complementary or substitutive services. They also have insufficient evidence to support
the market positioning for the service in which it is suited for each service character.
These existing research analyses served that WiBro to be lagged in the current Korea
mobile communications market. Therefore, it is worth while address these questions: 1)
“Why is WiBro service lagging in Korean telecommunications market?” and 2) “What
makes this lagging situation? What is the method to vitalize WiBro in the Korean
mobile Internet market?
2. The object of this paper
3
Considering these ideas, our paper will have two research objectives. The first is to
present optimal market positioning of each service. The second is to indicate the method
that both services can be co-existed in the Korean telecommunications market.
II. Market trend
1. What is WiBro?
WiBro stands for wireless broadband Internet. It can realize lower cost, higher speed
than mobile phone Internet and add mobility. Using WiBro, we can enjoy high speed
Internet even when we moving. Many of people believe that WiBro can realize
Ubiquitous society.
2. Emerging background of WiBro and HSDPA in aspect of CAGR
Figure 1 Emerging Background of WiBro (unit billion $)
4
<Source: KISDI>
Figure 1 shows the emerging background of WiBro in aspect of CAGR (Compound
Annual Growth Rate). As you see this figure, the annual growth rate of voice telecom
market, both fixed and wireless, is decreasing; while that of data service market is
increasing. Especially that of wireless market is very big. But there are some limitations
of the current wireless internet equipment. First, the current mobile phone has
disadvantages such as low data rate but high charge. Second, the wireless LAN has no
mobility and a narrow cell coverage of about one hundred meters or less. These factors
have made a new mobile wireless internet service appear. The new mobile wireless
internet service has some advanced features such as good mobility and coverage as well
as higher data rate but lower charge than the existing cellular phone.1
3. Wireless technology roadmap
1 2006, 8, MIC
5
Figure 2 Wireless technology roadmap
<Source: MIC>
Figure 2 indicate wireless technology roadmap. As you see in this <figure 2>,
WiBro/WiBro Evolution system is on the road to 4G like HSDPA, 3G Evolution, and 1x
DO A and B.2
4. Differences between WiBro and HSDPA
Figure 3 shows differences between WiBro and HSDPA in aspect of service
characteristic and positioning. As <Figure 3> shows, they have different service
characteristic and positioning. That is, WiBro based on data service and has weakness in
mobility. In the meanwhile, HSDPA based on voice service and strong to mobility
compared with WiBro. These differences linked to find suitable market positioning in
the mobile Internet market.
2 2006, 8, MIC
6
Figure 3 differences between WiBro and HSDPA
<Source: MIC>
5. WiBro and HSDPA service in Korea
In June 2006, WiBro and HSDPA were commercialized for the world’s first time.
Now, Seoul and metropolitan areas are serviced by KT, KTF and SKT. <Figure 4> is
service roadmap of WiBro.
Figure 4 WiBro service plan in Korea
7
<Source: MIC>
III. Methodology
1. Survey form
We chose a survey form as interviews to ten experts. Below table shows the member
of experts we had interviewed Table 1.
Table 1 constitutions and average working years of experts
Experts Average working years
public research institute 5 5.2 years
MIC 1 15years
University 3 4.6 years
Information &communications company 1 10 years
Questionnaires in our survey consist of common, service and market aspect,
regulations aspect, and technical aspect to interview current and future situations for
WiBro and HSDPA: 10 for Common questionnaires, 7 for service and marketing aspect,
8
6 for regulations aspect, and 14 for technical aspect. We analyzed survey results of four
different parts of questionnaires simultaneously rather than evaluating each survey
result and foresighted implementation of WiBro and HSDPA to co-exist
2. Study model
Our study model adapted the expert Delphi research method. We interviewed
against 10 experts for questionnaires about service and marketing, regulations, and
technologies in WiBro and HSDPA. After interviews, we analyzed and took the step of
requesting feedback for not coinciding items among experts’ opinions. After all we
induced the foresight of WiBro and HSDPS market in current as well as future. Experts
explained the answers rather than score because it can derive the answers and situation
relating to our research subject from the experts in detail and discuss opinions between
experts and our team.
Finally, we proposed the implementation for the co-evolution of WiBro and HSDPA
based on the experts’ answers and feedback.
3. Questionnaire
Table 2 is a questionnaire. As <Table 2> show, questionnaire consists of four parts.
Table 2 Questionnaire
1. Common questionnaire
(1) WiBro and HSDPA: Complementary goods vs Substitue goods
(2) Why the gap between two services’ subscribers is so big
(3) Necessity of co-evolution with WiBro and HSDPA in Korea
2. Service and Marketing side
(1) Killer application for WiBro and HSDPA
(2) Marketing side of WiBro and HSDPA
9
(3) Joint Commodity helps coexistence of two markets?
(4) Do terminal device and contents shortage affect the WiBro market?
3. Political point of view
(1) Need to any policy change or lead to vitalize WiBro?
(2) Need to any policy change or lead to vitalize HSDPA?
(3) Need to any policy change or lead to vitalize both WiBro and HSDPA?
(4) Is it proper that other joint commodities like high-speed Internet+WiBro,
Mobile+Satellite DMB+Wibro, VoIP+DMB+WiBro should be deregeulated?
4. Technical point of view
(1) Are there any technological obstacles to enlarge coverage of WiBro to wide
area or national wide area?
(2) Do you think that aspect of technology is the critical factor that makes current
gap of the number of subscriber? And then, what kinds of technology?
(3) How do you expect the future that going to 4G from 3G in aspect of
technology?
IV. Analysis of data and discussion
1. Common questionnaire
(1) WiBro and HSDPA: Complementary goods vs. Substitute goods
The opinion of the experts was classified into a half-and-half even whether two
services were the complementary goods or the substitute goods. General reason for
opinions to complementary goods is that two services seek different characters. In other
words, WiBro is the service starting the wireless internet with a goal. As to HSDPA, the
video call of the voice communications base is the main purpose.
In the meantime, the reason of the experts which give an opinion to be the substitute
goods is that overlapping the service area of two services is dominating. In other words,
10
two services are taken advantage of data and voice communications simultaneously.
Even though some experts supported complementary goods for two services, if WiBro
is available of voice communications, they agreed to change their opinions to substitute
goods.
When opinions were put together, if WiBro will make possible to voice
communications with a method including VoIP, and etc. in the future or if HSDPA will
show the appearance which is very active in data service, two services are expected to
be substitute goods.
(2) Why the gap between two services’ subscribers is so big
In July 2007, presently, WiBro subscribers are about 20,000 and HSDPA
subscribers are 1,200,000(KTF: 1,000,000, SKT: 200,000). The most of experts made
an opinion about the difference of the subscriber number is the active strategy of
marketing of HSDPA.
In other words, the necessity of HSDPA was informed consumers and it succeeds
for customers to purchase it. Partial experts counted the coverage limit of the WiBro
restricted to Seoul and part capital area. A fact, from the early 2007, KTF brandized
HSDPA to a name called SHOW and spread the active marketing. It kept the upward
movement in which thereafter the subscriber increment is steep. Moreover, as to
HSDPA, since the nationwide marketing was possible in the situation designing the
nationwide network, the active strategy of marketing could be chief. However, in case
of WiBro the network does not satisfy national wide and services are unstable. Those
make a burden to do active marketing in cost side and it would have limits to booster
11
the necessity of WiBro to a customers.
In conclusion, most experts advised that it is not easy for WiBro to be guaranteed
like since having the limit of the upper part even if WiBro tries bench marketing the
strategy of marketing of KTF. The other point of view, this result can be nature the gap
between the new technology which is just commercialized and existing technology in
mature stage.
It is important that real HSDPA subscriber who uses the functions of 3G is not
1,200,000. Here in, from December 2003 commercialized WCDMA subscriber is
included. There are many users who does not use data service of HSDPA in which a
charge is imposed as the packet unit in fact. That is, the character of a service is 3G but
real service that a user of 3G use is not different from 2G.
In sum, it can be the numerical value in which it does not have the subscriber
difference of a now with meaning. This is furthermore like that understood with surface.
It is the hasty determination to show with assertion of dark WiBro
(3) Necessity of co-existence with WiBro and HSDPA in Korea
The opinion that the co- existence needs most of experts was given. Two services
have to exist as the bridging service to 4G. Co- existence is needed for 4G activations to
extend competition each other. The dissatisfaction including data or the charge of
HSDPA, and etc. is connected to the necessity of WiBro. This has been having the
developments each other. When it looked at in the position of Korea, the opinion is that
the activation of WiBro can increase the national interests to an advantage including the
export of technology, and etc.
Moreover, the expert of the part of technique said that the WCDMA which is the
12
core technology of HSDPA have a limit to enhance data speed rate. In conclusion,
HSDPA could be the start point to HSOPA passing to HSUPA. For the step of HSOPA,
it will use OFDMA which is different technique with HSDPA. Therefore, the co-
existence technologically became the natural phenomenon. In sum, even though the part
overlapped in the service area has, the co- existence is necessary because merits and
demerits exist
2. Service and Marketing side
(1) Killer application for WiBro and HSDPA
① WiBro
First, opinion for the killer application for WiBro is divided into two parts, VoIP
and Wireless Internet at a cheap price. WiBro without voice service is a big obstacle to
secure subscriber. 66.2% of the people who have intention to use WiBro favors small
terminal with cell phone type3. If WiBro don’t provide voice service, it’s hard to attract
the customers finally. Experts agreed that VoIP can serve the good quality with low
price and if possible, WiBro equipped with VoIP gets more subscribers easily than
HSDPA. WiBro service providers actually tried to commercialize VoIP, and there is no
technological difficulty. But there is government pressure not to start business.
Another killer application suggested is multimedia service which is provided by
WiBro with low price. Especially, for downloading high-volume data such as UCC or
VoD, WiBro has absolutely competitive advantage in comparison with HSDPA. From
3 Korea research, ‘demand estimation of WiBro and customer survey for making business strategy’, 2004.9.
13
now on, if WiBro can cover all over the nation, contents business for multimedia service
will be vitalized in earnest. It is expected that would be potential killer application of
WiBro.
② HSDPA
Most of the experts said video communication and global roaming service as the
killer application for HSDPA. But when considering case of Japan and current video
communication trend, it is doubtful that video communication might be real killer
application. It means that current top player, KTF, don’t have their own killer
application, and newly differentiated niche market based on WCDMA is required.
On the other side, opinions that global roaming service is killer application to drive
HSDPA market were dominant. The numbers of people traveling oversea exceed ten
million people.4 Global roaming service will be rising as Blue Ocean.
(2) Marketing side of WiBro and HSDPA
① WiBro
Recent marketing strategy for WiBro might be shown as passive tactics as compared
with HSDPA. It is caused by the coverage factor. Because current influential mass
media in Korea is based on the whole nation, there are lots of limitations to advertise for
WiBro on mass media to potential customers of Seoul and partial metropolitan are.
Table 3
Seoul and some
Metropolitan area
The other area
4 http://www.cbs.co.kr/Nocut/Show.asp?IDX=578057
14
Known about WiBro (A) (B)
Unknown about WiBro (C) (D)
As shown in Table 3, advertising toward (A) section people has too little influence.
Because they already recognize the advantage of WiBro and it is highly possible that
quite a few subscribers exist amongst them. And advertising toward (B) section people
also is not effective. While people recognize WiBro, their location is out of the service
area.
But it is expected that advertising toward (c) section people can obtain the desired
results. They could recognize the value of WiBro newly and their location is service
area. These should be main target customer for advertising. And for (D), it is possible to
advertise toward them, but it’s hard to secure them as customers. These people might be
potential customer even if coverage expanded to their location. Therefore, current
limited coverage of WiBro is an obstacle for active marketing.
The best marketing strategy now is to maximize customer satisfaction in Seoul and
metropolitan area. After extending service coverage toward whole nation, active
marketing is possible with verbal marketing of existing WiBro users.
② HSDPA
As a result of the aggressive marketing, the number of subscriber of ‘SHOW’,
HSDPA brand of KTF, showed us the tremendous growth, and finally reached
1,000,000 users in July 2007. All experts said that current rapid growth of HSDPA
market is mainly caused by aggressive marketing. While KTF’s marketing keep going
now, HSDPA business of the Korean top mobile service provider SK Telecom wasn’t
15
remarkable yet. It can be analyzed that the revenue of existing business is enough, and
the market profitability is invisible to hesitate about marketing investment. And there’s
another opinion that because SKT has the license for both HSDPA and WiBro, they are
judging the strategic time to market now with observing competitor, KT and KTF.
(3) Joint Commodity help co-existence of two markets?
Joint commodity is supposed to be suitable alternative to co-exist both WiBro and
HSDPA market. However, this part is linked with political part and deregulation would
be required. It will be dealt with later political point of view part in detail. For instance
of the joint commodity, there were lots of opinions like high-speed Internet+WiBro,
mobile+satellite DMB+WiBro, VoIP+DMB+WiBro, etc.
The development of terminal for joint commodity with WiBro+HSDPA is almost
completed. Therefore, such joint commodity is good alternative without big obstacles
with terminal or regulatory side. And there is another advantage to increase customer
welfare due to service price down and limitation to regulate the monopoly with
significant market power.
(4) Do terminal device and contents shortage affect the WiBro market?
Most of the experts said that contents shortage and delay of terminal device
provision may affect the number of subscribers of WiBro. Some people think that while
differentiated contents only for WiBro may insufficient, it isn’t a precondition due to
general-purpose characteristics of WiBro. But above two factors may affect the number
of subscriber and increasing of the number of subscribers finally make larger contents
16
and terminal device. Therefore, a necessary and sufficient condition between
contents/terminal shortage and the number of subscribers was concluded.
3. Political point of view
(1) Need to any policy change or lead to vitalize WiBro?
The best method is that bandwidth of WiBro (2.3GHz) changes to global bandwidth
(2.5GHz). And then, it has benefits to import equipments or terminals in aspect of price.
It has also effects to eliminate the obstacles to enlarge the coverage. If it is impossible to
have global bandwidth, the another alternative is that assigned bandwidth as a 7.5GHz
in 2.3 GHz bandwidth reassign to 10MHz. This method also can reduce the cost to
import equipments or terminals, because some countries assigned as a 10MHz in
2.3GHz. After all, we don’t need to produce equipments or terminals through the huge
investment.
If this method that import equipments or terminals considered to undesirable way,
MIC, regulatory agency of Korea, should draft the new solution that can move up the
diffusion of the terminal. For example, supporting subsidy for terminal, or investing
some part of terminal development. Because users can hesitate to churn out their
familiar terminal by overseas firms now. It could delay Korea’s own terminal provision
and threaten national competitive power. And political strategy for vitalization of
WiBro market is required which leads to develop the technology evolution and such
original technology directly link with national interest.
(2) Need to any policy change or lead to vitalize HSDPA?
17
To support HSDPA, current service plan is required to be down. It is expected that
the market will secure lots of subscribers by providing subsidy to reduce churning cost
and lowering the charge. And above all things, the marketing to customer is needed
continuously. Despite having HSDPA, it’s not comfortable to use HSDPA actually.
HSDPA service provider need to strongly appeal for the value of HSDPA to the
customers.
(3) Need to any policy change or lead to vitalize both WiBro and HSDPA?
Most experts said joint commodity between WiBro and HSDPA should be
approved. There are several advantages: customers can use more effective service on
where they want, and service provider can make up for the weak points for each other
and secure the subscribers. Such benefit enables them to develop other solution or
contents guarantee.
Table 4
Mobility is important Mobility is NOT important
Need to download
high-volume data
(A) (B)
No need to download high-
volume data
(C) (D)
(B) Section people will choose the WiBro in order to download high-volume data as
shown in Table 4. While it is moving at a high speed, customers need to see the UCC or
other multimedia service. And (C) type person will use HSDPA having superior
mobility without high-volume data. Simple messenger or internet surfing while moving
18
at a high speed is the example.
On the other hand, in case of (A) or (D), both service is of no advantage certainly. If
technology development doesn’t precede, (A) case give downloading high-volume data
up and use HSDPA. Whilst OFDMA, core technology of WiBro, definitely superior for
downloading but it has weak mobility. And case of (D) also no service is of advantage,
but WiBro with relatively cheap price will be chosen.
Therefore, joint commodity between WiBro and HSDPA is really suitable solution
to co-exist by securing their own subscriber and balancing the market differentiation.
Indeed, there is no technological difficulty as mentioned before.
(4) Is it proper that other joint commodities like high-speed Internet+WiBro,
Mobile+Satellite DMB+Wibro, VoIP+DMB+WiBro should be deregulated?
Deregulation on above joint commodities is dominant. Even from foreign countries,
joint commodities are deregulating now. If Korea regulate this, it is possible to shrink
3G market towards 4g and finally to lead weaken National competitive power. It would
be very helpful to vitalize 3G or 3.5G with the regulation only to prevent monopoly of
the SMP (Significant Market Power) and the deregulation for other part. Also, such
deregulation could affect to cut down customer’s communication cost.
4. Technical point of view
(1) Are there any technological obstacles to enlarge coverage of WiBro to wide area or
national wide area?
19
The most critical obstacle factor to enlarge coverage is that WiBro is the high
frequency bandwidth. That means coverage of base station is very narrow. Therefore, to
have national wide coverage, it requires many number of base stations compared with
HSDPA, so WiBro service providers that want have national wide coverage should
invest huge money. In the meanwhile, WiBro has been not assigned global frequency
bandwidth (2.5GHz). It means that a unit cost of equipment increase compared with
another service that uses global frequency bandwidth. Considering the payback period,
service providers hesitate, because the rental prices of base station and the cost of
construction are very high. After all, it is hard to invest at unreasonable area that has not
guarantee the return of the future. In other words, to enlarge coverage of WiBro is
lagging because of the aspect of economics of scale.
(2) Do you think that aspect of technology is the critical factor that makes current gap of
the number of subscriber? And then, what kinds of technology?
HSDPA has the national wide coverage, because network of WCDMA has been
covered to national wide at December 2003. However, WiBro should cover the new
network to service because of the feature of technology. Therefore, aspect of technology
make current gap of the number of subscriber in some sense.
The core technology of WiBro is the OFDMA technology. This technology can
improve to remarkable DL (Down-Link) speed, so it is promising as a core technology
of 4G. Nowadays, through the combination between OFDMA and MIMO, companies
such as Samsung Electronics and POSDATA trying to improve UP (Up-Link) speed.
However, the most critical shortcoming of this technology is that OFDMA technology
20
has the weakness to mobility. Although the effort to improve this weakness, the
technology that can improve mobility have not been developed until now. Therefore, It
is very important factor to vitalize WiBro service whether notable technology has been
developed or not in this areas.
The core technology of HSDPA is the WCDMA technology. This technology has
the weakness to transmit high capacity data service, because WCDMA based on voice
service. And also, this technology has the limitation to improve the DL (Down-Link)
and UP (Up-Link) speed. Therefore, HSUPA (High Speed Uplink packet access) will be
introduced as an alternative plan to overcome UP (Up-Link) speed.
As we look into about technical aspects, the competitive advantages of technical parts
occur to competitive advantage in the market. After all, these things decide the success
and failure in the market.
(3) How do you expect the future that going to 4G from 3G in aspect of technology?
As we mentioned before, OFDMA technology is promising as a core technology of
4G. However, HSDPA also has a plan that intends to go to HSOPA (High Speed OFDM
packet access) through the HSUPA stage.
In aspect of having same core technology (OFDMA) between WiBro and HADPA,
another competition in each other will be occurred at the 4G market in the future.
However, the condition of competition will be different compared to current situation.
At that time, WiBro will secure the national wide coverage, because WiBro is trying to
enlarge their coverage according to their business plan. On the other hand, HSDPA will
face to insufficiency of coverage, because HSOPA, using the OFDMA technology,
21
requires new network same with WiBro network. Therefore, at that time, WiBro will
have the leadership.
In conclusion, the possibility to co-exist between WiBro and HSDPA seems to very
high in current situation, because they have competitive advantages and disadvantages
each other. In the 4G era, although their situation will be change in aspect of the
leadership, they also will co-exist considering their precedent.
V. Summary and Limitations
1. Summary
We looked into the method to co-exist between WiBro and HSDPA in the Korean
mobile Internet market in aspects of service & marketing, policy, and technology.
In common questionnaire part, although there are some argue, WiBro and HSDPA
have both complementary and substitute relationship side. Therefore, to find each killer
application is very important issue. And also, co- existence between WiBro and HSDPA
is needed for 4G activations to extend competition each other.
In service and marketing side, killer application of WiBro is combining with VoIP
service and multimedia service such as UCC or VOD. In the meanwhile, killer
application of HSDPA is global roaming service. And, suitable co-existence plan is a
joint commodity like high-speed Internet+WiBro, mobile+satellite DMB+WiBro,
VoIP+DMB+WiBro, etc.
In political point of view, deregulation on above joint commodities is dominant. If
Korea regulate this, it is possible to shrink 3G market towards 4g and finally to lead
weaken National competitive power
22
In technical point of view, aspect of technology make current gap of the number of
subscriber in some sense. And, the competitive advantages of technical parts occur to
competitive advantage in the market. And also, the possibility to co-exist between
WiBro and HSDPA seems to very high in current situation, because they have
competitive advantages and disadvantages each other.
In conclusion, Joint commodity is the solution as an alternative plan to co-exist
between WiBro and HSDPA. This solution also satisfies customer’s needs and increase
customer’s welfare, because it can decrease the burden of cost to customers. There are
two methods to combine joint commodity. One thing is combining between WiBro and
HSDPA. And, the other thing is combining between WiBro and other service such as
VDSL, satellite DMB, or VoIP besides of HSDPA.
In aspect of technology, co-existence between WiBro and HSDPA considered to a
natural result as a developing of technology.
2. Limitations
Besides of service & marketing, policy, and technology aspects, it seems to require
other aspects such as contents and distribution network, terminal, or network. And then,
we can examine more specifically about the solution of co-exist. Also, if we can prepare
questionnaire in more various direction, we guess we could find new solutions.
The number of expert and diversity of expert also require getting the new or other
solutions. And, after interview, if we increase the number of feedback, also we could get
the more exact and specific results.
The lasting thing is the survey. If we survey to current user of WiBro and HSDPA, we
could get more real solutions. This is the subject in the future.
23
References
[1] Shin-Won Kang, Sang-Sup Cho, and Han-Young Lie, “The Economic Value of
Next-Generation Converged Communications and Broadcasting Services,” ETRI
Journal, Vol 27, Number 6, December 2005.
[2] Sang-Sup Cho and Sun Young Park, “The Comparative Economic Value Analysis
for Data Based Internet Services Using Simulation Method under Complex Market
Environment,” KISDI, Vol 12, Number 2, June 2005, pp.101~121.
[3] Seung Hee Oh, Sanghyeok Park, and Namjae Cho, “Relationship between Business
Context and Selection of Online Communication Media: Niche Theory Approach,”
Journal of Information Technology Applications & Management, Vol 13, Number 3,
2006.
[4] Jaemin Jung, Whajin Lee, and Young-Ju Kim, ”Media Competition and
Displacement: A Niche Analysis of Network TV, Cable/Satellite Broadcasting,” Korean
Association for Broadcasting & Telecommunication Studies, Vol 19, Number 4, 2005,
pp.523~564.
24
[5] Chae-Hwan Kim, “ A Study of DMB and Broadcast Media Competition Relations
on Niche Analysis,” Korean Association for Broadcasting & Telecommunication
Studies, Vol 20, Number 5, 2006, pp.37~69.
[6] Ahn Jae Hyun et al., “Customer Preference Analysis of Next Generation Mobile
Internet Service Regarding preferring Contents and Devices of Customer,” The Korea
Society Management Information System, 2006, pp.816~823.
[7] Bang Young Suk et al., “The Present Motive and Optimal Price of Joint Commodity
Regarding Complementary and substitutive relationship,” The Korea Society
Management Information System, 2005, pp.308~315.
[8] Moon-Koo Kim and Jong-Hyun Park, “The Study of Influence Factor to Raise Use
Intention of WiBro Service: Focus on enlarged TAM Model,” The Korea Society
Management Information System, 2006, pp.790~800.
[9] Moon-Koo Kim and Kyoung-yong Jee, “Characteristics of Individuals Influencing
Adoption Intentions for Potable Internet Service,” ETRI Journal, Vol 28, Number 1,
February 2006.
25