The Research On Development Strategies For IPTV Service Of Guangdong Telecom

The"11th Five-year Plan"in China has pointed out that, it is necessary to strengthen the construction of information infrastructure including broadband, digital television, the next-generation internet and so on, promoting the"Three Network Merge". The IPTV Technology integrates all the advantages of telecommunication, television and the internet. It becomes not only the new business of telecom industry, but also one of the solutions to digital television. It can be a good mode to accomplish the"Three Network Merge". The telecom operators, as the main supplier of the IPTV service, must reasonably strategize the service development plan, which is significant to promote the rapid increasing of IPTV service and transformation of telecom operators.Some conclusions have been given as follows:First, the market current situation and features of IPTV service in China and other countries are contrastively analyzed the difference between foreign countries and between different areas in China. The policy environment, economy environment and market competition of IPTV service development, including the external environment, have been analyzed. The advantages, weaknesses, opportunities and challenge of the service have also been defined. Second, the developing history and current situation of the Guangdong Telecom's IPTV service is reviewed. The internal environmental elements such as enterprise resources, core competency, value chain and so forth have been considered sufficiently. The core competency and the orientation of Guangdong Telecom's IPTV service development are illustrated in the article. At last, the strategic orientation and phased strategic aims of the Guangdong Telecom's IPTV service are brought out based on multiple diagnosis of current situation. The strategic service developing option has been constructed with respect of content strategy, operating strategy, marketing strategy and competition strategy. The article also researched the organization structure and the duties of all the departments which related to the service, in order to ensure the strategy carried out smoothly.