AT&T的OTT视频业务市场发展策略研究  

Research on Market Development Strategy of AT&T's OTT Video Services

作　　者：鲍玉芳 康飞 

机构地区：[1]中国联合网络通信有限公司研究院,北京100176

出　　处：《移动通信》2017年第24期91-96,共6页Mobile Communications

摘　　要：为借鉴国际运营商视频业务发展经验,详细分析了美国运营商AT&T的OTT视频业务DIRECTV NOW的市场发展策略,包括定价策略、内容策略、营销策略、终端策略、保障策略等,同时利用比较分析法指出了我国运营商视频业务面临的问题,并提出了对策建议。In order to learn the development experience of international operator＇s video services, the market development strategy of the OTT video service DIRECTV NOW of American operator AT＆T was elaborated, including the strategies of pricing, contents, marketing, terminals and guarantee. In addition, the comparative analysis method was used to point out the problems faced by domestic operators＇ video services, and the corresponding suggestion was put forward.

关 键 词：AT&T OTT视频 DIRECTV NOW 市场发展策略 

分 类 号：TN919.8[电子电信—通信与信息系统]