양면시장의 플랫폼기반 서비스혁신 전략에 관한 연구 : 스마트TV 시장의 지배적 디자인 경쟁사례를 중심으로

초록

The purpose of this study is to present the major strategic variables and to construct a theoretical basis for the concepts required for the preoccupancy of the dominant design position within an evolving TV market. In order to achieve this goal, it explains the issues in the Smart TV industry regarding the significance of platforms and the characteristics of a two-sided market. Furthermore, it presents factors of service innovation strategy for the diffusion of platforms and the expansion of two-sided markets from the perspective of dominant design. We suggests platform openness, platform compatibility, technological superiority of devices, availability of complementary market place, collaboration with suppliers of complementary goods as the major factors for a platform-based service innovation strategy. These major strategic variables will have an impact on the selection of a dominant design through the increase of Smart TV users and complementary goods which strengthens both the direct and indirect network effect of two-sided markets. The result of this case analysis is expected to provide a strategic guideline for decision makers of firms which have already entered the Smart TV market by expanding the concepts from the existing product perspective to a service innovation perspective in explaining the characteristics of Smart TV which will dominate the future TV market. Moreover, it is expected that it will contribute greatly to this field of study by presenting a new methodological alternative and encouraging the advancement of dominant design research by stimulating new empirical studies which has not been conducted due to lack of empirical data.

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