iTV: Marketing Interactive Services Harvard Case Solution & Analysis

Former Cable & Wireless Hongkong Telecom (HKT) launched the world's first commercial interactive television (ITV) services with fanfare in March 1998. However, its performance in the first two years did not meet the company's expectations. Many still saw it as a traditional pay-TV services, not multimedia interactive services. Meanwhile, the company began to shift its broadband Internet access. In August 2000 HKT passed to Pacific Century Cyberworks (PCCW). Focus was PCCW network in the world (NOW) project, service convergence of telecommunications, computer and television technologies on the distribution platform. This case describes the marketing efforts of HKT in the first two years of ITV. It examines how, if possible, ITV could fit into the new merged company, and defines the initial marketing strategy Now, a new digital convergence services. "Hide
by Ali F. Farhoomand, Eva Chan Source: University of Hong Kong, 22 pages. Publication Date: January 1, 2000. Prod. #: HKU128-PDF-ENG

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