Ivey Publishing

Product Details

OpenSky.tv: A New Business Model-Content Creation, Curation, Consumption, and Commercialization (Simplified Chinese Version)
Product Number:
9B19AC016
Publication Date:
08/20/2019
Revised Date:
05/03/2019
Length:
10 pages (6 pages of text)
Product Type:
Case (Field)
Source:
Ivey/CUHK
OpenSky.tv was founded in 2016 with the objective of getting people back to watching video content on television. The founder wanted all video content to be accessible through an Internet connection on the viewer’s television. His company’s platform located and brought together programs and videos that were of interest to each viewer, so viewers could have their own personalized video channel. One full year after its launch, OpenSky.tv wanted to focus on the Cantonese market, and then concentrate on Mandarin and English audiences. The founder was wondering what his platform’s business model should be. How could he achieve his initial objective of creating a business-to-consumer (B2C) recommendation platform?
Learning Objective:
This case can be used in an undergraduate- or graduate-level course on marketing or entrepreneurship. After completion of this case, students will be able to
  • understand how to use a freemium business model to capture an opportunity;
  • discuss the key challenges of getting a freemium business model to work, find its value proposition, and earn money from a platform of content;
  • assess creation, curation, consumption, and commercialization of content; and
  • develop, review, and enhance a business model by using the business model canvas with nine building blocks.
Issues:
Disciplines:
Marketing,  Entrepreneurship,  International
Industries:
Arts, Entertainment, Sports and Recreation
Setting:
Hong Kong, Small, 2017
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Translations: English (11 pages)
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