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Case Details:
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iTV: Marketing Interactive Services  
 
Product Ref: 00/99C Company: Hong Kong Telecom

Product Type: Case Industry: Banks & Diversified Financials

Related Product(s): Teaching Note
Authors: Ali Farhoomand   Eva Chang
The former Cable & Wireless Hongkong Telecom (HKT) lanuched the world's first commercial interactive television (iTV) service with a fanfare in March 1998. Nevertheless, its performance in the first two years of operations had not lived up to the Company's expectations. Many still saw it as a traditional pay television service instead of a multimedia interactive service. Meanwhile, the Company began to shift the focus to its broadband Internet service. In August 2000, HKT was taken over by Pacific Century Cyberworks (PCCW). The main focus of PCCW was the Network of the World (NOW) project, a convergence service of telecommunications, computing and television technologies independent of the distribution platform. This case describes the marketing efforts made by HKT in the first two years of iTV's operation. It examines how, if possible, iTV could fit into the newly merged Company, and outlines the initial marketing strategy of NOW, a new digital convergence service.
Functional Area : Management of Information Systems
Marketing

Issues: Marketing Strategy, Multimedia Interactive Services
Length: 23 pages Country: Hong Kong SAR

Pub. Year: 2000 Level of Difficulty: 1
         
This product type is available in the following language(s):      English
         
Related Information: N/A
 
This case is UGC funded.
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