Journal of Internet Computing and Services (인터넷정보학회논문지)

Korean Society for Internet Information (한국인터넷정보학회)
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A Study on the Strategy of Platform Operator for Free Mobile Data : from the Perspectives of Business Opportunity and Risk

모바일 데이터 비과금에 대한 플랫폼사업자의 전략에 관한 연구: 사업기회 및 위기 관점에서

  • Received : 2017.09.14
  • Accepted : 2017.09.27
  • Published : 2017.10.31
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Abstract

With the rapid growth of mobile services, the various charging methods for mobile data have emerged in the mobile service market. Among them, network operators have begun to provide the zero-rating without any extra charge for the data that use the specific mobile application & services. Zero-rating, the free mobile data services by the network operators provoked many platform operators to confront business opportunity and risk. Though the platform operators are in urgent need of the strategy planning that considers business environments, any research endeavors explaining zero-rating and platform does not exist. Moreover, the analyses of potential effects of zero-rating on the business acts of platform operators has not been performed. Therefore, the study aims to identify the potential business opportunity and risk to prepare the various strategic countermeasure in platform operators' shoes. The study might enable the researchers to properly understand zero-rating and platform, and be utilized as a reference in planning the business strategy of the platform operators.

최근 들어 모바일 서비스가 급증하면서 다양한 형태의 모바일 데이터 과금 방식이 등장하였다. 그중 네트워크 사업자인 통신사업자가 특정 앱/서비스에 대해 데이터 사용료를 받지 않고 자유롭게 사용할 수 있게 하는 제로레이팅 방식이 급증하고 있다. 이러한 통신사업자의 비과금행위에 따라 플랫폼 사업자는 자연스럽게 사업적 위기와 기회에 노출되어 있다. 플랫폼 사업자의 입장에서는 위기와 기회를 감안한 전략설정이 필요한 상황임에도 제로레이팅 및 플랫폼에 대해 명확하게 정의하고 분류한 연구조차 부족한 실정이다. 더욱이 제로레이팅으로 인해 플랫폼사업자에게 미치게 될 영향을 분석한 연구는 전무하다. 본 연구는 네트워크사업자의 제로레이팅에 따른 플랫폼사업자의 전략적 대응방안을 마련하기 위해 사업기회 및 위기를 분석하는데 목적을 두었다. 본 연구의 결과는 연구자들로 하여금 제로레이팅과 플랫폼에 대한 이해를 증진시키고, 플랫폼사업자의 입장에서 사업전략을 수립하는데 주요한 참고자료로 활용될 수 있을 것이다.

Keywords

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