This paper examines the representative business model patterns used by cloud-based services employing n-Screen and analyzes how telecommunications/broadcasting operators, device manufacturers, service providers, and OS vendors each build their business models around different areas of specialization.
Although the technical and service aspects of n-Screen have been widely discussed, this study is valuable for its systematic examination of the subject from a business model perspective. The study used the 4by4 Business Model Matrix, one of the toolkits included in BM ZEN1). It found that cloud services using n-Screen primarily adopt bundling and cross-subsidization for their offerings, channel integration and channel differentiation for their channels, and freemium and subscription models for revenue. Each type of operator applies these patterns with slightly different specializations, and the most significant factor behind these differences is the variation in their principal revenue sources and core capabilities.
In conclusion, companies seeking to provide cloud services using n-Screen should first understand the business model, maximize their distinctive capabilities to strengthen revenue sources, and establish a fundamental strategy aimed at generating additional revenue. This study is expected to offer business model insights to companies already using n-Screen in their businesses and to those planning to launch a new n-Screen business, enabling them to use those insights as a basis for business planning.