본 연구는 세계적인 방송통신의 융합 흐름 속에서 새롭게 부상하는 혁신적 하이테크 서비스 상품인 IPTV와 게임콘솔 간의 전략적 파트너쉽 사례를 다루고 있다. 사례 연구의 배경인 2007년, IPTV 사업자인 KT는 후발주자로서 차별화를 위해 기존 셋탑박스보다 고사양 기능을 보유한 게임콘솔 제조사를 물색하고 있었고, 한편 게임콘솔 제조사인 소니는 다각도의 제휴를 통해 거실을 장악하려는 목적으로 통신 및 방송사업자와 빈번한 접촉을 하고 있었다. 과연 이 두 사업자간의 제휴는 바람직하며 성공할 수 있을까? 게임콘솔을 셋탑박스로 활용하는 것은 이전의 IPTV 서비스와 구분되는 획기적인 발전의 계기가 될 가능성이 높은 반면, 기술적 불확실성과 시장 불확실성이 매우 높아 제휴의 결과를 예측하기 매우 어려운 상황이다. 세계최초로 시도되는 두 하이테크 융합 미디어 서비스간의 제휴가 성공적으로 이뤄지기 위해서는 사업자간의 역학관계, 시장에서 특성이 상이한 소비자의 수용여부 등 여러 요소들이 면밀하게 검토되어야 한다. 본 사례에서 저자는 이와 같은 요소를 포함하여 다양한 이슈들을 정리하고 성공적인 마케팅 제휴의 조건을 검토하고자 한다. 본 사례는 거실의 TV가 혁신적인 서비스로 진화하는 과정에서 나타나는 다양한 하이테크 마케팅 분야의 이슈를 다루는 매우 유익한 사례이다.

This paper deals with a case study on a strategic partnership between a new high-tech service called IPTV and a game console. In year 2007, KT, Korea’s leading telco that embarked IPTV service as a follower, is searching for a high-feature alternative of set-top boxes to differentiate itself from competitors. On the other hand, Sony, the world-class leader of game industry, was also contacting many telecommunication companies to extend their business. Is it truly appropriate for them to make alliances in this manner? Will both of them succeed in achieving their own goals? Using a game console as a set-top box may catapult KT’s position in IPTV industry. But nobody knows how much uncertainty lies in both technology and marketing perspectives. To make this attempt successful, one needs to carefully consider business dynamics, market readiness, etc. In this case analysis, authors describe most issues that are relevant to make such a critical decision. This case is a very instructive and useful one because it deals with many important topics in high-tech marketing area.

This paper deals with a case study on a strategic partnership between a new high-tech service called IPTV and a game console. In year 2007, KT, Korea’s leading telco that embarked IPTV service as a follower, is searching for a high-feature alternative of set-top boxes to differentiate itself from competitors. On the other hand, Sony, the world-class leader of game industry, was also contacting many telecommunication companies to extend their business. Is it truly appropriate for them to make alliances in this manner? Will both of them succeed in achieving their own goals? Using a game console as a set-top box may catapult KT’s position in IPTV industry. But nobody knows how much uncertainty lies in both technology and marketing perspectives. To make this attempt successful, one needs to carefully consider business dynamics, market readiness, etc. In this case analysis, authors describe most issues that are relevant to make such a critical decision. This case is a very instructive and useful one because it deals with many important topics in high-tech marketing area.

High-Tech Marketing, Strategic Alliance, Diffusion of Innovations, New Product Strategy, Service Innovation, Game Industry, IPTV