نوع مقاله : مقاله پژوهشی
نویسندگان
1 دکتری، گروه مدیریت رسانه، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.
2 کارشناسی ارشد، گروه مدیریت رسانه، دانشکده فرهنگ و ارتباطات، دانشگاه سوره، تهران، ایران.
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective
Nowadays, the increasing growth of technology and the significant impact of the media have led the global towards the use of new and interactive media. One of these media that has started to move towards progress in the world in recent years is video-on-demand services. The activity of these platforms in our country has expanded at a remarkable speed in the past years, and especially during the outbreak of the Coronavirus, it has shown that it can overtake its traditional competitors, such as television and cinema, and even foreign competitors; As the report shows that in 1400, the number of active installations of the Netflix platform by Iranian users is only 10 million users.
According to the reports received on the bandwidth consumption of VOD platforms, Alexa rank, application installation statistics and other comparable criteria, "Filimo" has the largest share with about 65% of Iran’s VOD market. The present research aims to identify the business model canvas of streaming media platforms based on the business model of Osterwalder (case study: Filimo).
One of the most complete business models that is used more than any other model in the world is Osterwalder’s business model canvas. A business model is a template for developing a model for a new business or registering an existing model used in a business. According to Osterwalder's definition, a business model is a conceptual tool that includes a set of elements and their relationship and shows the company's logic for generating revenue. OSterwalder's business model consists of nine main components, which are: value proposition, customer segments, channels, customer relationships, key resources, key activities, key partnerships, revenue streams, and cost structure.
Research Methodology
This research is exploratory in nature, qualitative in terms of measuring method, and practical in terms of purpose. In this research, a non-random snowball sampling method was used. The target community of this research included media elites, experts and managers of new media platforms and experts in the field of media business in streaming media platforms, with 15 of them semi-structured interviews were conducted and the interviews were conducted until theoretical saturation occurred. The method of data analysis in this research was thematic analysis. To ensure the validity of the research findings, the four criteria suggested by Spezial, Strobert and Carpenter (2011) were used. The four criteria include acceptability, reliability, verifiability and transferability.
Findings
The results of the research showed that the values proposed by Filimo include qualitative content, the right to choose content, ease of access and suitable user experience. Also, the results showed that the general category of Filimo's audience included children, youth and teenagers, adults and the general public. Advertising is the main distribution channel of Filmo. Filimo's distribution channels include the website, word-of-mouth advertising, billboards, SMS advertising and social networks. Another result of the research was that from the point of view of the participants in the research, the strength of Filimo's relationship with its users through the production of content tailored to the customer, extensive advertising, good communication with the customer, and even the audience's participation in content creation and organic support from the Aparat platform. is guaranteed; But the weakness of Filimo's relationship with its customers is due to the lack of a systematic feedback system. Also, the results showed that Filimo has several general key activities, including the development of technical and human infrastructure, quality content production, marketing and advertising, and the pursuit of intellectual property.
Discussion & Conclusion
Filimo's key resources include financial and human resources, equipment and infrastructure, audiences, content and advertising. Filimo's key partners include directors and producers, film and series production companies, telecommunication and internet companies and other institutions. Filimo's cost structure includes content production and purchase, human resources, support and infrastructure, and marketing. Filimo has several revenue streams including subscriptions, advertising and sponsorships. Also, other general factors affecting the success of Filimo are strong network, intelligence and timing, social concerns and previous successful experience.
The characteristics of the ecosystem in which Filimo is present include decentralization, interconnectedness, competition and cooperation, providing complementary products and regulation by the regulatory body. Other factors of Filimo stability include the basic productivity of Filimo, the ability to survive against internal or external shocks, providing a competitive advantage from various sources and the ability to change during environmental changes, the ability to create pristine corner spots, and finally, changing the attitude of the defensive mode to the active.
کلیدواژه‌ها [English]
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