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Title: The potential of interactive-TV for retailing in the luxury-car industry
Author: Dransfield, H.
Awarding Body: University of Wales Swansea
Current Institution: Swansea University
Date of Award: 1999
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The way in which television is delivered and viewed is expected to change dramatically over the next few years. Interaction with the viewer will, in all likelihood, allow a new personalised approach to advertising and retailing, including the targeting of viewer-groups. There are links to be made between the possibilities of the new television technology and the development of customer-oriented individual marketing and distribution in the luxury-car industry. It would seem necessary for car manufacturers seriously to consider developing applications for interactive TV, even the uncertainty as to where the technology is heading. Mercedes-Benz has been used as an example in this thesis for assessing the importance of interactive TV as an electronic promotion, sales and distribution channel for the luxury-car industry in Europe. Naturally, the potential of interactive TV for the marketing and distribution strategies of car manufacturers depends on the mass-market success of interactive TV itself. Therefore, an essential part of this thesis is concerned with attempting to predict its future. The factors which have been taken into account for this prediction are the potential supply side, demand side, and market structure. The supply side includes the technology for the head end, and for transmission and reception, as well as the content industry. The demand side includes the acceptance of new services by consumers, and the perceived benefit of the new technology. The market structure includes the economics of the television infrastructure in Europe, and the competitive situation in which the major players in the industry find conjunction with a novel way of weighing respondents' expertise, has been used in order to generate forecasting scenarios for the future of interactive TV in Europe. The approach has been successful in that some major issues have been identified, and their future predicted with a reasonable degree of certainty, although, as with any prediction, some questions remain.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available