Do Business Well

Interactive Digital Television (iDTV) looks similar to PC-based Internet but is delivered through a television set and can be operated using a remote control. From a standing start in 1999, market penetration by 2002 is currently around 40 per cent of UK households and is projected to rise to 95 per cent by 2010, according to a Netpoll survey. Leading providers include Sky Digital, ON Digital, Telewest and NTL. One of the key drivers for this surprisingly rapid growth has been the provision of free set-top boxes by these platform providers. Services currently provided include home shopping, email, video, banking and travel. Forrester Research (2001) predicts that more people will access the Internet through a television than through a PC by the end of 2004.

Advertising through this mechanism can be interactive, as viewers can respond immediately to request further information or to sign up for a promotion. Digital television has helped increase Continue Reading »

5 Comments »

This subsection was kindly contributed by Glen Freeman, Brunel University. Background

The traditional high street retailer W. H. Smith plc has already established new channels to market through the Internet, digital television and WAP mobile phones. The company has a huge high street presence in the UK, with 1,500 stores nationwide. It also now has stores across the globe on major transport routes at airports and railway stations, and already has over 5 million members registered with its ‘club card‘ scheme. These are already loyal W. H. Smith customers who have experienced the company through its stores. Moving this confidence online will be far easier than trying to generate new business online. Continue Reading »

3 Comments »