KT leverages big data to launch shopping service tied to IPTV

By Jim O'Neill on Jul 18 2016 at 5:45 AM

South Korean service provider KT has rolled out a new mobile shopping service that allows subscribers to search for and buy products that are related to content they are watching on its IPTV service, Olleh TV.

KT, which is the biggest provider of IPTV service, with 6.5 million subscribers at the end of 2015, also is South Korea’s biggest fixed-line phone and broadband operator.

The operator is leveraging the data it has been collecting from IPTV subscribers to offer the “Shopping Now” service, which allows users to  “click and shop” using a remote control. Subscribers can browse a list of items related with certain content they are interested in, KT said. KT uses data like viewing history and subscriber inputs to recommend products for its users.

Shopping Now also allows users to buy the items by interconnecting the service with their smartphones.
"We expect the platform to broaden our business areas, as it can develop into smarter and more advanced service, in collaboration with product manufacturers," said Song Jae-ho, vice president in charge of the firm's future business.

KT also is developing other big data-based services, including a mobile service called “Shodoc”, a combination of shopping and doctor. The app shows a list of products users may be interested in, after analyzing users' basic information including their gender, age and residence area.

Service providers increasingly are relying on information they gather from subscribers, developing products and long-term business plans from the insights that can be derived from quality data.

Stay tuned.

Follow me on Twitter @JimONeillMedia and on LinkedIn

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