IPTV 3 Providers Lower Customer Barriers... 'Home Shopping Aggregation' as Standard

Following KT in 2013, SKB and LGU+ Recently Joined

KT's home shopping aggregation service 'Home Shopping Now'

[Asia Economy Reporter Minyoung Cha] "Don't go anywhere else, watch it all here at once."

The three IPTV providers have all introduced the 'Home Shopping Aggregation' feature, which displays up to 20 home shopping channels at a glance to lower the barrier for customers.

According to industry sources on the 8th, following LG Uplus, SK Broadband also equipped the 'Home Shopping Aggregation' feature, completing the establishment of a kind of 'home shopping platform' among the three IPTV companies.

SK Broadband changed the user interface so that viewers can see home shopping channels all at once on channel 999, the basic channel of B tv. LG Uplus also created a 'Shopping at a Glance' tab next to menus like 'Kids Land' and made it accessible, adding a 'Shopping at a Glance' button on the remote control. Earlier, KT has been providing the service under the name 'Home Shopping Now' since 2013.

Customer responses to home shopping on IPTV channels are becoming polarized. While the 4050 generation still shows loyalty as the number of channels increased to about 20, the MZ generation (Millennials + Generation Z) expresses fatigue. The need to zap (channel surf) to find desired products is also a problem. In fact, a survey of 1,600 customers by LG Uplus pointed out this as the number one inconvenience. The expansion of the live commerce market amid the COVID-19 situation has narrowed the position of home shopping channel operators.

The IPTV industry plans to continue efforts to improve customer experience. Kim Hyuk, head of SK Broadband Media CO, said, "Being able to view all home shopping on one screen will greatly contribute to enhancing customer convenience."

This content was produced with the assistance of AI translation services.