นอกจIn addition to content creators and device creators, the digital transition in TV industry fragmented the value chain and divided conventional TVs’ roles into four players (i.e., content aggregators, multiplex operator, service providers, and content distributors) (Fig. 1). They have different incentives to enter the DTV market. Facility and network providers need huge investment, face less competition, and receive low but long-term revenue on return (ROR). In comparison, service providers
and application providers which require lower investment cope with strong competition due to a relatively lucrative market with high but short-term ROR.