1Doctorate Program Scholar, Amity University Haryana, Gurgaon, India
2Pro Vice Chancellor, Amity University Haryana, Guagaon, India
*Author correspondence: First Author, Mr. Nipun Sharma Head of Jeeves (A Flipkart Company), Villa No. 680, Adarsh Palm Retreat Villas, Bellandur, Outer Ring Road, Bangaluru, India , 560103
**Second Author, Prof. (Dr.) Padmakali Banerjee, Pro Vice Chancellor, Amity University Haryana, Pachgaon, Manesar, Gurgaon, India, 122413
Online published on 25 August, 2021.
OTT business worldwide has picked up in recent years transforming the nature and dimensions of international business in general and telecom sector in particular. As major channel of market delivery system OTT service providers are making great strides in global business integration while delivering audio, video and other media over the internet while bypassing-traditional operator’s network. In India exponential market expansion-coupled with a streak of policy measures have revolutionized the scope and extent of "Over-The-Top" (OTT) applications. The market enabling factors that are responsible for the growth of OTT business in India have helped Indian market to integrate with global business paradigm in a significant manner in recent years, thereby contributing to economic growth prospects of the country. This paper explores various business models related to OTT business and critically analyzes their implications in making OTT service providers a global phenomenon while suggesting steps for further improvement.
Over the Top, Service Providers, Telecom, Communication Technology, Business Model
