Modul 25008: Master - Selected Media and Technology Topics
'Internet Economics' (WS '13/'14)

Last session: Jan 23, 2014
Exam: Jan 30: 6pm-7pm in XXIII
 

Dr. Falk von Bornstaedt
Head of Group Peering and IP Trading
Deutsche Telekom

Dr. Falk von Bornstaedt joined the Deutsche Telekom Group in 1991. Since April 2013 he is Head of Group Peering and IP Trading, in the business unit International Carrier Sales and Solutions (ICSS), part of the board area Europe and Technology.
In 2004, Dr. von Bornstaedt started teaching as a visiting professor for Internet Economics at Freiburg University, since 2011 he is teaching at the Technical University in Berlin. He holds diplomas in Economics from the Universities of Bonn and Paris, and a Ph.D. in Economics from University of Cologne.

2 SWS, 6 LP

Overview
The course will cover various aspects of Internet Economics in the context of providing electronic communications and content services. We will discuss various infrastructure basics and some business cases relevant to media and technology management.

Methodology

Dates and Location
max. 4 times: 07.11., 14.11., 28.11., 12.12. (all '13), 16.01. and 23.01.'14, plus exam on 30.1.'14 all 17:45-21:00 h in XXIII
Participation in all but one 90-minute session is required for receiving Credit Points!
 

Written Assignment (40% of Total Grade)
    NetFlix' Entry to the German Market: Company Introduction and Analysis
    (1) Netflix (US): Company Introduction (1,400-1,600 words, 40%)
    Please make sure that you cover all the following points:

• Brief Company Overview (incl. major financial data)
• History (incl. evolution from DVD mailing towards online streaming)
• Business Model
• Relation towards Telcos and Cable companies (Peering and Transit)
• Conflict with Comcast

• Entry to European Market (experiences in UK, Ireland, Norway and the Netherlands)

    (2) Analysis  (2,400-2,600 words, 60%)
    Pick three of the following six points and offer some analysis leading to your evaluation / assessment (descriptions or repetitions do not count !)  (20% each) 

• Profitability and Sustainability of Business Model
• Positioning of Netflix' Streaming Services versus Video on demand and cable TV
• Role of Netflix' Recommendation Service (pros & cons, cost & benefit, comparison to competitors)
• Relations with Content Owners
• Consequences of Market Entry in Germany for Netflix and for two selected other players of your choice
• Partnering models with the Telcos (pros & cons / cost & benefit/ comparison to competitors)

    Special: You can choose to do the assignment alone or with one or with two colleagues. A maximum of three students on the cover sheet will get the same grade.
    The "Eidesstattliche Erklärung" will have to be signed by all students on the same sheet of paper (signed, not copied).

    Figures and Tables: Redraw on your own (!), and do NOT COPY / INTEGRATE pdfs from other sources.

    Format: Up to you; it should look professional (we will count the words, not pages)
    Hint: black and white is strongly preferred over color!

    Citation and referencing rules, see MTM-Website; incomplete literature list or referencing will be heavily penalized.
    You need to offer page numbers with start and end page.

    Deadline: January 22, 2014, 11:00 o'clock in the letter box of the MTM-Department (Prof. Loebbecke), Pohligstr. 1, GROUND FLOOR.
    Do not bring the assignments upstairs. Hand in a not protected Word doc (CD or USB Stick) plus three print outs.

Grading

• Participation during sessions: 20 %
• Exam 30.01.'14 at 18:00 o'clock: 40 % (A final grade of 4,0 or better in the exam is required for receiving Credit Points)
• Written Assignment (topic and deadline to be given during the course): 40 %

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