Convergence and Consolidation in Telecom, Media and Entertainment, and E-Commerce Industry in India and its Business Implications

Description

DOI: https://doi.org/10.5281/zenodo.21356551

Pooja Swami and Rajneesh Ahlawat (Department of Business Administration, Chaudhary Devi Lal University, Sirsa, Haryana)

In recent years, India has emerged as one of the fastest-growing digital economies globally, with the largest and most active online user bases in the world. This wind of the current digital revolution led by 3G/4G/5G networks is leading to the emergence of the digital convergence phenomenon. In the relentless evolution of technology and markets, many industries are going through major configurations and structural changes where convergence is taking place at the nexus of the telecom, media & entertainment, and e-commerce industries, which has now emerged to become a complete separate industry, the ‘TME’ industry. So, as these unrelated industries are converging, this study is aimed at understanding the long-term implications of this confluence, so that timely strategic pathways can be adopted by the leaders of these companies. The study’s results are based on the analysis of data collected from a sample of 497 consumers from the Delhi-NCR Region of India. The data were collected through a carefully designed, structured questionnaire administered via survey. The empirical analysis was performed by testing the hypothesis using the Mean, Standard deviation, and ANOVA test. The key takeaways emerging from this analysis are expected to provide meaningful value to the leaders and managers of the TME industry. It is found that the dominance of telecom companies in the M&E and e-commerce industry has shuffled the entire industry dynamics by directly competing with global giants like Netflix, Disney, Amazon, Walmart’s Flipkart.