數位匯流下聯網電視之新創服務發展 - 台灣大哥大集團個案研究

Business Opportunities and Challenges of Connected TV: Taiwan Mobile Corporation Case Study

許芝蘭(Chih-Lan Hsu)

指導教授 ： 郭瑞祥

國立臺灣大學/管理學院/商學組/碩士(2010年)

https://doi.org/10.6342/NTU.2010.10151

摘要

綜觀過去幾年全球電信(Telecom)、網際網路(Internet)、媒體電視 (Media)、娛樂產業(Eentertainment)之發展，在數位技術的成熟與普及應用下掀起了T.I.M.E.數位匯流風潮，產生了匯流的新服務、新生態系統與新商業模式；這四大產業的匯流又以「數位家庭」為中心，家庭市場中「聯網電視」(connected TV)又是這兩年最熱門的研究議題，其中美、歐及日韓等國家的主要服務運營商已積極規劃推出相關服務。環顧台灣市場，雖在行動通訊、寬頻服務、付費電視之普及率與已開發國家並駕齊驅，但在這全球的數位匯流列車上，仍位於起步階段。
在這數位進程中，付費電視產業因數位化技術的加速發展與網際網路2.0多媒體內容的方興未艾，產生融合的生態系統；過往十多年原本明確定義的上、中、下游，及供給與需求的商業關係逐趨模糊，新的產業遊戲規正逐步成形中。另，用戶終端產品的推陳出新與新世代數位用戶對影音內容的消費行為與服務的需求改變，這都是破壞式創新服務的孕育溫床。這變動的過程中，產業價值鏈的主要參與者須能洞燭先機掌握關鍵資源，才能創造未來的競爭優勢。
本研究將深度探討「聯網電視」新創服務發展之挑戰，並以台灣市場之台灣大哥大集團為個案研究公司，探討該集團應如何以過去多年來累積的企業資產與資源力，面對這市場的新機會。本研究將以產業價值鏈、破壞式創新與平台中介網路的理論架構進行服務拓展的剖析，並提出可行的策略方向與行動建議。期望此策略與建議能協助個案研究公司掌握產業價值鏈的關鍵資源、洞見生態系統的變化，以先佔者之姿善用公司的各類資產形成綜效，進行新服務市場的開發，成為產業遊戲規則的制定者，提升企業營收與深化客戶的價值。
在迎應全球「網際網路電視化、電視多元化」發展趨勢時，建議台灣數位匯流產業須以「動態競爭」(dynamic competition)觀念，時刻研究世界各國的產業主要領導者及網際網路主要品牌運營商之策略意圖與行動，動態修正企業應採取的策略發展與速度，才能在這尚未完全明確的產業遊戲規則中，不喪失前瞻想法，確保自己長處於競爭的跑道上。

關鍵字

產業價值鏈 ； 破壞式創新 ； 平台中介網路 ； 數位匯流 ； 聯網電視

並列摘要

Looking at the past few years, the digital enabled technologies from Telecom, Internet, Media and Entertainment industries have sparked off a new emerging market and widely adapted applications so called T.I.M.E. convergence serivices. The digital phenomenon converges to a new frontier, hence, creating new services and ecosystem in the “Digital Home” arena. Within the digital home arena, the “Connected TV” service has became even compelling to be offered from Telecom, Pay-TV, Internet, OTT(over-the-top) operators or even TV manufactures. In Taiwan, even with the high penetration rate in Mobile, Broadband and Pay-TV services, the digital convergence development is still in the infant stage.
In the past decade, the evolution of digital technology in Pay-TV industry and the growth of Web 2.0’s multimedia contents, ever change user’s behaviors and generated new emerging ecosystem. The players from internet market have joined the traditional Pay-TV value chain and a new game rule is formed. Therefore, the opportunities for “destructive innovation” services are being created. From industry stand point, only those whom can seize new opportunities and being innovative with the services before others can lead the pace into the next decade.
This study is aimed to look into “Connected TV” in a much greater depth and its ongoing development and challenges which faced. And, taking Taiwan Mobile Corporation, a leading Taiwan Telecom operator, as an individual case study to explore how the corporation being able to utilize the resources and competence toward the new market opportunity. Base on the theory framework of “industry value chain”, “destructive innovation” and “platform-mediated network”, the study will propose viable strategic directions and recommendations for further follow-up actions within the corporation. Overall expectation from this analytic report is to find out the best fit strategy for Taiwan Mobile from the “Connected TV” service then adapting corporate-wide best practice from available resources and key assets to control the key resources in the converged industry’s value chain. The ways to foresee the dynamic change in the ecosystem, to take the first-mover advantage to develop new markets and to become the rule maker in the new games, will need well insights management and strategic thinking. The end is to enhance the company’s operating results and to develop the strong relationship bondage with customers ultimately.
To echo and welcome the upcoming “TV Anytime and Anywhere” wave, the proposed digital convergence and its related verticals in Taiwan should sustain the “Dynamic Competition” thinking mindset. The study is consluded the operators should vigorsly study how U.S., Europe, Japan, South Korea and China’s development and transforming themselves into global leader of it kind. In addition, being flexible and willing to change to meet market demands and never lose sight on what other players are trying to do and shape the market are important as well. It can further help the companies to always stay in the racing loop in the fierce competition landscape.

並列關鍵字

Value Chain ； Disruptive Innovation ； Platform-Mediated Networks ； Digital Convergence ； Connected TV

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