電信營運商與OTT業者競合關係之探討

我國在2014年，正式邁入4G LTE的新時代。新的4G服務將帶來比3G更好的用戶體驗，電信營運商所提供的行動寬頻網路擁有高速度與高傳輸量的優勢，提供個人與企業客戶在高清語音、整合信息、多媒體影音、線上遊戲與雲端服務等更好的使用體驗；而OTT（Over the Top）業者也會因為4G網路的品質提升而直接提供用戶更多樣的應用服務，甚至可以透過及時互動模式與用戶進行接觸，這勢必造成了電信營運商極大的挑戰。因此電信營運商與OTT業者間的關係將更加緊密而複雜，預測未來應該有更多電信營運商選擇與OTT業者合作，創造雙贏的合作關係，並透過雙邊的資訊互通、資源互享等方式達到雙贏目標。本論文先分析整個電信產業的發展與趨勢，描繪出電信歷史的演進與現今行動通信市場概況，再透過策略層面的通盤分析電信營運商與OTT業者間的競合關係。並以台灣電信市場為例，通過五力分析、價值網以及商業創新模式分析，探討電信營運商與OTT業者間是否能有互補、共存的合作模式。本論文的主要結論包括：一、ＯＴＴ業者雖然有顯著的在侵蝕電信營運商的營收與利潤，但同時也因為多樣化的應用服務製造出許多的商機、創新以及營運模式給電信營運商。二、以應用服務為中心的電信服務是電信營運商與OTT業者合作的必然結果，電信營運商需提供應用服務的解決方案，支援各種動態的合作夥伴關係、服務策略與計費需求，快速上線。三、電信營運商者必須強化三個面向以因應市場的快速改變，這包括網路的容載量、顧客間的關係維護以及商業模式的改變。

關鍵字

五力分析；價值網；競合策略；商業創新； OTT ； 4G LTE

並列摘要

Taiwan officially entered into a new era of 4G LTE in 2014. 4G services will bring a better user’s experience than 3G. 4G operators will provide high speed, high throughput mobile broadband services to their individual and enterprise users. Through higher network performance provided by 4G operators, OTT players can provide a wide variety of apps to end users. Therefore, the relationship between operators and OTT will be more closely and complex in the future, predicting that more telecom operators will cooperate with OTT to create a win-win partnership through bilateral information exchange and resource sharing. My thesis first analyzes the entire telecom industry’s development and trend, and draws the evolution of today mobile broadband market. Then I, through strategy, analyze the coopetition relationship between operators and OTT. Finally, the research focuses on Taiwan’s telecom market which I use five forces analysis, value net, and business innovation model to discuss whether there are complementary or coexistence business models between operators and OTT. The main conclusions of this thesis include: First, although operators’ revenue and profit are significant erosion by OTT, OTT creates, via a variety of application services, a lot of opportunities and many business innovations to opertors. Second, the application -centric services is an inevitable result of the industry's cooperation. Operators need to provide solutions of application services to support their partnerships, to plan service strategy, and to frame charging standards. Third, operators must have to strengthen three aspects to cope with the rapid changes in the market, including network capacity, customer relationships and new business models.

並列關鍵字

Fiver forces analysis ； Value net ； Coopetition ； Business innovation model ； OTT ； 4G LTE

參考文獻

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國際替代計量

電信營運商與OTT業者競合關係之探討

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