探討寬頻網路之未來殺手級應用

中文摘要在固定網路基礎建設下，探討電信營運商所主導的寬頻網路之未來殺手級應用。從全球寬頻結構面、應用發展趨勢面、競爭模式價值面三個面向，逐一探討之：一、全球寬頻結構面：從全球寬頻用戶的快速成長趨勢，及寬頻技術發展的突破，讓應用軟體從傳統的文字應用提昇到多樣化的多媒體應用，導致網路流量急速竄升。電信營運商必須投入龐大基礎建設資金，建設次世代網路建設，提供數位匯流、單一帳單及帳號的服務。巨額建設經費的背後，VoIP的毀滅性技術讓電信營運商賴以維生的語音收入日益下滑，電信營運商必須以多媒體的綑綁式應用業務來提昇本身的ARPU，及維繫客戶黏著度。二、應用發展趨勢面：從消費者娛樂習性、網路類別封包流量增加的趨勢、全球IPTV用戶快速成長、IPTV多媒體應用對電信營運商ARPU的貢獻，以及數位匯流的趨勢讓各國政府加快政策法規的制定，種種因素催化下促使IPTV成為寬頻網路下之未來殺手級應用。三、競爭模式價值面：以IPTV產業價值鏈分析中華電信及有線電視業者的優劣勢，並從如何增加中華電信及有線電視業者的營運優勢中找出國內網通業者的商機，且將商機以明確的產品類別呈現。再進一步針對國內網通代工業者及品牌業者給予經營方向的建議。分析結果顯示：IPTV多媒體應用的連帶龐大商機有機會使國內網通業者地位重新洗牌，如果國內網通業者仍以量大、低階、附加軟體應用程度低的產品為營運主力，未投資發展關鍵核心技術，將於此波商機中失掉競爭優勢。關鍵字：Broadband Network：寬頻網路、IPTV：網路協議電視、ARPU：客戶平均營收貢獻、VoIP：網路電話、xDSL：數位用戶迴路、FTTx：光纖傳輸模式、IP機上盒、HDTV：高畫質電視、電信營運商。

關鍵字

寬頻網路；網路協議電視；客戶平均營收貢獻；網路電話；數位用戶迴路；光纖傳輸模式； IP機上盒；高畫質電視；電信營運商

並列摘要

ABSTRACT The study is aimed to explore future broadband network killer applications led by the telecom operators under the fixed network infrastructure. It is analyzed in three facets: ”Structure of Global Broadband Industry”, “Trend of Application Development” and “Value of Competition Model”. 1.Structure of Global Broadband Industry Due to the rapid growth of worldwide broadband subscribers and the breakthrough technologies of the broadband development, users need larger bandwidth to deal with the rapid network traffic growth attributed to the diversified multimedia applications. Therefore, telecom operators must devote great efforts and huge funds to the infrastructure of Next Generation Network (NGN), in order to provide services of digital convergence, single billing and single account. However, behind the enormous construction funds, the destructive technology of VoIP brings out the revenue decline of voice services. Consequently, telecom operators are obligated to adopt bundled business applications to enhance their own Average Revenue Per User (ARPU) and to maintain customer stickiness. 2.Trend of Application Development IPTV is proved to be the future broadband network killer application. The projected popularity of IPTV can attribute to the changing leisure behavior, increased network packet traffic and growing IPTV subscribers worldwide. Moreover telecom operators benefit from IPTV multimedia applications in their increased ARPU, and many governments speed up making relevant laws in response to the current trend of digital convergence. 3.Value of Competition Model It is designed to examine strengths and weaknesses of the industrial value chains of Chunghwa Telecom and Cable TV operators. It is aimed to explore business opportunities for domestic network industry by analyzing how to increase Chunghwa Telecom and Cable TV Operators’ competitive advantages. Finally, suggestions for domestic network OEM manufacturers and branding companies are addressed. The study is concluded that IPTV multimedia applications will bring huge business opportunities to re-shuffle the status of domestic network operators. Domestic network operators should invest to develop key core technologies instead of mass products with low-tech and weak additional software，in order to seize the market business opportunities in time. Keywords: Broadband Network, IPTV, ARPU, VoIP, xDSL, FTTx, IP Set-Top-Box, HDTV, Telecom Operator